探討台灣時尚服飾 不同年齡層之女性顧客忠誠度變化

Variation in Brand Loyalty by Age for Taiwanese Female Luxury Clothes Buyers

貝莎娜(Bilozerova, Oksana)

指導教授 ： 張力元

國立交通大學/管理學院/管理科學系所/碩士(2010年)

https://doi.org/10.6842/NCTU.2010.00246

摘要

This study aims at investigating the relationships among fashion fanship, women age
cohort and brand loyalty of high Fashion brand clothing in Taiwan. The effect of satisfaction
works on brand loyalty is tested. Besides, the effect of fashionability is examined, too. This
research also attempts to provide beneficial suggestions and implications for marketing
practitioners.
This study use face-to-face interviewing method of collecting information questionnaire
survey to potential luxury clothes buyers. Total was collected 180 effective survey of females
aged from 18 years old. ANOVA, Correlation analysis and Confidence Interval methods
comparison are applied to verify the proposed hypotheses.
Significant evidences are found in four hypotheses out of eleventh. Fashion fanship is
proved to have a significant negative result with brand loyalty try Generation Y and opposite
Elder Generation showed significant negative result with Fashion fanship. The Open Generation
didn’t show any significant result, but was observed interest in fashion and cognitive loyalty to
high fashion brands. In addition, the study provides prove significant differentiation between
Generation Y and Elder Generation of Taiwanese female.
Research conclusions indicate that Open and Elder Generation are brand loyal. At the
same time Elder Generation show weak interest and nonchalance for fashion. Compared with
those two cohorts Generation Y show affective loyalty and is on the verge of fashion fanatic and
strong fashion interest. Evidences also show that Age Cohort can be the main factor in
researching brand loyalty for luxury goods (high fashion clothing), which suggests firms should
pay extra attentions on consumer age segment during brand building.

關鍵字

Taiwanese female, Luxury market, Cohort, Brand Loyalty, Taiwan, Fashion clothing, Fashion Fanship

並列摘要

This study aims at investigating the relationships among fashion fanship, women age
cohort and brand loyalty of high Fashion brand clothing in Taiwan. The effect of satisfaction
works on brand loyalty is tested. Besides, the effect of fashionability is examined, too. This
research also attempts to provide beneficial suggestions and implications for marketing
practitioners.
This study use face-to-face interviewing method of collecting information questionnaire
survey to potential luxury clothes buyers. Total was collected 180 effective survey of females
aged from 18 years old. ANOVA, Correlation analysis and Confidence Interval methods
comparison are applied to verify the proposed hypotheses.
Significant evidences are found in four hypotheses out of eleventh. Fashion fanship is
proved to have a significant negative result with brand loyalty try Generation Y and opposite
Elder Generation showed significant negative result with Fashion fanship. The Open Generation
didn’t show any significant result, but was observed interest in fashion and cognitive loyalty to
high fashion brands. In addition, the study provides prove significant differentiation between
Generation Y and Elder Generation of Taiwanese female.
Research conclusions indicate that Open and Elder Generation are brand loyal. At the
same time Elder Generation show weak interest and nonchalance for fashion. Compared with
those two cohorts Generation Y show affective loyalty and is on the verge of fashion fanatic and
strong fashion interest. Evidences also show that Age Cohort can be the main factor in
researching brand loyalty for luxury goods (high fashion clothing), which suggests firms should
pay extra attentions on consumer age segment during brand building.

並列關鍵字

Taiwanese female, Luxury market, Cohort, Brand Loyalty, Taiwan, Fashion clothing, Fashion Fanship

參考文獻

1. Au, J.S.C., Taylor, G. and Newton, E.W., ―East and West think differently? The European and Japanese fashion designers‖, Journal of Fashion Marketing and Management, Vol.4 No.3,

4. Bakewell, C., Mitchell, V.W., Rothwell, M., ―UK Generation Y fashion consciousness‖, Journal of Fashion Marketing and Management, Vol. 10 No. 2, pp. 169–180 (2006).

5. Bannister, E.N., Hogg, M.K., ―Negative symbolic consumption and consumers’ drive for self-esteem: the case of the fashion industry‖, European Journal of Marketing, Vol. 38 No. 7, pp.

8. Chadha, R., Husband, P., ―The cult of the Luxury Brand: Inside Asian’s love affair with luxury‖, Nicholas Brealey International, London (2006).

10. Chen, F.L., Working Women and State Policies in Taiwan, PALGRAVE, NY, (2000)