- 學位論文
品牌知名度、品牌形象、知覺價值與購買意願關係之研究－以環保服飾為例
A Study of the Brand Awareness, Brand Image, Perceived Value and Purchase Intention – Take Environmental Apparel as Example
摘要
隨著國際間環保法規的編制、製造技術的進步與綠色消費趨勢的興起下，使得部分服飾品牌逐漸轉型為環保服飾品牌，以符合市場趨勢。台灣的紡織業者也趁此趨勢跨足成衣生產，並展出自有品牌的環保服飾，希望能在此環保趨勢得到消費者得親賴。 因此本研究想在此波趨勢中，以Aaker (1991)所提及品牌知名度為溝通過程中的必要因素，且優先於所有的程序之定義。將品牌知名度為主要變數再加入品牌形象、知覺價值與購買意願，探討這些變數在環保性服飾中的關係。 研究發現：品牌知名度對品牌形象、品牌知名度對知覺價值、品牌形象對知覺價值，知覺價值對購買意願皆有顯著的正向影響，而品牌知名度對購買意願以及品牌形象對購買意願則無顯著影響。本研究以曾購買過環保服飾之消費者為實證對象，探討各變數之關係，並研擬以行銷策略提供業界作為參考依據，期能對其行銷策略之制定有所貢獻。
並列摘要
Textile industry is the third industry in Taiwan, and is also Taiwan's fourth foreign exchange industry. During 60 years of development, Taiwan mature textile industry can quickly be adjusted to meet the international market demand. Facing international environmental regulations, progress of the manufacturing technology and green consumption tendency. Letting the heavy pollution textile industry gradually becoming environmental textiles industry and producing environmental apparel on the market, and this trend will become increasingly apparent in the future. Therefore, this research would like to quote Aaker (1991) mentioned that brand awareness as a necessary factor in the process of communication, and he defined this key variable had precedence over all the procedures. Taking brand awareness and then adding the brand image, perceived value and purchase intention to explore those factors’ relationships in environmental textile fabrics. This survey takes consumer of the environmental apparel industry to discover different variables of relationship. The survey is expected to make contributions to provide marketing and manage environmental apparel brands.