跳到主要內容

臺灣博碩士論文加值系統

(3.236.110.106) 您好!臺灣時間:2021/07/25 07:07
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:程珮綾
論文名稱:品牌個性、品牌態度與購買意願之關聯性研究-以快速時尚產業為例
論文名稱(外文):A Study of the Relationships Among Brand Personality, rand Attitude and Purchase Intention-A case of Fast Fashion
指導教授:薛榮棠薛榮棠引用關係
學位類別:碩士
校院名稱:國立高雄師範大學
系所名稱:事業經營系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:90
中文關鍵詞:快速時尚品牌個性品牌態度購買意願
相關次數:
  • 被引用被引用:6
  • 點閱點閱:501
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
近年來,因應M型社會,快速時尚已經成為服飾業的新趨勢,也成為消費者購買服飾的一個新選擇,但全球的時尚產業鏈卻開始朝相似性極高的的款式來規避風險,因此常在不同快速時尚品牌的商店中,看到許多重複的款式,一個品牌如果能形成一個屬於自己明確的個性,使消費者對於品牌產生不同的態度,進而影響到購買意願,也能提高品牌價值,為本研究的動機與目的。
本研究旨在探討快速時尚產業品牌個性、品牌態度與購買意願間之關聯性。使用問卷調查法,透過網路問卷平台發放線上問卷,總計回收有效樣本350份。研究結果顯示:1.品牌個性顯著正向影響品牌態度;2.品牌態度顯著正向影響購買意願;3.品牌個性顯著正向影響購買意願。

In recent years, for respond to the M type social, fast fashion has became clothing industry of new trend, also became consumers purchase clothing of a new select, but global of fashion industry chain is began towards similar sex very high of of style to avoid risk, so often in different fast fashion brand of store in the, see many repeat of style, a brand if can formed a belongs to himself clear of personality, makes consumers for brand produced different of attitude, then effect to purchase wishes, also can improve brand value. It comes to the motivation and purpose of the study.
The purpose of this research is to explore the relationship between brand personality, brand attitude and purchase intention. This study used questionnaires, through online questionnaires from the online survey platform. Total valid sample of 350 copies. Analysis results show that: (1) brand personality has significant positive influence on brand attitude; (2) brand attitude has significant positive influence on purchase intention; (3) brand personality has significant positive influence on purchase intention.

目錄

摘 要 ..............................................................I
Abstract ..........................................................II
目 錄............................................................ III
表 目 錄 .......................................................... V
圖 目 錄......................................................... VII

第壹章 緒論.........................................................1
第一節 研究背景與動機..............................................1
第二節 研究目的....................................................4
第三節 研究範圍與對象..............................................5
第四節 研究流程....................................................6
第貳章 文獻探討.....................................................8
第一節 快速時尚....................................................8
第二節 品牌.......................................................11
第三節 品牌個性...................................................14
第四節 品牌態度...................................................23
第五節 購買意願...................................................29
第六節 各構面間之關係探討.........................................35
第參章 研究方法....................................................38
第一節 研究架構與假設.............................................38
第二節 研究變數之操作性定義與衡量.................................40
第三節 抽樣方法...................................................46
第四節 資料分析方法...............................................47
第五節 問卷前測…………………………………………………………………50
第肆章 資料分析與研究結果………………………………………………………53
第一節 樣本特性說明……………………………………………………………53
第二節 敘述性統計分析…………………………………………………………57
第三節 信度分析…………………………………………………………………62
第四節 因素分析…………………………………………………………………65
第五節 相關分析…………………………………………………………………68
第六節 結構方程模式……………………………………………………………70
第伍章 結論與建議…………………………………………………………………73
第一節 研究結論…………………………………………………………………73
第二節 管理意涵…………………………………………………………………75
第三節 研究限制與未來研究建議………………………………………………78
參考文獻.........................................................79
中文部分..........................................................79
西文部分..........................................................80
附錄…………………………………………………………………………………87
附錄一 正式問卷…………………………………………………………………87


