消費者對UNIQLO之品牌認知、顧客滿意度與購買意願

目前服飾業競爭激烈，如何提高消費者的購買意願，除了創新產品外，服務品質也不容忽視，能擄獲消費者的心才能使品牌長久並擁有高滿意度與購買意願。由於UNIQLO的平價服飾深受消費者歡迎，因此本研究以問卷調查方式，探討UNIQLO之品牌認知、顧客滿意度與購買意願。主要研究結果如下： 1.品牌認知中的「我可以辨識出UNIQLO和其他服飾商品的不同之處」，顧客滿意度中的「我對UNIQLO服飾商品的價格感到滿意」以及購買意願中的「UNIQLO服飾代言人，會影響我的購買意願」滿意度較低。因此建議UNIQLO公司未來可加強品牌之辨識度，並調整商品的定價策略，而服飾代言人對於消費者購買意願的影響力較低，可考慮使用其他廣告策略，以提升購買意願。 2.品牌認知中的「我喜歡UNIQLO服飾商品的設計」、「我喜歡UNIQLO購買動線的規劃」、「我覺得UNIQLO的服飾商品符合流行趨勢」等題項，男性的同意度大於女性。而在購買意願中的「UNIQLO的廣告，會影響我的購買意願」、「UNIQLO服飾商品促銷折扣，會影響我的購買意願」等題項，則是女性的同意度大於男性。因此未來可加強女性服飾商品的設計及符合女性需求的動線規劃，同時推出以女性為對象的商品廣告或促銷折扣，以提升女性的購買意願。

關鍵字

UNIQLO ；品牌認知；顧客滿意度；購買意願

並列摘要

The apparel industry is currently in intense competition. If an apparel company wants to increase consumers’ purchase intention, it must not neglect the service quality in addition to innovating its products. Capturing the hearts of consumers is the only way to build a long-lasting brand and have high customer satisfaction and strong purchase intention. Since UNIQLO’s affordable apparel is popular among consumers, this study conducted a questionnaire survey to explore the relationship between brand cognition, customer satisfaction and purchase intention. The research results are as follows: 1. In the facet of brand cognition, the item “I can identify the difference between UNIQLO apparel and other brand’s apparel products” had a lower score. The scores of the item “I am satisfied with the price of UNIQLO apparel products” of the facet of customer satisfaction and the item “The endorser of UNIQLO can affect my purchase intention” of the facet of purchase intention were also lower. Therefore, this study suggested that UNIQLO can enhance its brand cognition and adjust the pricing strategy for commodities in the future. As the endorser had a lower influence on consumers’ purchase intention, this study suggested that UNIQLO can consider using other advertising strategies to enhance purchase intention. 2. In the item “I like the design of UNIQLO apparel products”, “I like the planning of purchase flow in UNIQLO”, and “I think UNIQLO apparel products meet the trend of fashion” of the facet of brand cognition, the agreed proportion of males is higher than that of females. In contrast, in the item “UNIQLO advertisement can affect my purchase intention” and “The promotion and discount of UNIQLO can affect my purchase intention” of the facet of purchase intention, the agreed proportion of females is higher than that of males. Based on these results, this study proposed that UNIQLO can strengthen the design of women’s apparel products and plan a purchase flow which meets the needs of women in the future. It can launch product advertisements or promotional discounts targeting women to enhance women’s purchase intention.