臺灣博碩士論文加值系統

本研究構建與驗證品牌知名度、產品特性、認知價值模式，並探討對顧客購買意願之模式，以台灣購買服飾之消費者為研究對象，並使用結構方程式來驗證服飾品牌的品牌知名度、產品特性、知覺價值、購買意願之間四者的關聯。

本研究透過問卷調查的方式，以國內15~60歲之消費者為調查對象，將研究範圍設定於台灣北部、中部、南部等三個人口密集的都會區，進行抽樣調查，問卷總共發放300份，有效問卷275份。

透過LISREL模式分析，作本研究假說之驗證分析，結果顯示:（1）品牌知名度對認知價值具有不顯著影響；（2）品牌知名度對購買意願呈現正向顯著影響；（3）產品特性對認知價值具有正向顯著影響；（4）產品特性對購買意願呈現正向顯著影響；（5）認知價值對購買意願具有正向顯著影響。

This research emphasizes with developing and verifying the model of brand awareness , Product Characteristic,Perceived Value and discusses its relationship with consumer Purchase intention.On consumers’ apparels purchasing intention in Taiwan. And adopts structural equation modeling to verifying the relationship among brand apparels brand awareness, Product Characteristic, Perceived Value, and purchasing intention.

This research is through the questionnaire method,15~60 years old of consumer for investigate the object on domestic, The research will scope is set to consumers located in Northern、Central and Southern Taiwan,survey issued to 300 copies, the final usable responses were,Carry on the sampling,the structure equation model is used to test the hypotheses in this study.
The results of the study were as follows:
1. brand awareness hasn't significantly positive effect on Product Characteristic.
2. brand awareness has significantly positive effect on purchasing intention.
3. Product Characteristic has significantly positive effect on Perceived Value.

4. Product Characteristic has significantly positive effect on purchasing intention.
5. Perceived Value has significantly positive effect on purchasing intention.

表目錄III
圖目錄VI
第一章 緒論1
1.1 研究背景與動機1
1.2 研究目的2
1.3 研究範圍3
1.4研究流程3
第二章 文獻探討與假設推論5
2.1 服飾零售業5
2.2 品牌知名度13
2.3 產品特性18
2.4 認知價值22
2.5 購買意願26
2.6 各構面間關係31
第三章 研究方法35
3.1 研究架構35
3.2 研究假設36
3.3 研究變數操作定義與衡量36
3.4 問卷設計39
3.5 資料蒐集40
3.6 資料分析方法41
3.7 資料前測43
第四章 資料分析結果49
4.1樣本結構敘述性統計分析49
4.2衡量題項描述性統計分析53
4.3因素分析55
4.4信度分析59
4.5效度分析62
4.6相關分析64
4.7 LISREL模式分析66
4.8 ZARA、UNIQLO在各構面因素之差異分析92
第五章 結論與未來研究方向93
5.1 研究結論93
5.2 管理意涵96
5.3 研究限制99
5.4 後續研究建議100
參考文獻101
附錄110

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