消費者對網路服飾品牌的購買意願-以台灣名人自創品牌為例

Consumer Purchase Intention for Online Apparel Brands-A Case of Taiwanese Celebrities' Own-brand

曹芷寧(Chih-Ning Tsao)

指導教授 ： 謝懷恕

國立交通大學/管理學院/經營管理研究所/碩士(2020年)

摘要

隨著電子商務的發展，加上消費者愈趨重視消費的便利性，促使消費者持續增加在網路上消費的參與度和交易率。根據經濟部所示，我國服飾配件類的網路購物業近年佔 電子購物業的比例日益增加，而台灣名人自創網路服飾品牌的數量更是在近年迅速崛起， 預期在業者優化行動購物介面、提供多元支付工具、以及跨業合作之下，可望持續推升 網購熱潮。有鑑於此，本研究致力於探討台灣名人自創網路服飾品牌形象、網路購物經 驗、風險知覺、購買意願之間所表現的關係。
本研究共包含四個構面，分別為「台灣名人自創網路服飾品牌形象」、「網路購物經 驗」、「風險知覺」和「購買意願」。本研究的調查目標為曾經在網路平台購買過台灣名人 自創網路服飾品牌之消費者，並以網路論壇為抽樣來源，採用問卷調查方式收集研究數 據，最後總共回收 317 份有效問卷。本研究資料就驗證性因素分析和路徑分析配合 SAS PROC CALIS 之使用，證實台灣名人自創網路服飾品牌形象對消費者的購買意願有顯著 正向影響;台灣名人自創網路服飾品牌形象對消費者的網路購物經驗有顯著正向影響;台 灣名人自創網路服飾品牌形象對風險知覺無顯著影響; 在進行服飾網路購物時，消費者 以前的台灣名人自創網路服飾品牌的網路購物經驗對購買意願無顯著影響; 在進行服 飾網路購物時，消費者以前的台灣名人自創網路服飾品牌的網路購物經驗對風險知覺有 顯著負向影響; 在進行服飾網路購物時，消費者感知到的風險對購買意願有顯著負向影 響。

關鍵字

網路服飾品牌 ； 購買意願 ； 台灣名人 ； 自創品牌

並列摘要

With the development of e-commerce, consumers increasingly paying attention to the convenience of consumption, therefore, consumers continue increasing their participation and transaction rate on the Internet. According to the website of the Ministry of Economic Affairs, Taiwan's apparel industry has increased its share of the e-shopping industry in recent years, and the number of online apparel brands self-created by Taiwanese celebrities has also risen rapidly too.
In view of this, this study is devoted to exploring the relationship between Taiwanese celebrities 'own online apparel brand image, online shopping experience, risk perception, and consumers' purchase intention and it takes consumers who have purchased Taiwanese celebrities 'own online apparel brands on the online platform as subjects and collect research data by questionnaire and do sampling in the online forum. Finally, a total of 317 effective questionnaires were collected. Through SEM statistical analysis, this study confirms that Taiwanese celebrities 'own online apparel brand image has a significant positive impact on consumers' purchase intention; Taiwanese celebrities 'own online apparel brand image has a significant positive impact on online shopping experience; Taiwanese celebrities 'own online apparel brand image has no significant effect on perceived risk; When shopping online for apparel, consumers ’previous online shopping experience of Taiwanese celebrities own online apparel brands has no significant impact on purchase intention; When shopping online for apparel, consumers’ previous online shopping experience of Taiwanese celebrities own online apparel brands has a significant negative impact on perceived risk; When shopping online for apparel, the risks perceived by consumers have a significant negative impact on purchase intention.

並列關鍵字

online apparel brands ； purchase intention ； Taiwanese celebrities ； own brand

參考文獻

Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35-37.

Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).

Aaker, D.A. (1996b). Measuring brand equity across products and markets. California management review, Vol. 38, Spring, pp. 102-201.

Aghdaie, F. A. A., Fathi, S., & Piraman, A. (2011). Factors affecting the attitude of trust in internet purchasing from the perspective of consumers. Interdisciplinary Journal of Contemporary Research in Business, 3(5), 208-221.

Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.