- 期刊
網紅自創服飾品牌在品牌忠誠度、品牌滿意度及品牌知名度上之研究
A Study on the Relationship among Brand Loyalty, Brand Satisfaction, and Brand Awareness of Influencer Self-owned Clothing Brand
摘要
近年來出現大量網紅自創服飾品牌，如何將他們固有的粉絲轉換為服飾品牌的消費者，並且願意持續的回購是很重要的課題，尤其在這樣高度競爭的市場上，要在眾多網紅自創服飾品牌中佔有一席之地，勢必了解消費者的消費習慣及消費者容易受到哪些變數的影響而產生購買衝動。本研究目的為探討網紅自創服飾品牌在品牌忠誠度、品牌滿意度及品牌知名度之間是否有相關影響。本研究採網路問卷調查法，在一週內收到408份回覆。而後透過敘述性統計分析、相關係數分析、階層迴歸分析等統計方法來進行實證分析，以研究變數之間關係。研究結果顯示，各變數之間皆具有正面影響，並且從假設驗證結果可總結出品牌知名度、品牌滿意度及品牌忠誠度在網紅自創服飾品牌與消費者間扮演著非常關鍵的角色。
並列摘要
Here come a lot of Influencer Self-owned Clothing Brands in recent years. How to transfer their own fans to their customers, and be willing to buy back continuously is an important issue. Especially in this highly competitive market, the key to take place in so many influencer self-owned clothing brands is to understand the spending habits of consumers and the factors that have impact on consumers' impulse purchases. The purpose of our research is to investigate if the correlation between brand loyalty, brand satisfaction, and brand awareness are mutual or not. Our research takes online questionnaire investigation method, and has received 409 replies in a week. Through descriptive statistics, correlation coefficient, and regression analysis to improve and to examination the relationship between each variable. The result of this research exhibit that variables all have positive impact on each other. We can tell that brand loyalty, brand satisfaction, and brand awareness play crucial roles between influencer self-owned clothing brand and consumers from the result of hypothesis verification.