品牌形象、來源國形象與時尚消費性手錶之消費行為分析

Abstract

由於科技的進步、人民經濟水準的提高，消費者對於追求多元化的偏好愈趨明顯，手錶業者除了代工製造、授權經銷之外，在愈趨激烈的競爭環境下，隨著產品生命週期縮短，各家廠商積極推陳出新，維護或創立自有品牌，主打時尚、年輕、中平價、品味的手錶款式已成為市場上重要一大份額。手錶市場如今強調品牌與技術，手錶除了基本的對時計時，多樣化的功能提高手錶的附加價值，品牌形象的維護亦如同產品之保證，如何更精確掌握消費者的需求與喜好，培養品牌魅力，將會是成功之鑰。

本研究針對時尚消費性手錶進行探究，探討品牌形象、來源國形象與消費行為之關係，了解品牌形象與來源國形象是否確實會影響消費者購買行為。以新竹市大專院校學生為調查對象，共回收460份有效問卷進行各項統計分析，藉由時尚消費性手錶之產品屬性、購買動機、購買資訊來源與消費實態變數，在消費決策上對消費行為進行分析。

研究結果顯示，時尚消費性手錶消費者的人口統計變數在購買動機、資訊來源、產品屬性、消費實態、品牌形象、來源國形象上有顯著差異，而品牌形象、來源國形象認知程度對消費實態則部分有顯著相關。最後根據上述之分析結果，可供業者經營上之參考，提出針對不同消費族群之市場區隔與定位策略。

Due to the advance in technology and the improvement of economy, the consumers diversify significantly in pursuit of preferences. In addition to contract manufacturing, authorized distributor in the increasingly competitive environment, with shorter product life cycle, most manufacturers in the watch industry actively develop their own brands, focus on fashion, young, middle parity, and tasteful style of watches, which have become an important large share of the market. Nowadays, the watch market emphasizes not only on brand but also on technology. Besides the basic function of watches, the diversity increases the added value of watches; also the brand image ensures the watch’s reliability and guarantee. How to grasp the needs and preferences of customers more accurately, and enhance the charm of brand will be the key point to success.

This thesis analyzes the consumer behavior for the impact of brand and origin country image on fashion consumable watches, and finds that the brand and the origin country image does really affect consumer behavior. Hsinchu college students are the survey object, and 460 valid questionnaires are collected and conducted for the statistical analysis. By using fashion watch product attributes, purchase motivations, purchase information sources, and consumption reality variables, the consumer behavior analysis is conducted to find a solution for the consumption strategy.

The results show that the demographic variables for consumers of fashion consumable watches have significant difference in purchase motivation, information sources, product attributes, consumer type, brand image, country of origin. The images of brand and origin country on consumer awareness have significant relationship. Finally, based on the above analysis, the suggestion can be for the industry’s information with regard to the market segmentation and positioning of different consumer groups.