Title

平價時尚服飾之象徵性消費行為、享樂主義與品牌忠誠度之關聯性研究 -以時尚關注度為干擾變數

Translated Titles

The Study on Relationship among Symbolical Consumption Behavior, Hedonism and Brand Loyalty for Affordable Fashion Garments - with Fashion Attention as a Moderator

Authors

彭之逸

Key Words

品牌忠誠度 ; 象徵性消費行為 ; 享樂主義 ; 時尚關注度 ; brand loyalty ; symbolical consumption ; hedonism ; fashion attention

PublicationName

中原大學企業管理研究所學位論文

Volume or Term/Year and Month of Publication

2016年

Academic Degree Category

碩士

Advisor

王如鈺

Content Language

繁體中文

Chinese Abstract

在國際化趨勢下,全球知名平價服飾業紛紛進駐台灣,改變市場競爭態勢與消費者購買行為。由於過去的相關文獻大多在探討精品服飾之購買因素,少有以平價時尚服飾為研究對象。因此,本研究針對平價時尚服飾之品牌忠誠度為出發點,探討象徵性消費行為、享樂主義及品牌忠誠度間之關聯,並納入消費者的時尚關注度調節變數後,探討平價時尚服飾之象徵性消費行為與品牌忠誠度,及享樂主義與品牌忠誠度之關聯性。本研究以台灣地區曾購買過或者喜愛平價服飾的30歲以下消費者為研究對象,透過網路回收問卷進行研究,結果發現:(1)象徵性消費行為對平價時尚服飾之品牌忠誠度有顯著正向相關;(2)象徵性消費行為對平價時尚服飾之享樂主義有顯著正向相關;(3)享樂主義對平價時尚服飾之品牌忠誠度有顯著正向相關;(4)象徵性消費行為,會透過享樂主義中介機制來影響平價時尚服飾之品牌忠誠度之關聯性;(5)時尚關注度的高低,會調節象徵性消費行為與平價時尚服飾之品牌忠誠度之關聯性。

English Abstract

Following the international trend, companies in the globally popular best price fashion garments industry are entering the Taiwan market sequentially, which has changed the aspects of rivalry among market competitors and consumer behavior . In the past the related researches focused on investigating the purchasing factors of boutiques garments. There are few research papers probing on the consumption of best price garments. This research initiates from brand loyalty of best price garments, then take the relationship between symbolical consumption, hedonism and brand royalty; and to look into the impact to the brand loyalty after separately adding a moderator – fashion attention - to symbolical consumption and hedonism. Internet sampling targets are consumers in Taiwan who with buying experience or preference for best price fashion products. Empirical results indicate: Empirical results indicate: (1)Significant positive impact of symbolic consumption on brand royalty, (2) significant positive impact of symbolic consumption on hedonism, (3) significant positive impact of hedonism on brand loyalty, (4) hedonism as the mediator between symbolic consumption and brand royalty, (5) fashion attention involvement as the moderator between symbolic consumption and brand royalty.

Topic Category 商學院 > 企業管理研究所
社會科學 > 管理學
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