女性消費者對於台灣新銳設計師品牌服裝商品的美感體驗、知覺品質及購買意願

Female Consumers' Aesthetic Experience, Perceived Quality and Purchase Intention for Apparel of Taiwanese New-emerging Fashion Designer Brands

鄭靜宜(C. Y. Cheng) ； 李璧如(P. J. Lee)

《紡織綜合研究期刊》 27卷4期 (2017/10) Pp. 47-60

https://doi.org/10.6439/TTRJ.201710_27(4).0006

摘要

本研究主要目的在於探究消費者對台灣新銳設計師服裝商品的態度，並了解新銳設計師服裝商品所呈現的美感體驗與知覺品質與消費者購買意願之間的關聯性。本研究採取文獻分析和焦點團體訪談法設計問卷，以曾逛過松菸誠品新銳設計師服裝品牌店的女性消費者為調查對象，有效問卷為196份。研究結果發現消費者對新銳設計師品牌服裝商品的美感體驗之外顯形式性品質感受正向影響其購買意願；當中又以商品的款型及獨特性對於消費者在購買時有較顯著的影響力。消費者對新銳設計師品牌服裝商品的美感體驗之內隱表達象徵性品質感受正向影響其購買意願；當消費者穿上台灣新銳設計師服裝品牌商品會感到心情愉快，也會感動到內心，因此產生購買意願。消費者對新銳設計師品牌商品的知覺品質感受正向影響其購買意願；當消費者接收到商品是由台灣製造的訊息，會對購買意願產生顯著的正向影響力；另當消費者認知到商品具有設計感及有良好的口碑，對購買的決策也造成顯著影響。根據研究結果建議提新銳設計師在服裝商品上兼具商業性及概念性，除強調設計感之外，若能了解消費市場，將消費者的美感體驗需求考量進去，則較能提高消費者的購買意願，以提昇業績和達到永續經營。

關鍵字

美感體驗 ； 知覺品質 ； 購買意願 ； 新銳設計師品牌

並列摘要

This research aimed to investigate how the consumers react to Taiwanese new-emerging fashion designers' products, how the consumers' purchase intention link with the aesthetic experience and perceptive quality delivered by designers' clothing products. This research adopted literature review and focus group interview when designing the questionnaires. Targeted interviewees were female consumers who had the experience shopping in the new emerging designer's stores in Eslite, Song- Shan Cultural Park. One hundred and ninety-six questionnaires were valid. The results found that consumers positively react to the extrinsic/formal quality of aesthetic experience for designers' clothing product; especially the uniqueness of style strongly affects consumers' purchase intention. Consumers positively react to the intrinsic/expressive-symbolic quality of aesthetic experience for designers' clothing products. Wearing the garment made by Taiwanese new designers' brands would make consumers feel deep joy and touched inside, thus increases their purchase intention. Consumers' purchase intention was affected by their perceptive quality towards designers' brands. When consumers receive the message that the products were made in Taiwan, this would tremendously encourage their purchase intention. When consumers perceive that the products are of good design sense and good words of mouth, their purchase decision would be affected as well. The research result suggested that if new emerging designers can take more consumers' need into consideration, balance in between commerciality and conceptuality, the consumers' purchase intention would increase and raise their sales.

並列關鍵字

Aesthetic experience ； perceived quality ； consumer purchase intention ； Taiwanese new-emerging fashion designer brands