表目錄
表1-1:研究範圍.....................................................5
表2-1:品牌個性之定義總表..........................................15
表2-2:品牌個性的形成來源..........................................17
表2-3:Aaker美國地區之品牌個性量表.................................19
表2-4:Aaker日本地區之品牌個性量表.................................20
表2-5 Aaker西班牙地區之品牌個性量表................................21
表2-6:品牌態度之定義彙總表........................................26
表2-7:購買意願之定義彙總表........................................30
表3-1:品牌個性衡量題項及文獻來源..................................41
表3-2:品牌態度衡量題項及文獻來源..................................44
表3-3:購買意願衡量題項及文獻來源..................................45
表3-4:結構方程模式適配指標....................................49
表 3-5:各研究構面間Cronbach’sα值與項目分析結果………………………50
表3-6:各研究構面KMO值及Bartlett球形檢定………………………………52
表4-1:敘述性統計分析表…………………………………………………………55
表4-2:品牌個性題項之平均數、標準差與得分排序……………………………57
表4-3:品牌態度題項之平均數、標準差與得分排序……………………………59
表4-4:品牌態度題項之平均數、標準差與得分排序……………………………60
表4-5:品牌個性之信度分析表……………………………………………………62
表4-6:品牌態度之信度分析表……………………………………………………63
表4-7:購買意願之信度分析表……………………………………………………64
表4-8:品牌個性驗證性因素分析…………………………………………………65
表4-9:品牌態度驗證性因素分析…………………………………………………66
表4-10:購買意願驗證性因素分析………………………………………………67
表4-11:研究構面之Pearson相關係數…………………………………………68
表4-12:衡量構面之Pearson 相關係數…………………………………………69
表4-13:論文架構之SEM模型適配度檢定摘要表………………………………70
表4-14:論文架構SEM 路徑係數估計……………………………………………71
表5-1:假設驗證結果整理…………………………………………………………73


圖目錄
圖 1-1:研究流程圖...................................................7
圖2-1:態度、行為意圖與實際行為關係之模式...........................24
圖2-2:交易效用理論................................................31
圖2-3:消費者決策模式..............................................32
圖2-4:購買決策過程................................................33
圖3-1:研究架構....................................................38
圖4-1:研究構面之相關係數………………………………………………………68
圖4-2:標準化論文架構SEM模型圖………………………………………………72

