生活型態對品牌偏好及購買意願的影響

The Effect of Lifestyle on Brand Preference and Purchase Intention

林香如(Shiang-Ju Lin)

指導教授 ： 蕭如妙

嶺東科技大學/管理學院/行銷與流通管理研究所/碩士(2013年)

https://doi.org/10.6823/LTU.2013.00093

摘要

近年來隨著週休二日的實施，人們閒暇的時間增加，政府與民間團體推動各種運動休閒活動，消費者對於休閒運動之需求及人生健康越加重視，因此休閒、運動、樂活逐漸成為國人最流行的生活型態。以健康為訴求的活動，逐漸受到重視，促成運動休閒服飾的需求成長。消費者在購買運動休閒服會因品牌的偏好選擇來展現自我風格，國際知名的運動品牌領導著台灣運動休閒服飾市場，而這幾年網路竄紅的休閒服飾品牌，讓消費者在運動休閒服飾通路上的選擇更加多元化。消費者的購物型態不斷在改變，而面對不同消費者生活型態，能夠洞察消費者的心理，才能便能讓消費只產生品牌認同。剖析消費者的生活型態，可使企業品牌與消費者進行行銷溝通時，逐漸形成正向的態度，進而產生購買意願。
本研究是以消費者觀點，探討生活型態對品牌偏好及購買意願之關係。以台中地區之消費者進行問卷調查，進行便利抽樣，回收245份有效問卷。以結構方程式(SEM)驗證研究假說，實證結果發現：(1) 生活型態對品牌偏好有正向的顯著影響(2) 生活型態對購買意願有正向的顯著影響(3) 品牌偏好對購買意願有正向的顯著影響。結果說明生活型態是消費者重要的特徵，能夠反應所購買的品牌及產品，當企業與消費者做溝通時，企業應思考如何透過生活型態做出區隔，讓消費者有對品牌有正面的態度產生喜愛，並願意購買該品牌。

關鍵字

生活型態 ； 品牌偏好 ； 購買意願

並列摘要

In recent years with the implementation of the two-day weekend, people leisure time increases, the relative demand for recreational sports and healthy life has been growing. Recreation, sports, and Lohas have become the most popular people’s lifestyles. People’s increasing participations in sports activities lead to the increased growth in sports and leisurewear. When purchasing sports and leisurewear, consumers tend to choose the brands they prefer in order to show their unique style.
Taiwan’s sportswear market has been dominated by international leading sports brands. However, many popular internet brands emerged in the local market in the past few years. In facing fast changing consumer’s lifestyles, how to grasp a better understanding of consumer lifestyles and facilitate brand identification is a critical issue for marketers to achieve competitive advantages.
The purpose of this study, from the consumer perspective, is to explore the relationships among lifestyle, brand preference and purchase intention. Questionnaire was used to collect data, and 245 out of 279 questionnaires were completed and returned. The data analysis was carried out by structural equation modeling (SEM). The results showed that (1) lifestyle has positive effects on brand preference, (2) lifestyle has positive effects on purchase intention, and (3) brand preference has positive effects on purchase intention.
The findings indicate that lifestyle is an important factors that can influence consumers’ choices in products and brands.
Therefore, marketers should consider how to appropriately segment their markets by consumer lifestyles in order to cultivate positive brand preference and purchase intention.

並列關鍵字

lifestyle ； brand preference ； purchase intention

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