從知覺價值觀點探討品牌形象對顧客購買意願之研究 ─以快速時尚服飾為例

A Study on the Interactions between Brand Image and Customer Purchase Intention via Perceived Value：The Case of Fast Fashion Apparel Industry

黃詩涵(Shih-Harn Huang)

指導教授 ： 劉祥熹

國立臺北大學/商學院/國際企業研究所/碩士(2012年)

摘要

在過去，品牌形象是影響消費者購買意願的重要因素，然而由於媒體的發展和網路使用的頻繁，可能造成品牌的影響效果被稀釋，因此本研究進一步從知覺價值觀點探討品牌形象對消費者購買意願之影響。本研究以快速時尚服飾為案例，分析品牌形象、知覺價值以及消費者購買意願的相互作用、影響，並針對分析結果提供快速時尚服飾廠商制定行銷策略及給予消費者購買建議之參考。
本論文研究目的為：(1)回顧有關品牌形象、知覺價值和消費者購買意願的理論和文獻，並找出符合快速時尚服飾產業的構面架構。(2)探討品牌形象及知覺價值對消費者購買意願直接以及間接的影響。(3)找出品牌形象中消費者重視的因素。(4)根據研究結果提供建議給廠商和消費者。
實證結果顯示品牌形象是由功能性、經驗性和象徵性需求所組成。知覺價值是由社會、價格、品質和情緒價值所組成。購買意願則是由滿意度和忠誠度來衡量。整體而言，品牌形象正向影響知覺價值、知覺價值正向影響購買意願，而品牌形象對購買意願的影響，則要納入知覺價值為中介變數時，其正向影響的效果才顯著。若廠商欲提升消費者的購買意願，本研究建議在進行品牌形象時，須考慮到知覺價值的中介效果。

關鍵字

快速時尚業；品牌形象；知覺價值；購買意願

並列摘要

In the past, brand image is an important view to influence customer marking purchase decisions. However, due to the media developed and common use of internet, people can quickly receive fashion trend information and share their buying experiences or opinions on the website. The importance of brand image may be diluted. Therefore, in this thesis, we study the relationships between brand image and purchase intention via perceived value for fast fashion apparel industry.
The first objective of the research is to review over the theory and current literature on brand image, perceived value and purchase intention. In order to construct a framework to fit the real world situation of fast fashion apparel industry. The second goal is to examine the effect of brand image on perceived value and how this, in turn influence customers’ purchase intentions. The third goal is to find the factors of brand image that customers of fast fashion apparel care about. The final goal of the research is to use the empirical results to form practical recommendations for marketing practitioners wishing to utilize brand image as a marketing tool.
Empirical results reveal that brand image is made up of functional, experiential and symbolic needs. Perceived value is made up of social, price, quality and emotional value. Purchase intention is made up of satisfaction and loyalty. Overall, brand image has positive effects on perceived value and perceived value has positive effects on purchase intention. Besides, perceived value is the important intermediary. Through perceived value, brand image can work better on purchase intention and the effect on purchase intention will be larger. While fast fashion apparel marketers adopt brand image marketing strategy. Marketers have to consider the intermediary effect of perceived value and monitor the comments of their product in order to make perceived value become positive.

並列關鍵字

fast fashion, brand image, perceived value, purchase intention

參考文獻

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