UNIQLO與ZARA之來源國形象和品牌形象對購買意願之研究─以產品知覺品質為中介變數

A study of the relationships among the COO image, brand image and purchase intention of UNIQLO and ZARA- The mediating effect of product’s perceived quality

鄭雅文(Ya-Wen Cheng)

指導教授 ： 何怡芳

淡江大學/商學院/國際企業學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00830

摘要

UNIQLO與ZARA分別於2010與2011年來台設立門市，且各自預計在未來三年內設立100與10間分店。UNIQLO與ZARA為分別來自日本與西班牙之服裝製造零售商(specialty store retailer of private label apparel, SPA)。因此本研究探討在台灣設立門市並採用SPA商業模式之國際服飾零售商─UNIQLO以及ZARA做為來源國形象與品牌形象對知覺品質與購買意願影響的受測目標。

主要針對曾經逛過UNIQLO或ZARA之消費者，探討來源國形象與品牌形象對消費者之購買意願是否造成影響以及知覺品質是否在兩者之間扮演著中介效果的角色。因此本研究希望能藉由統計資料的分析，達成下列的研究目的：
一. 探討來源國形象是否影響購買意願，及知覺品質是否在兩者間具中介效果。
二. 探討品牌形象是否影響購買意願，及知覺品質是否在兩者間具中介效果。
三. 由於UNIQLO與ZARA之服飾風格不太相同，因此本研究想藉由人口統計變項的探討找出影響消費者在購買UNIQLO或ZARA時之因素。

本研究使用問卷調查方式，依據回收問卷進行資料分析，主要研究結果如下：
一. 在消費者購買服飾時，來源國形象仍有其影響力，且知覺品質在來源國形象與購買意願間具有中介效果。
二. UNIQLO、ZARA之品牌形象會影響消費者之購買意願，但知覺品質在品牌形象與購買意願之間不具有中介效果。
三. 消費者在購買UNIQLO或ZARA時，價格與品質是影響其是否購買之因素。

關鍵字

來源國形象 ； 品牌形象 ； 知覺品質 ； 購買意願

並列摘要

UNIQLO and ZARA set up their own store in 2010 and 2011 respectively, each of them announced that they will set up 100 and 10 branches within the next three years. UNIQLO and ZARA comes from Japan and Spain, both of them adopt SPA Model (specialty store retailer of private label apparel). Hence, this thesis intends to investigate the influence of COO image, brand image, perceived quality and purchase intention in the international company which adopt SPA model and have stores in Taiwan as experimental objects.
The samples of questionnaire research are mainly from customers who have visited UNIQLO or ZARA before, and investigate the effect of COO image and brand image to consumer’s perceived quality and purchase intention. And test a mediating effect of perceived quality between COO image and brand image respectively. This study hopes to reach the following research purposes through the analysis of the statistical data:
1. Explore whether COO image will influence the purchase intention, and the mediating effect of perceived quality on COO image and purchase intention is supported.
2. Explore whether brand image will influence the purchase intention, the mediating effect of perceived quality on brand image and purchase intention is supported.
3. Because of different style, what is the critical reason effects consumer’s purchasing intention.
This research uses questionnaire methodology. After analysing and comparing the information, the main conclusions of this thesis can be summarized below:
1. When consumer purchase clothes, the effect of COO image still exist. Perceived quality plays a mediator role between COO image and purchase intention.
2. Brand image of UNQLO and ZARA significantly influences consumer purchase intention. But perceived quality does not play a mediator role between COO image and purchase intention.
3. Price and quality play an critical role while consumer purchase UNIQLO or ZARA.

並列關鍵字

Country-of-origin image ； Brand image ； Perceived quality ； Purchase Intention

參考文獻

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