探討台灣時尚服飾 不同年齡層之女性顧客忠誠度變化

Abstract

This study aims at investigating the relationships among fashion fanship, women age cohort and brand loyalty of high Fashion brand clothing in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effect of fashionability is examined, too. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. This study use face-to-face interviewing method of collecting information questionnaire survey to potential luxury clothes buyers. Total was collected 180 effective survey of females aged from 18 years old. ANOVA, Correlation analysis and Confidence Interval methods comparison are applied to verify the proposed hypotheses. Significant evidences are found in four hypotheses out of eleventh. Fashion fanship is proved to have a significant negative result with brand loyalty try Generation Y and opposite Elder Generation showed significant negative result with Fashion fanship. The Open Generation didn’t show any significant result, but was observed interest in fashion and cognitive loyalty to high fashion brands. In addition, the study provides prove significant differentiation between Generation Y and Elder Generation of Taiwanese female. Research conclusions indicate that Open and Elder Generation are brand loyal. At the same time Elder Generation show weak interest and nonchalance for fashion. Compared with those two cohorts Generation Y show affective loyalty and is on the verge of fashion fanatic and strong fashion interest. Evidences also show that Age Cohort can be the main factor in researching brand loyalty for luxury goods (high fashion clothing), which suggests firms should pay extra attentions on consumer age segment during brand building.

This study aims at investigating the relationships among fashion fanship, women age cohort and brand loyalty of high Fashion brand clothing in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effect of fashionability is examined, too. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. This study use face-to-face interviewing method of collecting information questionnaire survey to potential luxury clothes buyers. Total was collected 180 effective survey of females aged from 18 years old. ANOVA, Correlation analysis and Confidence Interval methods comparison are applied to verify the proposed hypotheses. Significant evidences are found in four hypotheses out of eleventh. Fashion fanship is proved to have a significant negative result with brand loyalty try Generation Y and opposite Elder Generation showed significant negative result with Fashion fanship. The Open Generation didn’t show any significant result, but was observed interest in fashion and cognitive loyalty to high fashion brands. In addition, the study provides prove significant differentiation between Generation Y and Elder Generation of Taiwanese female. Research conclusions indicate that Open and Elder Generation are brand loyal. At the same time Elder Generation show weak interest and nonchalance for fashion. Compared with those two cohorts Generation Y show affective loyalty and is on the verge of fashion fanatic and strong fashion interest. Evidences also show that Age Cohort can be the main factor in researching brand loyalty for luxury goods (high fashion clothing), which suggests firms should pay extra attentions on consumer age segment during brand building.