- 期刊
品牌來源國及品牌權益對年輕女鞋消費者購買意願之影響
The Effect of Brand of Origin and Brand Equity on Purchase Intention for Young Female Footwear Consumers
摘要
本研究著重在於探討年輕女鞋消費者對於品牌來源國與品牌權益以及購買意願的關係，品牌來源國的構面是擷取Roth and Romeo(1992)所提出的創新性、設計、聲譽、技藝等四個構面，而品牌權益則是擷取Aaker(1991)所提出組成品牌權益價值的五項資產中的三個構面（品牌知名度、知覺品質、品牌聯想），進而建構從品牌來源國透過品牌權益影響購買意願的構面之路徑分析。本研究在台灣的北中南三地的百貨公司以及女鞋零售店附近針對女鞋的消費者發放問卷，總共回收有效問卷657份。研究結果發現年輕女鞋消費者會依據品牌來源國的設計、聲譽以及技藝這三個構面透過品牌權益的三個構面，進而影響購買意願。
並列摘要
This study is to investigate the relationship among brand of origin, brand equity, and purchase intention for young female footwear consumers. The dimensions of brand of origin were innovativeness, design, prestige, workmanship, which were adopted from Roth and Romeo (1992). The dimensions of brand equity were brand awareness, perceived quality, and brand association, which were adopted from Aaker (1991). The questionnaires were distributed to young female footwear consumers around department stores and female footwear retail stores in north, central, and south areas of Taiwan. The total of 657 valid responses was collected. The path analysis was conducted in this study. Findings indicated that young footwear consumers' purchase intentions were influenced by design, prestige, and workmanship dimensions through three dimensions of brand equity.