平價服飾H&M的購買意願之探討

Taking the H&M as an example to Study consumers’ Purchasing Intention

李珮綺(Pei-Chi Lee)

指導教授 ： 朱文禎

長榮大學/管理學院/企業管理學系(所)/碩士(2015年)

https://doi.org/10.6833/CJCU.2015.00075

摘要

隨著近年來，消費族群慢慢開始重視綠色環保之商品，為了讓消費者在商品使用上能夠更安心，不再害怕買到黑心商品，紡織業、服飾業等所面臨的企業責任，也是一個契機與創新的商機。
為了解消費者對於環保服飾的消費類型，探討出消費者對環保服飾的企業形象和產品特性，與消費者購買行為意願之影響，本研究採問卷調查法，以服飾零售業品牌H&M主打塑照自家的綠色材質商品為例。主要研究目的為一、探討消費者對品牌形象、產品特性、環保認知與購買意願四個構面相互影響之關係。二、探討品牌形象對環保認知與購買意願之影響。三、探討產品特性對環保認知與購買意願之影響。四、探討環保認知對購買意願之影響。本研究針對時常在購買平價服飾品牌之消費者進行問卷調查，共發放問卷250份，回收之有效問卷200份，並利用敘述性統計分析、信效度分析、T檢定、ANOVA、相關分析及結構方程模式。研究結果發現，(1)品牌形象對環保認知具有正向顯著影響(γ11=0.737**，p =0.006);(2)品牌形象對購買意願呈現正向顯著影響(γ21=0.751**，p =0.009);(3)產品特性對環保認知具有正向顯著影響(γ31=0.820**，p=0.003);(4)產品特性對購買意願呈正向顯著影響(γ41=0.314**，p=0.036);(5)環保認知對購買意願具有正向顯著影響(β21=0.406*，p=0.014)。

關鍵字

品牌形象 ； 產品特性 ； 環保認知 ； 購買意願

並列摘要

Recently, customers are paying more attention on green environment products. In order to make they can confident to use the products and avoid undertaking the responsibility of sold bad quality products, it is a great chance to Textile industry and Apparel industry to bring forth new ideas.
In order to knows consumer 's patten of consumption we consequence that their attitude to image of company and product's trait may produce an effect on shopping mode. Our research use questionnaire and for example as costume brand H&M' main product which are made of green material. This research mainly studies a purpose; 1: Inquire into a consumer to the brand image, product characteristic and environmental protection cognition and purchase the will four factors influence mutually of relation. 2: To investigate on the brand image to the environmental protection cognition and purchase the influence of will. 3: To investigate the product characteristic to the environmental protection cognition and purchase the influence of will. 4: To investigate the environmental protection cognition to purchase of influence. This research's aiming at is often purchasing a consumer of proper price dress brand to carry on questionnaire. Survey issued to 250 copies, The effective questionnaire of recovered is 200 copies. And use Descriptive Statistic Analysis, Factor Analysis, Reliability Analysis, Validity Analysis, Pearson’s Correlation Analysis, T-test, ANOVA, Structural Equation Modeling. The results of the study are as follows:
1. Brand image has significantly positive effect on Environmental Awareness(γ11=0.737**，p =0.006).
2. Brand image has significantly positive effect on purchasing intention(γ21=0.751**，p =0.009).
3. Product characteristic has significantly positive effect on Environmental Awareness(γ31=0.820**，p=0.003).
4. Product characteristic has significantly positive effect on purchasing intention(γ41=0.314**，p=0.036).
5. Environmental Awareness has significantly positive effect on purchasing intention(β21=0.406*，p=0.014).

並列關鍵字

Brand Image ； Product characteristic ； Environmental awareness ； Purchasing intention

參考文獻

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