本研究針對跨界聯名服飾品牌商品的品牌權益、適配度及消費者生活型態對消費者購買意願影響進行探討,希望提供相關業者在商品開發及跨界結盟有所幫助;瞭解影響國內消費者選購跨國聯名服飾商品的因素為何,整理出以下三點:(一) 瞭解國內消費者選購跨界聯名後服飾品牌的消費者之生活型態是否會影響消費者購買意願。 (二) 瞭解國內消費者選購跨界聯名後服飾品牌之品牌權益是否會影響消費者購買意願。 (三) 瞭解國內消費者選購跨界聯名後服飾品牌之適配度是否會影響消費者購買意願。本研究以多元迴歸、多項式迴歸、反應曲面迴歸進行分析(問卷樣本數577份),其結果發現創新冒險、精打細算、跨界後品牌知覺品質、跨界後品牌忠誠度、適配度對消費者購買意願具有正向顯著影響。最後生活型態對跨界聯名後購買意願具有正向影響僅部分成立。跨界聯名後的品牌權益對跨界聯名後的購買意願具有正向影響僅部分成立。適配度對跨界聯名後購買意願的具有正向影響完全成立。
The study aims to explore the impact of brand equity, fitness and consumer lifestyle for crossover branded clothing commodity on consumer purchase intention, hoping to be helpful for the relevant practitioners to conduct commodity development and crossover alliance; after understanding what the impact factors are on crossover branded clothing commodity purchased by domestic consumers, the following three points are organized:1.Understand whether consumer lifestyle impacts on consumer purchase intention when domestic consumers choose to purchase crossover clothing brands.2.Understand whether brand equity impacts on consumer purchase intention after domestic consumers choose to purchase crossover clothing brands.3. Understand whether crossover fitness impacts on consumer purchase intention after domestic consumers choose to purchase crossover clothing brands. This study adopted multiple regression, polynomial regression and response surface regression for analysis (sample size is 577 questionnaires), and the result showed that innovation and risk-taking, budgeting, crossover brand perceived quality, crossover brand loyalty and fitness on consumer purchase intention have positively significant impact. Positive impact of lifestyle on crossover brand purchase intention is only partially established. Positive impact of brand equity on crossover brand purchase intention is only partially established. Positive impact of fitness on crossover brand purchase intention is fully established.