UNIQLO優衣庫品牌形象與服務品質對購買意願之影響研究

日本休閒平價服飾品牌UNIQLO主打日式服務，用整齊收納的方式打造出獨樹一格的賣場，並每週推出商品促銷主題活動來變更陳列打造出快時尚的商店氣氛吸引消費者目光。本研究以UNIQLO優衣庫的消費者作為研究對象，探討不同背景變項消費者對於品牌形象、服務品質及購買意願具有顯著差異，另品牌形象、服務品質對購買意願之影響程度。研究方法採用問卷方式進行調查，針對台中市與台南市UNIQLO優衣庫店舖之路面店進行便利抽樣，其有效樣本數為505份，研究結果如下：不同年齡、個人消費頻率對品牌形象具有顯著差異；不同年齡、個人平均月收入、個人消費頻率對服務品質具有顯著差異；不同年齡、個人消費頻率對購買意願具有顯著差異。另社會責任、品牌知名度、及品牌聯想越高，其預測的購買意願也會越高；可靠性、關懷性、商品品質越高，其預測的購買意願也會越高。

關鍵字

品牌形象；服務品質；購買意願

並列摘要

UNIQLO, the Japanese affordable-price clothing brand delivers typical Japanese service styles to build neat consumer environments in each store, launching thematic product promotions to transform and create the atmospheres of fast fashion to fascinate consumers. The study is to take the consumers of UNIQLO as the research objects, discussing whether there are significant differences between different backgrounds of the consumers in brand image, service qualities, and purchasing intentions as well as examining how purchasing intentions are affected by brand image and service qualities. The questionnaire survey is adopted, and by using simple sampling to the UNIQLO branches in Taichung and Tainan City, the effective returned questionnaires are 505 shares. The results are as follows: there are significant differences between age and the frequency of personal consumption in brand image; there are significant differences between age, personal average monthly income, and the frequency of personal consumption in service quality; there are significant differences between age, the frequency of personal consumption in purchasing intention. Moreover, the higher the social responsibility, the reputation of brand, and the brand association, the higher the predictions of purchasing intention; the higher reliability, attentiveness, and product quality, the higher the predictions of purchasing intention.