品牌知識、顧客價值對購買意願之影響-以信任為干擾變數

A Study on Relationship among the Brand Knowledge, Customer Value and Purchase Intention-The Moderating Effect of Trust

謝京燁(Ching-Yeh Hsieh)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

隨著時代的演進，衣服不再只是人們生活中的必需品，反而是希望能藉由衣服來包裝自己，展現出追隨時尚潮流的腳步，但受到2008年全球金融風暴及近年歐債危機的影響，使得服飾產業面臨極大的挑戰，再加上國外許多知名品牌相繼登台，導致台灣服飾業市場趨於飽和、競爭激烈，因此，除了要滿足消費者多樣化的需求外，更要提高消費者對於品牌的認同感，才能在競爭激烈的環境中站穩腳步且穩定的成長。
本研究旨在探討品牌知識、顧客價值對購買意願的影響，並以信任為干擾變數，研究對象為曾在台中地區購買過知名品牌服飾的消費者，利用便利抽樣法共計發放435份問卷，其有效問卷380份，有效問卷回收率約為88%。本研究採用敘述性統計分析、因素分析、相關分析、迴歸分析進行假說驗證，其結果發現：(1)服飾品牌形象對顧客價值具有正向顯著影響；(2)服飾品牌知名度對顧客價值具有正向顯著影響；(3)顧客價值對消費者購買意願具有正向顯著影響；(4)服飾品牌形象對消費者購買意願具有正向顯著影響；(5)服飾品牌知名度對消費者購買意願具有正向顯著影響；(6)信任未正向顯著干擾顧客價值對消費者購買意願。

關鍵字

購買意願 ； 顧客價值 ； 品牌知識 ； 信任

並列摘要

With the evolution of the times, people think the clothes aren’t any longer for a necessity of life, instead of hoping to dress up themselves by clothes. The apparel industry was affected by the 2008 global financial turmoil and by the recent debt crisis in Europe, facing great challenges. Taiwan's fashion industry market is filled as a resulting of many foreign brands had been coming. Therefore, the apparel industry is not only meeting the diverse needs of consumers, but also improving the consumer brand’s identity, to get a foothold in the competitive environment and keep growing.
This study investigates the influence of brand knowledge and customer value on the intention of the purchase. The study using the confidence as interference variables, and research sample is consumer who had been bought clothes of the fast fashion brand in Taichung, taking advantage of sampling a total of 435 questionnaires were distributed, which 380 valid questionnaires, the effective response rate of about 88%. In this study, using descriptive statistical analysis, factor analysis, correlation analysis, and regression analysis were verified the hypothesis. The results showed that: (1) clothing brand’s image has a positive significant effect on customer value; (2) clothing brand’s publicity has a positive the significant on customer value; (3) customer value has a positive significant effect on the consumer purchase intention; (4) clothing brand image has a positive significant effect on consumer purchase intention; (5) clothing brand’s publicity has positive the significant influence on consumer purchase intention; (6) Trust is not significantly positive interfere with the customer value on consumer purchase intention.

並列關鍵字

Purchase Intention ； Customer Value ； Brand Knowledge ； Trust

參考文獻

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