國民品牌服飾之消費者知覺品質、知覺價值與購買意願關係之研究

The Study of the Relationship Between Consumer Perceived Quality, Perceived Value and Purchase Intention of National Apparel Brands

潘渝芳(Yu- Fang Pan)

指導教授 ： 吳金蓮

嶺東科技大學/管理學院/經營管理研究所/碩士(2012年)

https://doi.org/10.6823/LTU.2012.00012

摘要

來自日本的國民品牌服飾UNIQLO在台灣台北設立了新據點，除了掀起了台灣平價服飾市場的軒然大波外，也帶起了「國民品牌服飾」此一名詞的流行風潮，不論報章雜誌、新聞網路，相關報導比比皆是，許多早在台灣設點的國民品牌服飾面對此一日本品牌來勢洶洶，準備了許多促銷手法迎戰，這使得平價服飾市場格外受到矚目。國民品牌服飾皆主要販售平價、時尚又兼具高品質之服飾產品，而購買過國民品牌服飾之消費者，他們對於平價服飾之知覺品質、知覺價值與購買意願為何，以及知覺品質、知覺價值與購買意願三者之關係為何，是本研究之研究動機與研究目的。
本研究以Hang Ten、Giordano、UNIQLO做為主要研究之品牌，共發出600份問卷，有效問卷358份。作者採用敘述統計分析來探討國民品牌服飾之知覺品質、知覺價值與購買意願，並以迴歸分析法來探討國民品牌服飾之知覺品質與購買意願、知覺價值與購買意願、知覺品質與購買意願等變項彼此之間的關係。
研究結果顯示，消費者對於國民品牌服飾產品的知覺品質、知覺價值與購買意願認知上都具有一定程度上的同意度；其中以UNIQLO消費者的知覺品質、知覺價值與購買意願之同意程度會比Hang Ten、Giordano來的高；本研究亦證實消費者對於國民品牌服飾的知覺品質、知覺價值與購買意願三者之間有顯著之正向關係存在。

關鍵字

國民品牌服飾 ； 知覺品質 ； 知覺價值 ； 購買意願

並列摘要

As a popular Japanese fashion brand, UNIQLO, set a new base in Taipei, it brought a sensation in the clothes market, creating a fad called National Apparel Brands. In magazines, news, network, or TV, all related reports are discussed and known by all of us. Consequently, many other brands which have already thrived in Taiwan come up with many marketing ideas in the hope to be against the coming affect from UNIQLO, which has caused more notices than ever. National Apparel Brands means products with high quality, average price and the taste. For those consumers with purchasing experiences, their perceived quality, perceived values and purchasing intention, as well as the way how the three elements affect one another, are what this study aim to explore.
The study mainly focuses on such three brands as Hang Ten, Giordano and UNIQLO with 600 questioneries issued and 358 effective questionnaire collected. The method adopted here is descriptive statistics,to analyze their perceived quality, perceived values and purchasing intention on National Apparel Brands. Moreover, by means of return analytic method, it aims to explore the interaction between perceived quality and purchase intention, perceived value and purchase intention, and betwewn perceived quality and purchase intention.
As the results show, consumers, to some degrees, show more tendencies in purchasing UNIQLO, based on perceived quality, perceived values and purchasing intention, than Hang Ten, Giordano. Also, this study also confirms the positive line among the three elements in consumption.
Keyword:Perceived Quality, Perceived Value, Purchase Intention

並列關鍵字

Perceived Quality ； Perceived Value ； Purchase Intention

參考文獻

參考文獻

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王進淵（2003），品牌來源國國家形象、品牌名稱、價格對知覺品質與購買意願