The study discussed the differences in the brand loyalty and the consumer decision-making patterns of athletic shoes for senior high and vocational high schoolsʹ students in Miaoli County. The subjects are senior high and vocational high schoolsʹ students in Miaoli County. The instrument of the study is the questionnaire of purchase motivations, customer satisfaction and repurchases intention for sportswear. The survey is based on purposive sampling. There were 396 valid samples retrieved from 347 questionnaires with the effective response rate of 87.63% and analyzed by SPSS for Windows. The results of this study are as follows: (1) Different demographic variables of school, consumption frequency and amount of consumption have significantly effects upon the brand loyalty of athletic shoes for senior high and vocational high schoolsʹ students in Miaoli County. (2) Different demographic variables of school, gender, grade, consumption frequency and amount of consumption have significantly effects upon the consumer decision-making patterns of athletic shoes for senior high and vocational high schoolsʹ students in Miaoli County. (3) There was a positive correlation between the brand loyalty and the consumer decision-making patterns of athletic shoes for senior high and vocational high schoolsʹ students in Miaoli County.
