品牌形象及產品屬性影響消費者購買國外快速流行服飾意願之研究─以臺北市大專院校學生為例

Abstract

隨著近年來全球服飾產業的市場變化與消費習慣，快速流行服飾打破了舊有服飾產業的銷售模式，快速、平價的流行服飾在服裝產業掀起了一股潮流。鑑於此，國外快速流行服飾紛紛在台灣市場展店以瓜分服飾產業的大餅。本研究旨在探討品牌形象對臺北大專院校學生購買國外快速流行服飾意願之研究。 本研究以EKB消費者行為模式為操作模型，以臺北大專院校學生為研究對象，探討人口統計變數對國外快速流行服飾之資訊來源、購買動機、服飾產品屬性、品牌形象及購買意願的關係。透過「Google Form 線上表單」製作、建立網路問卷，總計回收502份問卷，實際有效問卷為466份，利用SPSS軟體對數據進行統計分析。 研究結果顯示品牌形象之「經驗性」、「象徵性」及「功能性」等構面，與產品屬性之「款式及創新」、「品質及實用」構面均對於臺北大專院校學生購買國外快速流行服飾之購買意願有正面的影響。根據研究發現提出服飾品牌形象的行銷建議，以供國外快速流行服飾相關業者參考。

In recent years, market and consuming behavior of fast fashion clothing industry have changed the old sales mode in global clothing industry. The fast fashion clothing have caught the attention of consumers and the foreign fast fashion clothing industry entered the Taiwan market to divide market share of the clothing industry. Therefore, the purpose of this study is to explore whether the brand image has impact on purchase intention for foreign fast fashion clothing. The study use EKB consumer behavior as the framework to analyze the difference from the demographic characteristic of the college students in Taipei City. The study investigated the source of information, motivation of consumption, product attribute, brand image and purchasing intention. Besides, this study also analyzes the impact of brand image on consumer purchase intention for foreign fast fashion clothing. The study use three dimensions to evaluate the effect of brand image, including empirical, symbolic and functional. This study has been collected 466 valid questionnaires to carry out statistic analysis. The results of this study shows that three brand image evaluate dimensions and two of product attributes dimensions have positive impact on consumer’s purchase intention for foreign fast fashion clothing. Base on the findings above, the study provides some marketing suggestions for the related industry of foreign fast fashion clothing.