臺灣博碩士論文加值系統

潮流品牌的快速蓬勃發展、潮牌消費者的狂熱消費行為、以及其能收取溢價的巨大潛力，使得潮牌的現象在現今的社會中引起許多關注。然而，這些現象的成因和影響尚未被學者做進一步的研究和討論。因此，本研究試圖找出潮牌消費者的知覺價值及其對價格敏感度的影響。此外，顧客滿意度和品牌忠誠度也在這項研究中加以檢測，以期找出潮牌消費者的知覺價值是否可導致更高的顧客滿意度和品牌忠誠度，及潮牌消費者之顧客滿意度和品牌忠誠度是否可降低價格敏感度。
此研究應用Vigneron跟Johnson (2004) 的品牌奢侈量表為基本架構，並使用結構方程模型來驗證潮牌消費者的知覺價值、價格敏感度、顧客滿意度、品牌忠誠度間四者的關聯性。研究結果如下：
1. 當潮牌消費者之知覺價值越高，則有越高的顧客滿意度和較低的價格敏感度。
2. 當潮牌消費者之顧客滿意度越高，則品牌忠誠度就越高。
3. 當潮牌消費者之品牌忠誠度越高，則價格敏感度越低。
4. 顧客滿意度和品牌忠誠度扮演著知覺價值與價格敏感度兩者間的重要角色，因顧客滿意度與品牌忠誠度為知覺價值與價格敏感度兩者間的中介變數，後兩者間的負向關係將透過前兩者形成。
研究同時揭示了非個人導向的知覺價值對於潮牌消費者來說較個人導向的知覺價值來得重要，因此建議潮流品牌必須發展這些價值，以獲得成功。另外研究結果也隱含著潮流品牌應當在此行業中採取高定價，以創造品牌奢侈量表中的屬性。

The trendy brand phenomenon has drawn many public attentions due to its rapid development, the trendy brand customers’ cultish behavior, and its great potential to charge the price premium. However, the causes and the impacts of the phenomenon has never been studied and understood. Thus, this study attempts to discover the trendy brand consumers’ perceived value and its impact on price sensitivity. In addition, customer satisfaction and brand loyalty are also inspected in this study to find out whether trendy brand consumers’ perceived value lead to higher customer satisfaction and brand loyalty, and whether customer satisfaction and brand loyalty lead to low price sensitivity.
This study applies brand luxury index brought by Vigneron and Johnson (2004) as the fundamental framework, and adopts structural equation modeling to test the relationship among brand luxury perceived values, customer satisfaction, brand loyalty, and price sensitivity. The results are as following:
1. The higher the customer perceived value, the higher the customer satisfaction and the lower the price sensitivity.
2. The higher the customer satisfaction, the higher the brand loyalty.
3. The higher the brand loyalty, the lower the price sensitivity.
4. Customer satisfaction and brand loyalty play important roles in the relationship between customer perceived value and price sensitivity. The negative relationship between perceived value and price sensitivity is deliver through customer satisfaction and brand loyalty since they act as the mediators.
The study also reveals the improtance of non-personal orientate perceived values, and suggests the trendy brands must develop those values in order to be success. The result also implies that trendy brand should charge high price in this industry.

TABLE OF CONTENTS
摘 要 I
ABSTRACT II
致 謝 III
TABLE OF CONTENTS IV
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH MOTIVATIONS 3
1.3 RESEARCH OBJECTIVES 5
1.4 RESEARCH STRUCTURE 6
CHAPTER 2 LITERATURE REVIEW 7
2.1 TRENDY BRAND 7
2.2 PRICE SENSITIVITY 16
2.3 CUSTOMER SATISFACTION 19
2.4 BRAND LOYALTY 21
CHAPTER 3 RESEARCH HYPOTHESES AND METHODOLOGY 24
3.1 RESEARCH FRAMEWORK 24
3.2 RESEARCH HYPOTHESES 25
3.3 RESEARCH OPERATIONAL DEFINITION 28
3.4 QUESTIONNAIRE DESIGN 30
3.5 RESEARCH METHODOLOGY 35
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS 37
4.1 DESCRIPTIVE STATISTICS ANALYSIS 37
4.2 CONFIRMATORY FACTOR ANALYSIS 43
4.3 RELIABILITY AND VALIDITY ANALYSIS 47
4.4 STRUCTURAL EQUATION MODEL 51
4.5 MEDIATION EFFECT EXAMINATION 55
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 64
5.1 RESEARCH CONCLUSIONS 64
5.2 MANAGERIAL IMPLICATION 71
5.3 RESEARCH LIMITATIONS AND FUTURE RESEARCH SUGGESTIONS 74
REFERENCE 75
ENGLISH REFERENCE 75
CHINESE REFERENCE 84
ONLINE REFERENCE 84
APPENDIX: SURVEY QUESTIONNAIRE 85


