标题: | 品牌形象与来源国形象影响消费者购买流行女鞋行为之研究 The Study of Brand Image and the Country of Origin Image on Consumer Behavior for buying Fashion Ladies' Shoes |
作者: | 杨智涵 Yang, Chih-Han 陈光华 蔡璧徽 Chen, Quang-Hua Tsai, Bi-Huei 管理学院管理科学学程 |
关键字: | 流行女鞋产业;消费者行为;品牌形象;来源国形象;Fashion Ladies' Shoes entrepreneur;Consumer behavior;Brand image;Country image |
公开日期: | 2011 |
摘要: | 现代女性的经济能力较过去更为独立,使得女性消费的自主权越来越高,而女性的消费方式和以往有很大的不同,尤其面对全球化的商业活动,市场上充斥着琳琅满目的商品,女性消费者在这样的消费市场会如何选购商品是个非常值得研究的课题,本研究希望透过消费者购买流行女鞋之行为研究,瞭解她们在购买流行女鞋时,是否会受到产品属性、品牌形象及来源国形象的影响。 在本研究中,首先探讨流行女鞋的产品属性并重新定义,后以HOWARD-SHETH 模式加以探讨产品属性、品牌形象及来源国形象与台湾地区女性消费者购买流行女鞋行为之关系,主要探讨在不同人口统计变数下,女性消费者购买流行女鞋之消费实态。 经过问卷调查、资料搜集,得出的检定结果有部分呈现显着的关系。最后依研究结论提出行销建议,以提供尔后学术界之研究及女鞋业者拟定期经营策略之参考。 Nowadays, modern women are more independent on their economic abilities than before. Female consumers’previlege on purchase is getting more and more powerful. Therefore, the way how female consumers purchase is much different than the way before. Especially when they are facing global commercial activities, market is filled with lots of commercial products. In such consumption market, how will female consumers purchase becomes very worthy topic in consumer behavior research. This research will discuss Taiwan female consumer behavior on buying fashion ladies’ shoes figure out if they are affected by product attribute, brand image and country of origin image when they purchase. First of all, in this research we discuss the product attribute and redefined fashion ladies’ shoes. Then we discuss the relationship between brand image, country image and Taiwan female consumers with HOWARD-SHETH model, which is mainly conferred with different demographic variables. After undergoing the questionnaire survey and data collection, we obtain parts of significant results for this study. In conclusion, based on the results of this research, we can propose some suggestions in marketing to Taiwan’s fashion ladies’ shoes entrepreneur and provides direction of further studies. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079672512 http://hdl.handle.net/11536/43892 |
显示于类别: | Thesis |