品牌形象及知覺價值影響消費者購買快速流行品牌服飾意願之研究 － 以台北市大學學生為例

Abstract

隨著近年來服飾業的市場變化與消費習慣，全球化的時尚服飾業開始流竄起「平價時尚」的風潮，如今消費者偏向集中全球快速流行時尚的消費時代來臨。本研究旨在探討品牌形象及知覺價值對台北市大學生購買快速流行服飾意願之研究。

本研究係利用哈佛修正模式的消費者決策程序為本研究之架構，進而將前往消費的台北市大學生視為主要研究對象，以探討人口統計變數對消費實態、選擇動機、資訊來源、產品屬性、品牌形象、知覺價值與購買意願的關係。有效問卷總計447份，並將收回之有效問卷資料加以整理，透過敘述性統計分析、因素分析、信度與效度分析、單因子變異數分析、卡方檢定及迴歸分析。研究結果顯示，不同的消費者在人口統計變數、消費實態、資料來源、選擇動機、產品屬性、品牌形象、知覺價值與購買意願的重視程度上均有顯著的差異，最後提出相關的後續研究建議。

With the rapid change of market and consuming behavior in fashion business, cut price fashion has grown much attention in global fashion. Nowadays, consumer prefer to the era of global fast fashion. The study is to find out the purchasing behavior of university students in Taipei toward brand image and perceived value.

The study uses Howard-Sheth Model as the research model for consumer’s decision-making. The survey only focuses on the university students in Taipei. It investigates the relationship among actual consumption, motivation of consumption, source of information, product attribute, brand Image, perceived Value, purchasing Intention and demographic variables. The number of effective survey is 447 copies, totally. The study contains following analysis, including descriptive statistics, reliability analysis, validity analysis, factor analysis, one-way ANOVA, chi-squared and regression analysis. The results show that of consumer have difference significance from demographic variables, actual consumption, source of information, motivation of consumption, product attribute, brand Image, perceived Value and purchasing Intention. Research advices for further analysis are also suggested.