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研究生:洪翊玲
研究生(外文):Yi-Ling,Hung
論文名稱:品牌知名度、品牌形象與知覺價值對消費者購買忠誠度之影響-以國外平價零售服飾品牌ZARA,UNIQLO,H&M為例
論文名稱(外文):The Relationship Among Brand Awareness, Brand Image, Perceived Value and Consumer loyalty - An Example of ZARA, Uniqlo and H&M
指導教授:林宜霓林宜霓引用關係
指導教授(外文):YI-NI, LIN
學位類別:碩士
校院名稱:國立臺北商業大學
系所名稱:國際商務系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:42
中文關鍵詞:品牌知名度購買忠誠度品牌形象知覺價值平價時尚
外文關鍵詞:Consumer LoyaltyBrand AwarenessBrand ImageFast FashionPerceived Value
相關次數:
  • 被引用被引用:9
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  • 下載下載:189
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本研究針對國外平價服飾品牌(ZARA、UNIQLO、H&M)探討品牌知名度、品牌形象與知覺價值對於消費者購買忠誠度的影響。研究採問卷方式進行,資料蒐集共發放350份問卷,回收350份,有效問卷300份,有效問卷率85.7%。經由統計分析結果顯示品牌知名度、品牌形象會直接正向的影響購買忠誠度,且品牌知名度、品牌形象會透過知覺價值的中介,間接的影響購買忠誠度。
This research focus on the relationship among brand awareness, brand image, perceived value and consumer loyalty. Based on the questionnaire survey, a total 350 questionnaires were issued to the customers, who had actually purchased or had heard the foreign fast fashion brands, and 300 valid questionnaires were obtained, the valid return rate was 85.7%. The research hypotheses were confirmed by analysis and the research results show that brand awareness and brand image can affect perceived value and consumer loyalty positively also the consumer loyalty have positive effect through the perceived value by the performance of brand awareness, brand image.
目錄
口試委員審定書 iii
摘 要 iv
ABSTRACT v
誌謝 vi
目錄 vii
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 研究流程 2
第二章 文獻探討 3
2.1 平價時尚零售服飾業 3
2.1.1平價時尚產業 3
2.1.2品牌介紹 4
2.2 品牌知名度 4
2.2.1品牌知名度定義 5
2.2.2品牌知名度的構成與衡量 5
2.3 品牌形象 6
2.3.1品牌形象定義 7
2.3.2品牌形象的構成與衡量 8
2.4 知覺價值 8
2.4.1知覺價值之定義 9
2.4.2知覺價值之構成與衡量 10
2.5 購買忠誠度 11
2.5.1 購買忠誠度之定義 11
2.5.2 購買忠誠度之構成與衡量 13
第三章 研究方法 16
3.1 研究架構 16
3.2 研究假說 16
3.3 研究變數與操作型定義 19
3.3.1品牌知名度 19
3.3.2品牌形象 19
3.3.3知覺價值 20
3.3.4購買忠誠度 20
3.4 資料蒐集方法 20
3.5 資料分析方法 21
第四章 實證結果 23
4.1 樣本結構分析 23
4.2 信度與效度分析 24
4.3模型配適度 26
第五章 結論與管理意涵 28
5.1 研究結論 28
5.1.1品牌知名度與知覺價值 28
5.1.2品牌知名度與購買忠誠度 28
5.1.3品牌形象與知覺價值 29
5.1.4品牌形象與購買忠誠度 29
5.1.5知覺價值與購買忠誠度 29
5.2 管理意涵 29
5.2.1品牌知名度、品牌形象對購買忠誠度的直接影響 29
5.2.2知覺價值的中介效果 30
5.3 研究限制 31
5.4 後續研究建議 32
參考文獻 33
附錄…………………………………………………………………………………40




















表目錄
表2-1品牌形象相關定義彙整表…………………………………………………….5
表2-2品牌形象定義文獻整理表.................................................................................7
表2-3 知覺定義文獻整理表…………………………………………………………9表2-4 購買忠誠度相關文獻義……………………………………………………..12
表3-3-1品牌知名度操作定義………………………………………………………19
表3-3-2品牌形象操作定義…………………………………………………………19
表3-3-3知覺價值操作定義…………………………………………………………20
表3-3-4購買忠誠度操作定義………………………………………………………20
表4-1樣本資料之次數分配表………………………………………………………24
表4-2信度與收斂效度………………………………………………………………25
表4-3模型配適度指標………………………………………………………………27
表5-1研究假說驗證結果彙整………………………………………………………28


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 網站資源:
1. 台灣經貿網http://info.taiwantrade.com.tw/CH/bizsearchdetail/6935164/C
2.波仕特線上調查http://www.pollster.com.tw/Default.aspx
3.Trendgo行銷人電子報http://life.trendgo.com.tw/epaper/5775
4.Fast Retailing (industry ranking ) http://www.fastretailing.com/eng/ir/direction/position.html

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3. 從品牌知名度、產品特性、認知價值對顧客購買意願之影響-以國外服飾零售業ZARA、UNIQLO為例
4. 自有品牌服飾專營商店經營策略之探討—ZARA、UNIQLO、Abercrombie &; Fitch之多重個案比較
5. 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
6. 品牌知名度、品牌認知與品牌態度對購買意願的影響-以日系UNIQLO與思夢樂(SIMAMURA)為例
7. 平價時尚之服飾品牌行銷傳播策略—以ZARA為例
8. 快速時尚產業經營模式-以ZARA及H &; M為例
9. 品牌形象、品牌忠誠度、顧客滿意度與個人涉入-UNIQLO個案研究
10. 品牌知名度,品牌形象和感知價值 對顧客忠誠度的影響: NIKE在台灣的青少年顧客研究案例
11. 網站體驗行銷與體驗價值對品牌態度及購買意願之影響—以ZARA購物網站為例
12. 快時尚服裝品牌跨界設計研究—以H&M及UNIQLO為例
13. 平價時尚服飾的品牌知名度、產品特性與品牌認同感對認知價值影響購買意願---以H&M為例
14. 消費者對UNIQLO之品牌認知、顧客滿意度與購買意願
15. 品牌來源國形象、異文化認同、國族感對消費者購買意願之影響─以日本服飾品牌UNIQLO為例─