以虛榮特性探討品牌形象及消費者購買意圖之研究-以臺中市百貨服飾為例

The Study of the Relationship between Vanity Trait, Brand Image and Consumer Purchase Intention - A Case Study of Taichung City Department Store Fashion Industry

張景富(Ching-Fu Chang)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

身處在台灣經濟高度發展的社會中，經濟的力量帶來了高度的消費力，人們崇尚時尚品牌，昂貴的消費成了提升自我地位的價值表徵。新奢華主義風潮正風靡流行著，足可顯示奢華產業的前景相當看好，奢華品牌的經營策略是值得去探討研究的。本研究旨在探討品牌形象、虛榮特性與購買意願之關係，並以品牌服飾為例。並期盼品牌服飾業者能針對不同社經特性的消費者需求提供妥適的服務。
本研究主要是以文獻及問卷調查的方式來進行研究，本文主要參考文獻有國外學者Keller(1993)所提出之品牌形象，Netemeyer et al.(1995)、國內學者張威龍(2000)之虛榮特性主張，及Dodds,Monroe and Grewal（1991）、Zeithaml(1998)購買意願特性等相關參考文獻。
首先探討各項因素構面概念與定義而提出理論模式。而後驗證理論模式在服飾業的適當性，對服飾業進行資料蒐集與分析。本研究以迴歸分析，來加以檢定所探討之研究假說。
本研究運用描述性統計、信效度分析、因素分析、T檢定分析、單因子變異數分析、相關分析、迴歸分析等相關統計方法，進行研究結果描述及假說驗證。
對於本研究管理意涵，由直接與間接效果的結果來看，可確認虛榮特性「外表關懷」，是購買意願的考量因素，管理者可藉由促銷策略，來增進消費者購買之意願，而建立優良品牌形象可以提升消費者之購買動機。
本研究驗證結果顯示：1.不同年齡、婚姻、零用金的消費者，對於服飾的品牌形象上之認知，具有顯著差異性。2.不同性別、教育程度的消費者，對虛榮特性的認知，具有顯著差異性。3.不同性別、年齡、婚姻、零用金的消費者，對購買意願的認知，具有顯著差異性。4. 具有品牌屬性、品牌利益、品牌態度的品牌形象對於外表關懷的虛榮特性，具有正向顯著影響性。5. 具有品牌利益的品牌形象對於成就關懷的虛榮特性，具有正向顯著影響性。6. 消費者愈是具有外表關懷的虛榮特性，對於購買意願具有正向顯著影響性。

關鍵詞：品牌形象(Brand Image)、虛榮特性(Vanity Trait)、購買意願(Purchase Intention)

關鍵字

品牌形象 ； 虛榮特性 ； 購買意願

並列摘要

Living in the society of Taiwan''s economic development, the economic power of a high degree of spending power. People advocating fashion brand, expensive consumer became enhance the value of self-position characterization. The new luxury trend is sweeping the popular. Enough to show the luxury industry very promising, the luxury brand''s business strategy is to explore the research. This study explored the relationship between brand image, the vanity features, and purchase intention, brand clothing, for example. Look forward to the brand in the fashion industry to provide proper services to consumer demand for different socio-economic characteristics.

In this study, mainly based on the literature and a questionnaire survey to study. In this paper, references foreign scholars Keller (1993), brand image, Netemeyer et al. (1995), the vanity features advocates for domestic scholars Veyron (2000), and Dodds, Monroe and Grewal, (1991), Zeithaml, (1998) purchase intention characteristics References.

First discusses the factors that the concepts and definitions of the dimensions proposed theoretical model. Then verify the appropriateness of the theoretical model in the fashion industry, fashion industry, data collection and analysis. In this study, regression analysis, to be a test of hypothesis.

In this study, descriptive statistics, reliability and validity analysis, factor analysis, T-test analysis, single factor analysis of variance, correlation analysis, regression analysis and other statistical methods, a description of the findings and hypothesis testing.

The managerial implications of this study, the results of direct and indirect effects. Can confirm the vanity features the appearance of care "is the consideration of purchase intention. Managers by the promotional strategies to enhance the willingness of consumers to buy. Can enhance the motivation of consumers purchase a good brand image.

This study tested the results showed that:
1.A different age, marriage, petty cash consumers, apparel brand image on the
cognitive, with significant differences.
2.Different gender, education level of consumers, the awareness of the vanity
features, with significant differences.
3.Different gender, age, marital, petty cash consumer awareness, purchase
intention, with significant differences.
4.With brand attributes and brand benefits, brand attitude, brand image,the
vanity features of the appearance of caring has a positive significant impact on
nature.
5.Brand image brand interests of for achievements care vanity features, with a
positive significant impact on nature.
6.Consumers more vanity features with the appearance of caring, has a positive
significant effect of purchase intentions.

Keywords: Brand Image, Vanity Trait, Purchase Intention

並列關鍵字

Purchase Intention ； Brand Image ； Vanity Trait

參考文獻

3.沈孝思(2006)。品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究－以保健食品為例。碩士論文，成功大學，台北。

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8. Dodds, W.B., K. B. Monroe and D. Grewal (1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation, ”Journal of Marketing Research.