一、中文部分
王文正(2006)。產品知識及品牌形象對購買意願的影響--產品類別的干擾效果。 大同大學事業經營學系所學位論文。
王怡民(2002)。消費者對於商店品牌態度與購買行為關聯之研究。高雄第一科技大學行銷與流通管理研究所碩士論文。
王宜如(2006)。品牌個性對消費者品牌態度即品牌選擇的影響-價格折扣的干擾效果。國立成功大學國際企業研究所碩士論文。
王繼廣(2005)。品牌形象、品牌聯想、品牌個性對消費者購買意願之研究-以照相手機為例。淡江大學管理科學研究所碩士論文。
伊莉莎白∙克萊(2013)。買一件衣服要付多少錢?平價時尚的真相。台北市:時報文化。
朱維政、邱淑萍、張少玟(2012)。快速時尚品牌之消費者滿意度研究-以ZARA及UNIQLO為例。樹德科技大學流行設計系碩士論文。
吳明隆(2003)。結構方程式:AMOS的操作與應用。台北市: 五南書局。
沈佩鈴(2004)。廣告訴求,品牌信任與購買意願因果關連性之研究-以行動電話產業為例。銘傳大學管理科學研究所碩士論文。
林亭汝、謝伯欣、陳佳君(2013)。平價流行服飾品牌之經營模式探討。國立交通大學科技管理研究所碩士論文。
胡憶陽(2013)。平價時尚服飾品牌之消費偏好研究。國立台灣大學管理學院國際企業學研究所碩士論文。
許士軍(1987)。管理學。台北市:東華書局。
張長燕(2008)。臺北市國小教師對運動服品牌形象與購買意願模式之研究—線性結構方程模式之驗證。臺北市立教育大學碩士論文。
張偉漢(2005)。品牌個性與真實自我一致性對消費者品牌態度之影響。國立政治大學企業管理研究所碩士論文。
崔爾雅(2009)。品牌個性與自我一致性對品牌忠誠度影響之研究-以國際連鎖餐廳為例。國立高雄餐旅學院餐旅管理研究所碩士論文。
陳澤義、盧韋葦(2006)。透過品牌要素、廣告代言人形成品牌態度之研究:以少
淑女流行服飾為例。東吳經濟商學學報,55,35-67。
二、西文部分
Aaker, D. A. (1991). Guarding the power of a brand name. New York Times.
Aaker, D. A. (1995). Building Strong Brands. Big Apple Tuttle-Mori Literary Agency.
Aaker, D. A. (1996). Building strong brand. New York: The Free Press.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 28(5), 347-356.
Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum. California Management Review, 42(4), 8-23.
Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of personality and social psychology, 81(3), 492.
Aaker, J. L., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer research, 31(1), 1-16.
Alt, M., & Griggs, S. (1988). Can a brand be cheeky? Marketing Intelligence &Planning, 6(4), 9-16.
Arjun, C. (1999). Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Practice, 7(2), 136-146.
Assael, H. (1992). Consumer Behavior and marketing Action (4 ed.): PWS-KENT publishing company.
Bagozzi, R. P., & Robert, E. B. (1979). Attitude organization and the Attitude-Behavior Relationship. Journal of personality and social psychology, 37(6), 913-929.
Barnes, L., & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: shaping the research agenda. Journal of Fashion Marketing and Management, 10(3), 259-271.
Batra, R., Lehmann, D. R., & Singh, D. (1993). Brand equity and advertising (Vol. 11). New Jersey: Lawrence Erlbaum Associates Publishers.
Belk, R. W. (1988). Possessions and extended self. Journal of Consumer research, 15, 139-168.
Biswas, A. (1992). The moderating role of brand familiarity in reference price perceptions. Journal of Business Research, 25(3), 251-262.
Cachon, G. P., & Swinney, R. (2011). The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Management Science, 57(4), 778-795.
Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Practice, 136-146.
Chernatony, L. D., & McWilliam, G. (1989). Branding terminology the real debate. Marketing Intelligence & Planning, 7(8), 29-32.
Christopher, M., Lowson, R., & Peck, H. (2004). Creating agile supply chains in the fashion industry. International Journal of Retail & Distribution Management, 32(8), 367-376.
Dickson, P. R., & Sawyer, A. G. (1990). The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing Research, 54(3), 42-53.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 307-319.
Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing, 7(2), 5–20.
Engel, J. F., Black, R. D., & Miniard, P. W. (1995). Consumer Behavior (8 ed.). New York: Dryden Press.
Farquhar, P. H. (1989). Managing brand equity. Journal of Marketing Research, 1(3), 24-33.
Fernie, J., & Sparks, L. (1998). Logistics and retail management, insights into current practice and trends from leading experts. UK: Kogan Page.
Ferrandi, J. M., Falcy, S. F., Kreziak, D., & Valette-Florence, P. (1999). Aaker’s brand personality scale: a replication and a double methodological validation in a French setting. In Proceedings of the third international research seminar on marketing communications and consumer behavior, 240, 259.
Fishbein, M., & I, A. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Reading. MA: Addison-Wesley Publishing Company.
Fishbein, M., & Ajzen, I. (1980). Understanding Attitude and Predicting Social Behavior. New Jersey: Prentice-Hall.
Freling, T. H., & Forbes, L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 404-413.
Grewal, D., Krishnan, R., Bakers, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2007). Consumer behavior: building marketing strategy (10 ed.). New York: McGraw-Hill Compamies.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: a general structural equation model. European journal of marketing, 37(11), 1762-1800.
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard business review, 72(2), 164-174.
Howard, J. A. (1989). Consumer Behavior in marketing strategy. New Jersey: Prentice-Hall.
Howard & Sheth (1988). The Theory of Buyer in Marketing. New York: John Willey& Sons.
Hughes, G. D. (1973). Demand analysis for marketing decisions. In D. A. Aaker & A. L. Biel, (Eds.), Brand equity and advertising. New Jersey: Lawrence Erlbaum Associates, Hillsdale.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2008). Strategic brand management: Building, measuring and managing brand equity (3 ed.). New Jersey: Prentice Hall.
