品牌知名度與稟賦效應對消費者知覺所有權與價格評估的影響

The Impact of Brand Awareness and Endowment Effect on Consumer's Perceived Ownership and Estimated Value

盧盈瑾(Y.J. Lu) ； 廖國鋒(G.F. Liaw) ； 蔡淑梨(S.L. Tsai)

《紡織綜合研究期刊》 30卷4期 (2020/10) Pp. 58-69

https://doi.org/10.6439/TTRJ.202010_30(4).0009

摘要

本研究目的是將稟賦效應概念帶入服裝產業，本研究採2×2之實驗設計，以觸摸與不觸摸等變項操弄高低知名度品牌之服裝商品。研究結果顯示進行單向的觸摸／不觸摸和高／低知名度分析時，在服裝產品上，品牌知名度應比對產品進行觸摸這件事情更重要，但在執行觸摸與知名度的搭配效果分析後卻發現，低知名度服裝品牌的產品在可觸摸的情況下，其產品在消費者心中的知覺所有權和估價值均會高於高知名度服裝品牌產品在不觸摸的情況。

關鍵字

稟賦效應 ； 知覺所有權 ； 觸摸 ； 品牌知名度

並列摘要

The sense of touch plays a very important role to receive information when consumers evaluate the product, the touch perception ownership and product valuation elements that affect consumer purchasing decision. There is no industry-specific discussions in the tactile literature of the past. The purpose of this study adopts a 2 (touch: touch, do not touch)×2 (brand awareness: high-brand awareness clothing brand-ZARA, low-brand awareness clothing brand-iROO) experimental design, manipulation of variables to the touch and not touch the level of well-known brands of apparel goods. The results showed the brand awareness in the one-way touch/no-touch and high/low brand awareness analysis on apparel products, is more than the product touch important, but in to perform touch with brand awareness with effect analysis low-brand awareness clothing products in the case of touch, and its products in the minds of consumers' perceived ownership and estimated value will be higher than the well-known clothing brand products in the case do not touch.

並列關鍵字

Endowment effect ； perceived ownership ； touch ； brand awareness