本研究主體為台灣自創少淑女服飾品牌Scottish House，並研究消費者購買此品牌時是否會受到產品外部屬性，如來源國形象、品牌形象與價格的影響，進而影響對該品牌服飾的知覺品質與購買意願。
研究所得之主要結論如下：
一、品牌與設計來源國形象的確會對知覺品質產生正面影響，顯示女性消費者認為Scottish House 的品牌與設計來源國形象會讓她們覺得該品牌服飾品質很高，且設計來源國形象對知覺品質的影響力稍微大過於品牌來源國。
二、品牌形象也會對知覺品質產生正面影響，Scottish House 的品牌形象對知覺品質的影響力是大過於設計與品牌來源國形象。
三、知覺價格對知覺品質也會產生正面影響，且女性消費者對Scottish House 服飾的知覺價格很高。但知覺價格對知覺品質的影響力卻遠遠低於來源國形象與品牌形象。
四、知覺品質對購買意願有正面影響，且女性消費者認為Scottish House 的服飾擁有高品質因而增加其購買意願。
本研究之結論在管理上之意義有四：
一、設計來源國形象相對重要
二、品牌形象為判斷產品品質良莠的關鍵外部線索
三、價格解釋產品品質的能力有限
四、高知覺品質引發高購買意願

The main subject of this study is about Taiwanese girls and ladies clothing brand called Scottish House, and to discuss the consumer whether or not be influenced by extrinsic cues such as image of the country of origin, brand image and prices when
purchasing clothing, thereby affecting the perceived quality and purchase intention.
The main conclusions of the study are as follows:
1. Image of COO and COD will indeed have a positive impact on perceived quality, indicating that female consumers of Scottish House think the image of COO and COD make them feel that the clothing has high quality. And the impact of image of COD on perceived quality is more than image of COO.
2. Brand image will also have a positive impact on perceived quality and the influence of brand image of the Scottish House on perceived quality is the strongest over image of COO and COD.
3. Perceived price will have a positive impact on perceived quality, and the female customer regards Scottish House as high price. However, the influence of perceived price on perceived quality is far lower than the image of COO and COD.
4. Perceived quality will have a positive impact on purchase intention, customers thinks Scottish House has high quality and thus increase their willingness to buy.
The conclusions above are significant to the management in the following aspects.
1. COD is relatively important.
2. Brand image is a key extrinsic cue for judging product quality.
3. Price has a limitation to explain product quality.
4. High product quality leads to high purchase intention.

致謝詞 ..................................................................................ii
中文摘要 ..............................................................................iii
Abstract .............................................................................. iv
目錄 ..................................................................................... v
表目錄 ..................................................................................vii
圖目錄 ................................................................................. ix
第一章 導論 ........................................................................1
第一節 研究背景 ................................................................1
第二節 研究動機 ............................................................... 3
第三節 研究目的 ................................................................5
第二章 文獻探討 ................................................................6
第一節 來源國形象 ............................................................6
第二節 品牌形象 ................................................................13
第三節 知覺價格 ................................................................18
第四節 知覺品質 ................................................................20
第五節 購買意願 ................................................................22
第六節 文獻小結 ................................................................23
第七節 文獻評述 ................................................................24
第三章 產業分析與個案描述 ............................................26
第一節 台灣女裝產業概況 ................................................26
第二節 Scottish House 品牌服飾 ...................................33
第四章 研究方法 ................................................................38
第一節 研究架構 ................................................................38
第二節 研究假設與操作性定義 ........................................40
第三節 問卷資料設計與蒐集 ............................................47
第四節 資料分析方法 ........................................................48
第五章 資料分析 ................................................................49
第一節 有效樣本特徵 ........................................................50
第二節 變數描述 ................................................................54
第三節 信度檢定 ................................................................58
第四節 研究假設檢定 ........................................................59
第五節 人口統計變數對各變數的影響 ............................64
第六章 結論與建議 ............................................................69
第一節 結論 ........................................................................69
第二節 研究限制 ................................................................71
第三節 管理意涵 ................................................................72
第四節 實務建議 ................................................................73
參考文獻 .............................................................................74
附錄一 本研究問卷 ............................................................78

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