臺灣博碩士論文加值系統

近兩年來，國民服飾品牌越來越盛行，現今的消費者也越來越喜歡使用網路來進行購物，加上多樣化的服飾品牌可以選擇，使用也更加的頻繁。本研究以消費者為觀點，探討品牌知名度、知覺品質、流行焦慮、設計來源國對知覺價值是否有影響，與知覺價值對品牌忠誠度是否有影響。本研究以穿著過lativ知名國民品牌之消費者為研究對象，發放問卷260份，回收問卷為260份，有效問卷為250份。實證結果發現：品牌知名度對於知覺價值有顯著的正向影響、知覺品質對於知覺價值有顯著的正向影響、流行焦慮並未顯著正向影響知覺價值、設計來源國並未顯著正向影響知覺價值、知覺價值對於品牌忠誠度有顯著的正向影響。

Garment Affordable has been prevail in these recent years, the customers like to use the computer buying the clothes, and there are variety of them to choose, so they used it frequently.The purpose of this study, from the consumer perspective, is to explore the relationships among Brand awareness, Perceived quality, Fashion Anxiety, Country-of-design, Perceived Values and Brand loyalty. We collected 260 questionnaires used the brand of lativ’s customers; meanwhile, 250 questionnaires were valid for data analysis. According to the empirical findings, we found that brand awareness has positive effects on perceived values, perceived quality has positive effects on perceived values, fashion anxiety has not positive effects perceived values, country-of-design has not positive effects perceived values, perceived values has positive effects on brand loyalty.

目　錄
摘　要　 i
ABSTRACT　 ii
致　謝　 iii
目　錄　 iv
表 目 錄　 vii
圖 目 錄　 viii
第一章 　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　　　研究流程 6
第二章 　文獻探討 6
　　第一節　　　品牌知名度 6
壹、品牌知名度定義 6
貳、品牌知名度衡量 11
　　第二節　　　知覺品質 12
壹、知覺品質定義 12
貳、知覺品質衡量 17
　　第三節　　　流行焦慮 18
壹、流行焦慮定義 18
貳、流行焦慮衡量 20
　　第四節　　　設計來源國 21
壹、設計來源國定義 21
貳、設計來源國衡量 25
第五節 知覺價值 26
壹、知覺價值定義 26
貳、知覺價值衡量 29
第六節 品牌忠誠度 30
壹、品牌忠誠度定義 30
貳、品牌忠誠度衡量 34
第三章　研究方法 36
　　第一節研究架構 36
　　第二節研究假設 37
　　　　壹、品牌知名度對知覺價值的影響 37
　　　　貳、知覺品質對知覺價值的影響 38
　　　　参、流行焦慮對知覺價值的影響 39
肆、設計來源國對知覺價值的影響 40
伍、知覺價值對品牌忠誠度的影響 41
　　第三節 研究變數的操作型定義與衡量 42
　　　　壹、品牌知名度的操作性定義與衡量 42
　　　　貳、知覺品質的操作性定義與衡量 43
　　　　参、流行焦慮的操作性定義與衡量 44
　　　　肆、設計來源國的操作性定義與衡量 45
伍、知覺價值的操作性定義與衡量 46
陸、品牌忠誠度的操作性定義與衡量 47
　　第四節 研究對象與範圍 48
　　　　壹、國民品牌服飾定義 48
　　　　貳、國際市場概況 49
　　第五節 問卷設計與回收 53
　　　　壹、問卷設計 53
　　　　貳、問卷回收情形 54
第四章 抽樣 55
第一節、調查對象 55
第二節、抽樣方法 55
第三節、基本資料分佈表 56
壹、樣本性別與年齡之分析 56
貳、樣本之教育程度與職業分佈 57
參、樣本之每月所得與每月看lativ網路購物的頻率 58
肆、研究構面之敘述統計分析 59
第五章 統計結果分析 63
第一節、資料分析 63
壹、衡量模式 63
貳、收斂效度 65
參、區別效度 67
第二節、結構模式 68
壹、因果模式之假說檢定結果 68
第六章 結論與建議 71
第一節、研究結論 71
壹、品牌知名度對知覺價值的影響 71
貳、知覺品質對知覺價值的影響 72
參、流行焦慮對知覺價值的影響 72
肆、設計來源國對知覺價值的影響 72
伍、知覺價值對品牌忠誠度的影響 73
第二節、研究限制與未來方向 74
參考文獻 75
附錄一 91
 
表 目 錄
表2-1 品牌知名度文獻探討定義統整表 8
表2-2知覺品質文獻探討定義統整表 14
表2-3來源國分類 23
表2-4知覺價值文獻探討定義統整表 27
表2-5品牌忠誠度文獻探討定義統整表 31
表3-1品牌知名度構面問卷題項與操作性定義 42
表3-2知覺品質構面問卷題項與操作性定義 43
表3-3流行焦慮構面問卷題項與操作性定義 44
表3-4設計來源國構面問卷題項與操作性定義 45
表3-5知覺價值構面問卷題項與操作性定義 46
表3-6品牌忠誠度構面問卷題項與操作性定義 47
表3-7研究構面對應題項 53
表4-1樣本的性別與年齡分析 56
表4-2樣本之教育程度與職業分布 57
表4-3樣本之每月所得與每月看lativ網路購物的頻率 58
表4-4品牌知名度之敘述統計分析 59
表4-5知覺品質之敘述統計分析 59
表4-6流行焦慮之敘述統計分析 60
表4-7設計來源國之敘述統計分析 61
表4-8知覺價值之敘述統計分析 61
表4-9品牌忠誠度之敘述統計分析 62
表5-1衡量模式與結構模式之配適度指標 64
表5-2問卷題項之敘述統計值 66
表5-3構面平均數、標準差、信度、區別效度矩陣表 67
表5-4假設檢定結果彙整表 70 
圖 目 錄
圖1-1 研究流程 5
圖2-1 Brand Builder模式 35
圖3-1 研究模型 36
圖3-2 2013年4月台灣消費者服飾消費之資訊管道 49
圖3-3 2013年9-10月台灣女性最近半年內是否購買過網路外出用服飾 50
圖3-4 2012年7-9月平價時尚品牌口碑月趨勢 51
圖3-5 2012年7-9月平價品牌口碑總數 51
圖3-6 2012年平價時尚品牌與口碑特性交叉分析 52
圖5-1結構化路徑表 68
圖5-2完整之結構方程式概念圖 69

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三、網站部分：
1.孫慶龍的投資部落格(2012年6月5日)。http://luckylong.pixnet.net/blog/post/45479826-lativ%E3%80%81zara%E3%80%81uniolo%E9%80%9A%E5%90%83%EF%BC%8C2012%E5%B9%B4%E8%81%9A%E9%99%BD%281477%29%E6%8C%81%E7%BA%8C%E6%88%90
2.lativ官方網站(2012年3月15日)。http://www.lativ.com.tw/BrandBlog/20130102
3.看雜誌 | 看主流‧看趨勢 -- 深耕台灣，解讀中國，放眼世界。http://www.watchinese.com/article/2012/3979
4.艾博司網路口碑研究中心(Internet Buzz Research Center)。http://www.i-buzz.com.tw/study-1.asp?ID=29
5.全國意向 行銷人電子報(2013年10月11日)。http://life.trendgo.com.tw/epaper/6201
6.全國意向 行銷人電子報(2013年4月24日)。http://life.trendgo.com.tw/epaper/5775