消費者對台灣資深設計師品牌購買重視因素之研究

A Study of Consumers' Concern Factors on Purchase of Senior Designer Brand in Taiwan

楊慧莉(H.L. Yang) ； 楊濱燦(B.T. Yang)

《紡織綜合研究期刊》 29卷2期 (2019/04) Pp. 54-66

https://doi.org/10.6439/TTRJ.201904_29(2).0005

摘要

本研究針對資深設計師品牌進行深入訪談，接著對購買資深設計師品牌的重度消費者進行AHP問卷分析，以找出消費者對台灣資深設計師品牌的購買重視因素。結果顯示：1.在七個構面中，消費者最重視的是商品特質，其次是品牌形象、消費價值、設計師特質、賣場資訊、通路選擇及社群互動；2.在50個標準因素中，最重視的是品牌形象構面下的獨特性及價值，其次是商品特色構面的自我認同及流行性，接著設計師特質的美感表現及消費價值的美感性。

關鍵字

服裝設計師 ； 重視因素

並列摘要

This research begins by interviewing brand-name designers, and then distilling them into 50 standard factors. Questionnaires based on these factors are then presented to 10 select consumers who are particularly fond of these brands. Utilizing the AHP method, we could then identify the factors that consumers value most in purchasing designer brand products. This study showed two results: 1. seven facets of the factors that consumers value most in purchasing designer brand products were designer traits, consumption value, product features, channel selection, brand image, in-store information and social media interaction. The product features was the factor that consumers value most among these factors and followed by brand image and consumption value. 2. Consumers emphasize, uniqueness, and value of brand image factor were the most valued among the 50 standard factors, and the following factors were self-identity and fashion of product features, artistic expression of designer traits, and aesthetics of consumption value.

並列關鍵字

fashion designer ； attention factor