全球性與地方性快速時尚品牌之價格知覺、流行涉入與品牌權益關係之研究

The Relationship among Price Consciousness, Fashion Involvement and Brand Equity of Global and Local Fast Fashion Brands

黃依蘋(Y. P. Huang) ； 廖國鋒(K. F. Liao) ； 蔡淑梨(S. L. Tsai)

《紡織綜合研究期刊》 23卷3期 (2013/07) Pp. 53-61

https://doi.org/10.6439/TTRJ.201307_23(3).0006

摘要

全球性品牌擁有雄厚資源的優勢、具競爭力的價格給全世界追求流行但又在意價格的時尚族群，嚴重威脅台灣本土的自創品牌。因此本研究目的在探討快速時尚產業中，影響全球性品牌與地方性品牌的價格知覺、流行涉入程度與品牌權益之關係。研究對象為曾經購買快速時尚品牌的消費者，以簡單隨機抽樣的方式共發放400份問卷，有效問卷309份，有效率為77%。研究發現：1.消費者的流行涉入越高，則越傾向偏好全球性品牌；2.消費者傾向低價的利益而購買，不論其為全球性或地方性的品牌；3.消費者的價格知覺越高，則快速時尚品牌的品牌權益也越高；4.消費者的流行涉入程度越高，則其品牌權益也越高；5.全球性快速時尚品牌的品牌權益並未顯著高於地方性品牌。

關鍵字

快速時尚 ； 價格知覺 ； 流行涉入 ； 品牌權益 ； 全球性與地方性品牌

並列摘要

With abundance of resources, global brands offer very competitive price to those price sensitive fashion pursuers, which the seriously threatened Taiwan local brands. The goal of this study is to investigate the fast fashion industry with relation to the perception in price, global brands and local brands, fashion involvement and brand equity.The questionnaire were sent to those who used to buy ready-to-wear (RTW) of fast fashion brands. There were 309 valid questionnaires received out of 400, 77% of the recovery rate. The findings of the research are as followings: (1) the price perception of global brands is lower than the local brands' is significant in; (2) the fashion involvement of global brands is significantly higher than those of local brands; (3) the price perception has significantly influence on brand equity. (4) the fashion involvement significant influences on brand equity. (5) the brand equity of global brand is higher than those of local brands is in significant.

並列關鍵字

Fast fashion ； price perception ； fashion involvement ； brand equity ； global and local brands