LIST OF FIGURES
FIGURE 1.4.1 THE PROCEDURE OF THE STUDY 6
FIGURE 2.2.1 DEFINING THREE LEVELS OF PRESTIGE 10
FIGURE 3.1.1 RESERCH FRAMWORK 24
FIGURE 4.2.1 MODIFIED STRUCTURE MODEL 46
FIGURE 4.4.2 THE PATH DIAGRAM OF THE STRUCTURAL EQUATION MODEL 54
FIGURE 4.5.1 ILLUSTRATION OF MEDIATION 55
FIGURE 4.5.2 MEDIATION EXAMINATION : BLPV AND BL 56
FIGURE 4.5.3 MEDIATION EXAMINATION: BLPV AND CS 57
FIGURE 4.5.4 MEDIATION EXAMINATION: CS AND BL 57
FIGURE 4.5.5 MEDIATION EXAMINATION: BLPV, CS AND BL 58
FIGURE 4.5.6 MEDIATION EXAMINATION: BLPV AND PS 59
FIGURE 4.5.7 MEDIATION EXAMINATION: BLPV AND CS 59
FIGURE 4.5.8 MEDIATION EXAMINATION: CS AND PS 60
FIGURE 4.5.9 MEDIATION EXAMINATION: BLPV, CS AND PS 60
FIGURE 4.5.10 MEDIATION EXAMINATION: CS AND PS 61
FIGURE 4.5.11 MEDIATION EXAMINATION: CS AND BL 61
FIGURE 4.5.12 MEDIATION EXAMINATION: BL AND PS 62
FIGURE 4.5.13 MEDIATION EXAMINATION: CS, BL AND PS 62


LIST OF TABLES
TABLE 2.2.1 REVIEW OF LUXURY BRAND DEFINITIONS ACROSS STUDIES 12
TABLE 2.4.1 REVIEW OF RELATED STUDIES OF TYPES OF LOYALTY 23
TABLE 3.3.1 OPERATIONAL DEFINITIONS 29
TABLE 3.4.1 BRAND LUXURY PERCEIVED VALUES SCALE ITEMS 32
TABLE 3.4.2 PRICE SENSITIVITY SCALE ITEMS 33
TABLE 3.4.3 BRAND LOYALTY SCALE ITEMS 33
TABLE 3.4.4 CUSTOMER SATISFACTION SCALE ITEMS 33
TABLE 4.1.1 THE TRENDY BRANDS RESPONDENTS IDENTIFIED 38
TABLE 4.1.2 GENDER 39
TABLE 4.1.3 AGE 39
TABLE 4.1.4 MARITAL STATUS 40
TABLE 4.1.5 NUMBERS OF FAMILY MEMBERS 40
TABLE 4.1.6 OCCUPATION 41
TABLE 4.1.7 MONTHLY INCOME 41
TABLE 4.1.8 RESIDENT CITY 42
TABLE 4.2.1 SUMMARY OF GOODNESS-OF-FIT INDICES 43
TABLE 4.2.2 OFFENDING ESTIMATE (FACTOR LOADING) 44
TABLE 4.2.3 OFFENDING ESTIMATE (M.I) 45
TABLE 4.2.4 OFFENDING ESTIMATE (SMC) 45
TABLE 4.2.5 RESULTS FROM DELETING THE OFFENDING ESTIMATES 45
TABLE 4.3.1 RESULTS OF RELIABILITY ANALYSIS 49
TABLE 4.3.2 DISCRIMINAT VALIDITY 50
TABLE 4.3.3 MEANS (M), STANDARD DEVIATION(SD), AND CORRELATION COEFFICIENTS 50
TABLE 4.4.1 REMOVED ITEMS 51
TABLE 4.4.2 EVALUATION OF GOODNESS-OF-FIT INDICES 52
TABLE 4.4.3 STRUCTURAL EQUATION MODEL RESULTS 53
TABLE 4.5.1 MEDIATION EFFECTS 63
TABLE 4.5.2 REJECTED HYPOTHESES 63
TABLE 5.1.1 SUMMARY OF HYPOTHESES TESTING 64
TABLE 5.1.2 THE SEM PATH RESULT OF BRAND LUXURY PERCEIVED VALUE 67
TABLE 5.1.3 THE SEM PATH RESULT OF BRAND LOYALTY 70

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