品牌形象與視覺識別對消費者購買意願之影響－以日系選品店為例

The impact of brand image and brand's visual identity on consumer's purchase intention - taking Japanese select shops as example

吳珮慈 ； 董韋杉 ； 李婕寧

《圖文傳播藝術學報》 2022 (2022/04) Pp. 56-67

摘要

本研究旨在探討日系選品服飾，其品牌其形象與視覺識別對消費者購買意願之相關性，研究對象針對有購買過日系選品服飾（niko and…、BEAMS、URBAN RESEARCH）的消費者。研究採網路問卷方式進行，總計共發放370份問卷，回收有效問卷305份，無效問卷65份，有效問卷率達82.4%，經由統計分析結果顯示，品牌形象與消費者購買意願有顯著的正向關係；品牌視覺識別與消費者購買意願有顯著的正向關係。根據本研究結果，於文末提出相關研究建議與實務經驗，以供後續研究學者參考。

關鍵字

品牌形象 ； 品牌視覺識別 ； 購買意願 ； 選品店

並列摘要

The purpose of the study is to explore the correlation of Japanese select shop, its brand image and visual Identity on consumer's purchase intention. The research subject is aimed at consumers who have made purchase at Japanese select shop (niko and..., BEAMS, URBAN RESEARCH). The research is conducted by means of online questionnaires. Questionnaires issued 370 copies, 305 valid questionnaires, and 65 invalid, with a recovery rate of 82.4%. The result of statistical analysis showed that brand image and brand's visual identity have a significant impact on consumer's purchase intention. According to the result of the study, relevant research suggestions and practical experiences were put forward at the end of the paper, provided as reference for other scholars.

並列關鍵字

Brand Image ； Brand's Visual Identity ； Purchase Intention ； Select Shop