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知觉价格、品牌形象、商店形象对知觉价值与购买意愿之关係研究─以西班牙服饰品牌ZARA为例

【中文摘要】:经济的发展提升消费者对生活需求程度,其中包括美食或服装的讲究。然而近年经济上的萧条,让消费者的预算降低,但这并没有使过去的生活程度退后。也因所得与价格敏感的情况下,消费者还是希望本身穿搭能在平

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价中找到奢华感,因此延伸出平价时尚的概念。在2011年ZARA首次进入台湾市场,至今也营运约三年的时间,在这段时间内,许多知名平价品牌也陆续进入台湾。这些快速时尚品牌即是专为追求快速流行的消费者所发展出来的新市场。而过去ZARA个案研究中,仅着重企业本身营运效能作探讨,较少探讨外部线索对于购买意愿之影响。
本研究将以消费者观点,探讨ZARA服饰在消费者知觉价格、品牌形象、商店形象对购买意愿间之影响关係,并进一步验证加入中介变数知觉价值后,消费者对购买意愿之影响。以知道或曾经购买过ZARA服饰的消费者为研究对象,透过问卷调查蒐集初级资料,回收有效问卷共计278份,并以叙述性统计与迴归分析等研究方法验证假设。
研究结果发现消费者对于ZARA的知觉价格、品牌形象、商店形象皆会正面影响知觉价值进而在正向影响购买意愿。由此得知,对平价时尚品牌的消费者来说,除了价格部分外,更重视产品本身的品质、多样性与公司员工提供的服务和店内不同设计风格,因为这些区隔会让消费者更加认同且了解该平价品牌产品的市场的定位。透过不同定

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位满足多样的消费者的需求,而消费者的正负评价形成的知觉价值会影响最终的购买意愿。此外知觉价值在三变数与购买意愿间具有中介存在,表示消费者会透过价格、品牌形象、商店形象在心中对该平价品牌产品形成整体评价,这些评价的好坏会在消费者心中相互权衡,权衡最后的结果则会间接影响消费者的购买意愿,故消费者的知觉价值对最后的购买意愿来说,会有部分的影响。
【英文摘要】: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 me

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diator. 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.
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  • 来源:中山大学;作者:蔡佩勋
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