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研究生:樊亭余
研究生(外文):Fan, Christine
論文名稱:打造一個成功的零售服裝品牌:以Abercrombie and Fitch公司為例
論文名稱(外文):The Making of a Successful Retail Fashion Brand:Abercrombie and Fitch Co. as an Example
指導教授:郭貞郭貞引用關係
指導教授(外文):Kuo, Cheng
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際傳播英語碩士學位學程(IMICS)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
畢業學年度:103
語文別:英文
論文頁數:53
中文關鍵詞:品牌知名度品牌形象炫耀性消費時尚觀念購買意向品牌資訊來源
外文關鍵詞:Brand AwarenessBrand ImageConspicuous ConsumptionFashion ConsciencesPurchase IntentionBrand Information Source
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此研究將探討台灣消費者的消費行為對於國外知名零售絣牌Abercrombie and Fitch Co. 本品牌建立位於美國以休閒服裝為主,。此研究會探討品牌知名度, 品牌形象, 購買意向對於這個品牌。
此研究採用便利抽樣調查以定量分析取出結果。本研究採取192個樣本中34.9%為男性,65.1%為女性。研究員採用階層回歸分析調查出本研究調查。調查結果指出消費者俱有高度認知對於品牌知名度和品牌形會有嚴重影響消費者的購買意向。同時,消費者俱有高度炫耀性消費和時尚觀念對於Abercrombie and Fitch Co. 品牌知名度和品牌形的認知會增加。Abercrombie and Fitch Co. 的資訊來源大多數以網路和朋友,因此也提升消費者的品牌知名度對於此品牌。

In this study the researcher examined the influence of Taiwanese consumers behavior towards overseas retail fashion brand Abercrombie and Fitch Co.
The brand was established in the United States of America that offers a range of products such casual sportswear apparel, outerwear, and accessories for men, women, and kids. This study investigated on Taiwanese consumers brand awareness, brand image and purchase intention for the brand.
A quantitative analysis will be used for this research by using convenience sampling survey which were distributed online. A total of 192 samples were used for this study (34.9%) of the respondents were male and (65.1%) were female. The researcher used hierarchical multiple regression analysis to test for the results that were needed for this study.
The findings indicated that purchase intention is heavily influenced by brand awareness and brand image; meanwhile, consumers with higher levels of conspicuous consumption and fashion conscious orientations have greater brand knowledge and better brand image about Abercrombie and Fitch Co. Getting fashion information from friends and internet led to greater brand awareness about Abercrombie and Fitch Co.

I. Acknowledgements……………………………………………………………... i
II. Abstract………………………………………………………………………… iii
III. Chinese Abstract……………………………………………………………… iv
IV. Table of Contents…………………………………………………………….. v
V. List of Tables………………………………………………………………….. vii
VI. List of Figures………………………………………………………………… vii

Chapter 1 Introduction……………………………………………………………. 1
1.1 Motivation…………………………………………………………….. 2
1.2 Purpose of Study ……………………………………………………... 3

Chapter 2 Literature Review……………………………………………………… 5
2.1 Consumer Orientation………………………………………………… 5
2.2 Conspicuous Consumption…………………………………………… 5
2.3 Fashion Consciousness……………………………………………….. 6
2.4 Brand Knowledge…………………………………………………….. 7
2.5 Brand Awareness……………………………………………………… 8
2.6 Brand Image…………………………………………………………... 8
2.7 Brand Information Source…………………………………………….. 9
2.8 Purchase Intention…………………………………………………….. 10
2.9 Abercrombie and Fitch Co.: Overview……………………………….. 11
2.9.1 Abercrombie & Fitch……………………………………………….. 12
2.9.2 abercrombie…………………………………………………………. 12
2.9.3 Hollister……………………………………………………………... 13
2.9.4 Gilly Hicks………………………………………………………….. 13
2.10 Abercrombie and Fitch Co.: Marketing and Advertising…………… 13
2.11 Abercrombie and Fitch Co. Current Situation………………………. 17
2.12 Abercrombie and Fitch Co. in the USA……………………………... 17
2.13 Abercrombie and Fitch Co. Expansion in Asia/ Taiwan…………….. 18

Chapter 3 Research Methodology………………………………………………… 19
3.1 Research Framework………………………………………………….. 19
3.2 Research Hypothesis………………………………………………….. 20
3.2.1 Gender………………………………………………………………. 20
3.2.2 Conspicuous Consumption………………………………………….. 21
3.2.3 Fashion Conciseness………………………………………………… 22
3.2.4 Brand Information Source…………………………………………... 22
3.2.5 Brand Knowledge…………………………………………………… 23
3.3 Data Collection………………………………………………………... 24
3.4 Measurement of Research Variables………………………………….. 25
3.4.1 Gender………………………………………………………………. 26
3.4.2 Conspicuous Consumption………………………………………….. 26
3.4.3 Fashion Consciousness……………………………………………… 26
3.4.4 Brand Awareness……………………………………………………. 27
3.4.5 Brand Image……………………………………………………….... 27
3.4.6 Purchase Intention…………………………………………………... 27
3.4.7 Brand Information Source…………………………………………... 28
3.5 Measurement of Brand Information Source…………………………... 29
3.6 Data Analysis Procedures……………………………………………... 30

Chapter 4 Results………………………………………………………………….. 31
4.1 Descriptive Analysis…………………………………………………... 31
4.1.1 Demographics……………………………………………………….. 31
4.1.2 Brand Information Source…………………………………………... 32
4.1.3 Brand Knowledge…………………………………………………… 32
4.1.4 Purchase Intention…………………………………………………... 33
4.2 Hypothesis Testing……………………………………………………. 33

Chapter 5 Discussion……………………………………………………………… 40
5.1 Gender ………………………………………………………………... 41
5.2 Conspicuous Consumption and Fashion Conciseness………………… 41
5.3 Brand Awareness and Brand Image…………………………………... 42
5.4 Brand Information Source…………………………………………….. 42
5.5 Limitations and Future Research……………………………………… 43

References 44
Appendix 1: Questionnaire (English Version) …………………………………… 48
Appendix 2: Questionnaire (Chinese Version) …………………………………... 50


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