Koebel, M. N., & Ladwein, R. (1999). ‘L’e´chelle de personnalite´ de la marque de Jennifer L. Aaker: Adaptation au context français’. De´cisions Marketing, 16, 81-88.
Kotler, P. (1999). Marketing management: an Asian perspective. Singapore: Prentice Hall, Inc.
Kotler, P. (1999). Kotler on Marketing (1 ed.). New York: The Free Press.
Kotler, P. (2003). Marketing Management (11 ed.). New York: Prentice-Hall Inc.
Kotler, P., & Keller, K. L. (2008). Marketing Management (13 ed.). New Jersey: Prentice-Hall Inc.
Ward, S., Goldstine, J., & Light, L. (1999). What high-tech managers need to know about brands. Harvard Business Review, 77(4), 85-95.
Lee, M. (2003). Fashion Victim: Our Love–Hate Relationship with Dressing, Shopping and the Cost of Style. New York: Broadway Books.
Levy, S. J. (1999). Symbols for sales. Harvard business review, 47(4), 117-124.
Lutz, R. J. Mackenie, S. B., & Belch, G. E. (1991). Attitude toward the Ad. As a Mediator of Advertising Effectiveness: Determinants and Consequences. Advance in Consumer Research, 10, 532-539.
MacKenzie, S. B., & Spreng, R. A. (1992). How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions? Journal of Consumer research, 519-529.
Macrae, C. (1996). The brand chartering handbook: how brand organizations learn" living scripts". London: Economist Intelligence Unit.
Mongeau, P. A., & Stiff, J. B. (1993). Specifying causal relationships in the elaboration likelihood model. Communication Theory, 3(1), 65-72.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to im-prove sales forecasts based on purchase intent: which ”intent-ers” actually buy? Journal of Marketing Research, 391-405.
Myers, J. H., & Reynold, W. H. (1976). Consumer behavior and marketing management. Boston: Honghton Mifflin Co.
Neal, W. D. (2000). FOR MOST CUSTOMERS, LOYALTY ISN'T AN ATTITUDE. Marketing News, 34(8), 7.
Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.
O'Connell, V. (2010). From Catwalk to Closet, Faster. Retrieved June 1, 2011. Wall Street Journal.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 50(4), 135-145.
Passariello, C. (2008). Logistics are in vogue with designers: As slump threatens luxury goods, Systems to Track Consumer Tastes And Tweak Offerings Win Converts. Retrieved June 1, 2011. Wall Street Journal.
Plummer, J. T. (1985). Brand personality: a strategic concept for multinational advertising. New York: Young & Rubicam.
Plummer, V. C. (2000). Women and distance education. London: Routledge.
Priest, A. (2005). Uniformity and differentiation in fashion. International Journal of Clothing Science and Technology, 1(4), 253-263.
Randall, G. A. (1997). A Practical to Branding (1 ed.). New York: The Free Press.
Riley, F., Ehrenberg, A. S., Castleberry, S. B., & Barwise, T. P. (1997). The variability of attitudinal repeat-rates. International Journal of Research in Marketing, 14(5), 437-450.
Rohwedder, C., & Johnson, K. (2008). Pace-Setting Zara seeks more speed to Fight Its Rising Cheap-Chic Rivals. Retrieved June 1, 2011. Wall Street Journal.
Schiffman, L. G., & Kanuk, L. L. (1994). Consumer Behavior, New Jersey: Prentice-Hall Inc.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (7 ed.). New Jersey: Prentice-Hall Inc.
Sengupt.J, & Fitzismon, G., J. (2000). The effects of analyzing reasons for brand preferences: disruption or reinforcement. Journal of Marketing Research, 37(3), 318-330.
Shuler, L. (1999). Make sure to deliver when staging events. Marketing News, 33, 12.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
Solomon, M. R. (2009). Consumer behavior: buying, having, and being: Pearson Education.
Spears. N., & Singh. N.(2004).Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2),53-66.
Sproles, G. B. (1986). The concept of quality and the efficiency of markets: issues and comments. Journal of Consumer research, 146-148.
Sull, D., & Turconi, S. (2008). Fast fashion lessons. Business Strategy Review, 19(2), 4-11.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214.
Triplett, T. (1994). Brand personality must be managed or it will assume a life of its own. Marketing News, 28(9).
Wee, T. T. (2004). Extending human personality to brands: the stability factor. The Journal of Brand Management, 11(4), 317-330.
Wilkie, W. (1994). Consumer Behavior. New York: John Wiley and Sons,Inc.
Wysong, S., Munch, J., & Kleiser, S. (2002). An investigation into the brand personality construct, its antecedents, and its consequences. In K. R. Evans, & L. K. Scheer (Eds.). American Marketing Association Conference Proceedings, 13, 512-518.
Zeithaml, V. A. (1998). Consumer Behavior of Price, Quality and Value : A
means-End Model Synthesis of Evidence. Journal of Marketing Research,
52(3), 2-22.
Zeithaml, V. A., Berry, L.L. & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of marketing,52,35-48.

連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關點閱論文