品牌形象與來源國形象影響消費者購買流行女鞋行為之研究

Abstract

現代女性的經濟能力較過去更為獨立，使得女性消費的自主權越來越高，而女性的消費方式和以往有很大的不同，尤其面對全球化的商業活動，市場上充斥著琳瑯滿目的商品，女性消費者在這樣的消費市場會如何選購商品是個非常值得研究的課題，本研究希望透過消費者購買流行女鞋之行為研究，瞭解她們在購買流行女鞋時，是否會受到產品屬性、品牌形象及來源國形象的影響。

在本研究中，首先探討流行女鞋的產品屬性並重新定義，後以HOWARD-SHETH 模式加以探討產品屬性、品牌形象及來源國形象與台灣地區女性消費者購買流行女鞋行為之關係，主要探討在不同人口統計變數下，女性消費者購買流行女鞋之消費實態。

經過問卷調查、資料蒐集，得出的檢定結果有部分呈現顯著的關係。最後依研究結論提出行銷建議，以提供爾後學術界之研究及女鞋業者擬定期經營策略之參考。

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.