產品屬性、品牌形象、知覺價值與購買意願關係之研究 -以 ZARA 實體店面與網路商店為例

當消費者的購物習慣隨著全球經濟發展漸漸改變後，消費者對於產品要求的程度也不斷提升，雖然近年經濟不景氣，但服飾是人們生活中的必需品，所以並沒有使人們對於服飾產業的需求降低。該如何應對這個消費者預算降低，且價格敏感的時代，並且成功地吸引消費者?是一個重要的議題。本研究利用2011年進入台灣市場的平價時尚服飾品牌ZARA為例，此品牌專為追求快速流行的消費者所發展出的市場，該如何運作才能成功影響顧客對此品牌之購買意願。　　本研究為探討ZARA服飾在產品屬性、品牌形象、知覺價值與購買意願之間關係，並結合探討實體店面與網路商店是否有差異。研究對象以逛過ZARA 之消費者為主，並透過網路問卷調查蒐集樣本資料，共寄發208份問卷，回收有效樣本共 179 份，而填答實體店面有效問卷127份；網路商店有效問卷 52 份。並以 SPSS 22.0 版和 AMOS 21.0版作為資料分析工具，進行敘述性統計分析、驗證性因素分析、信效度分析、結構方程模式以及配適度檢定分析。　　本研究結果顯示實體店面與網路商店之產品屬性對知覺價值的「情感價值、社會價值、品質價值、購買價格」有顯著正向影響；品牌形象對知覺價值的「情感價值、社會價值、品質價值、購買價格」有顯著正向影響。而知覺價值對購買意願有顯著正向影響。本研究針對上述的研究意涵進行深入討論，也針對服飾業提供具體的建議。

關鍵字

產品屬性；品牌形象；知覺價值；購買意願

並列摘要

As consumers’ shopping habits gradually change with the development of the global economy, the degree of consumer demand for products has continued to increase. Despite the economic downturn in recent years, clothing is considered a necessity in people's lives, so it has not reduced people's demand for the clothing industry. 　　How to deal with this era of lower consumer budgets and price sensitivity, and successfully attract consumers is a serious problem for clothing stores. This research used a case study on ZARA which with fast fashion that entered the Taiwan market in 2011. This brand is a market developed for the pursuit of fastmoving consumers. We want to know how to successfully influence customers' willingness to buy this brand. 　　The purpose of the study was to assess explore the relationship between ZARA clothing's product attributes, brand image, perceived value and purchase intention, and to explore whether there are differences between physical stores and online stores. The research subjects are mainly consumers who know ZARA clothing. To collected sample data through questionnaire surveys, send 208 samples and received a total of 179 valid samples, and answered 127 valid questionnaires in physical stores; 52 valid questionnaires in online stores. SPSS 22.0 and AMOS 21.0 were used as data analysis tools for descriptive statistical analysis, confirmatory factor analysis, reliability and validity analysis, structural equation modeling, and test of Goodness-of-fit analysis. 　　The results of this study show that the product attributes of physical stores and online stores have a significant positive impact on the “Affective value, social value, quality value, price” of perceived value. Brand Image has a positive and significant impact on “Affective value, social value, quality value, price” of perceived value.Perceived value have a positive and significant impact on purchasing intention. This study discusses the implications of the above studies and provides specific suggestions for the apparel industry.