臺灣博碩士論文加值系統

This study aims at investigating the relationships among fashion fanship, women age
cohort and brand loyalty of high Fashion brand clothing in Taiwan. The effect of satisfaction
works on brand loyalty is tested. Besides, the effect of fashionability is examined, too. This
research also attempts to provide beneficial suggestions and implications for marketing
practitioners.
This study use face-to-face interviewing method of collecting information questionnaire
survey to potential luxury clothes buyers. Total was collected 180 effective survey of females
aged from 18 years old. ANOVA, Correlation analysis and Confidence Interval methods
comparison are applied to verify the proposed hypotheses.
Significant evidences are found in four hypotheses out of eleventh. Fashion fanship is
proved to have a significant negative result with brand loyalty try Generation Y and opposite
Elder Generation showed significant negative result with Fashion fanship. The Open Generation
didn’t show any significant result, but was observed interest in fashion and cognitive loyalty to
high fashion brands. In addition, the study provides prove significant differentiation between
Generation Y and Elder Generation of Taiwanese female.
Research conclusions indicate that Open and Elder Generation are brand loyal. At the
same time Elder Generation show weak interest and nonchalance for fashion. Compared with
those two cohorts Generation Y show affective loyalty and is on the verge of fashion fanatic and
strong fashion interest. Evidences also show that Age Cohort can be the main factor in
researching brand loyalty for luxury goods (high fashion clothing), which suggests firms should
pay extra attentions on consumer age segment during brand building.

This study aims at investigating the relationships among fashion fanship, women age
cohort and brand loyalty of high Fashion brand clothing in Taiwan. The effect of satisfaction
works on brand loyalty is tested. Besides, the effect of fashionability is examined, too. This
research also attempts to provide beneficial suggestions and implications for marketing
practitioners.
This study use face-to-face interviewing method of collecting information questionnaire
survey to potential luxury clothes buyers. Total was collected 180 effective survey of females
aged from 18 years old. ANOVA, Correlation analysis and Confidence Interval methods
comparison are applied to verify the proposed hypotheses.
Significant evidences are found in four hypotheses out of eleventh. Fashion fanship is
proved to have a significant negative result with brand loyalty try Generation Y and opposite
Elder Generation showed significant negative result with Fashion fanship. The Open Generation
didn’t show any significant result, but was observed interest in fashion and cognitive loyalty to
high fashion brands. In addition, the study provides prove significant differentiation between
Generation Y and Elder Generation of Taiwanese female.
Research conclusions indicate that Open and Elder Generation are brand loyal. At the
same time Elder Generation show weak interest and nonchalance for fashion. Compared with
those two cohorts Generation Y show affective loyalty and is on the verge of fashion fanatic and
strong fashion interest. Evidences also show that Age Cohort can be the main factor in
researching brand loyalty for luxury goods (high fashion clothing), which suggests firms should
pay extra attentions on consumer age segment during brand building.

LIST OF TABLES vi
LIST OF FIGURES vii
ABSTRACT vii
CHAPTER 1. INTRODUCTION 1
1.1. Research Motivation 1
1.2. Research Objectives 2
1.3. Research Procedures 2
1.4. The Structure of Study 4
CHAPTER 2. LITERTURE REVIEW 5
2.1. Global Luxury Goods Market 5
2.1.1. Asian Luxury Market 7
2.1.2. Taiwan Marketplace 8
2.2. Luxury Goods and Fashion: Definition 10
2.3. Fashion Fanship 12
2.4. Brand Loyalty 13
2.5. Taiwanese Women 15
2.5.1. Generational Cohorts 17
CHAPTER 3. RESEARCH DESIGN AND METHOD 20
3.1. Conceptual Framework and Hypotheses 20
3.1.1. Conceptual Framework 20
3.1.2. Hypotheses 21
3.2 Definitions of Research Variables and Questionnaire Creation 22
3.2.1 Fashion Fanship 22
3.2.2 Brand Loyalty 23
3.2.3 Demographic Variables 23
3.3 Questionnaire Survey and Sampling Plan 24
3.4 Data Analysis Procedures 24
CHAPTER 4. RESEARCH RESULTS AND ANALYSIS 25
4.1 Characteristics of Cohorts 25
4.2 Data Analysis and Results 29
4.3. Hypotheses Testing 39
CHAPTER 5. CONCLUSIONS AND DISCUSSIONS 41
5.1 Contributions 42
5.2 Limitations 42
5.3 Recommendation and future work 42
REFERENCES 43

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