Responsive image
博碩士論文 etd-0325114-044344 詳細資訊
Title page for etd-0325114-044344
論文名稱
Title
知覺價格、品牌形象、商店形象對知覺價值與購買意願之關係研究─以西班牙服飾品牌ZARA為例
The Relationship among Perceived Price, Brand Image, Store Image and Perceived Value to Purchase Intention─The Case Study on a Spanish Clothing Brand ZARA
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
116
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-04-23
繳交日期
Date of Submission
2014-04-25
關鍵字
Keywords
商店形象、品牌形象、知覺價格、知覺價值、購買意願
Perceived Price, Brand Image, Store Image, Perceived Value, Purchasing Intention
統計
Statistics
本論文已被瀏覽 5921 次,被下載 8994
The thesis/dissertation has been browsed 5921 times, has been downloaded 8994 times.
中文摘要
經濟的發展提升消費者對生活需求程度,其中包括美食或服裝的講究。然而近年經濟上的蕭條,讓消費者的預算降低,但這並沒有使過去的生活程度退後。也因所得與價格敏感的情況下,消費者還是希望本身穿搭能在平價中找到奢華感,因此延伸出平價時尚的概念。在2011年ZARA首次進入台灣市場,至今也營運約三年的時間,在這段時間內,許多知名平價品牌也陸續進入台灣。這些快速時尚品牌即是專為追求快速流行的消費者所發展出來的新市場。而過去ZARA個案研究中,僅著重企業本身營運效能作探討,較少探討外部線索對於購買意願之影響。
本研究將以消費者觀點,探討ZARA服飾在消費者知覺價格、品牌形象、商店形象對購買意願間之影響關係,並進一步驗證加入中介變數知覺價值後,消費者對購買意願之影響。以知道或曾經購買過ZARA服飾的消費者為研究對象,透過問卷調查蒐集初級資料,回收有效問卷共計278份,並以敘述性統計與迴歸分析等研究方法驗證假設。
研究結果發現消費者對於ZARA的知覺價格、品牌形象、商店形象皆會正面影響知覺價值進而在正向影響購買意願。由此得知,對平價時尚品牌的消費者來說,除了價格部分外,更重視產品本身的品質、多樣性與公司員工提供的服務和店內不同設計風格,因為這些區隔會讓消費者更加認同且瞭解該平價品牌產品的市場的定位。透過不同定位滿足多樣的消費者的需求,而消費者的正負評價形成的知覺價值會影響最終的購買意願。此外知覺價值在三變數與購買意願間具有中介存在,表示消費者會透過價格、品牌形象、商店形象在心中對該平價品牌產品形成整體評價,這些評價的好壞會在消費者心中相互權衡,權衡最後的結果則會間接影響消費者的購買意願,故消費者的知覺價值對最後的購買意願來說,會有部分的影響。
Abstract
Economic development improves our life quality and enhances the level of life demand including food, clothing and others. However, the economic recession recently has reduced budget of consumer expenses but it doesn't affect the existing standards of life demand. Inasmuch as lower income and fastidiousness of consumers, they still expect their outfits can look luxurious but with affordable prices. According to such growing demands of consumers, marketesr creative the concept of masstige, high fashion looks with reasonable prices. More fashion brands have developed to satisfy the market-directed demands of those people who love trendy fashion products. The former case study of ZARA mostly is focused on operational efficiency for the enterprise and has less discussion about the influence of external environment on the purchase intention.
The present study investigates the interacting influence of perceived price, brand image and store image on the purchase intention. Moreover, this study also discusses the perceived value as a mediator. This research uses random questionnaires to collect data from those who know or have purchased ZARA’s products. 278 samples are collected through the designed questionnaires, and then are applied to test the hypotheses by regression analysis
The results indicate that perceived price, brand image, and store image positively affect the perceived value and then perceived value also positively affects the purchase intention. In addition, there is a mediation effect of the perceived value on the relationship among the perceived price, brand image, store image and the purchase intention.
目次 Table of Contents
論文審定書 i
誌謝詞 ii
摘 要 iii
Abstract iiii
目 錄 ivi
圖 次 vii
表 次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 研究範圍 6
第二章 個案分析 7
第一節 全球服裝產業現況 7
第二節 個案背景介紹 9
第三章 文獻探討 18
第一節 知覺價格 18
第二節 品牌形象 22
第三節 商店形象 30
第四節 知覺價值 33
第五節 購買意願 40
第六節 人口統計變數 43
第四章 研究設計 44
第一節 研究架構 44
第二節 研究假設 45
第三節 變數之操作型定義與衡量方式 48
第四節 調查對象與問卷設計 50
第五節 研究方法 55
第五章 實證分析 58
第一節 有效樣本結構敘述與變數基本分析 58
第二節 知覺價格、知覺價值與購買意願之中介效果驗證 71
第三節 品牌形象、知覺價值與購買意願之中介效果驗證 74
第四節 商店形象、知覺價值與購買意願之中介效果驗證 77
第六章 結論與建議 81
第一節 結論 82
第二節 建議 87
第三節 管理意涵 90
參考文獻 92
附 錄─知覺價格、品牌形象、商店形象對知覺價值與購買意願之關係研究─以西班牙服飾品牌ZARA為例之問卷 103
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