從品牌形象、知覺價值探討對顧客購買意願之影響－以國內網路平價女裝服飾為例

Abstract

本研究主要探討女性對於台灣網路平價服飾的品牌形象、知覺價值、購買意願之間的關係。本研究以台灣地區的女性為研究對象，共計發出413份網路問卷，回收有效問卷397份，有效回收率為96.1%，經SPSS統計軟體方法之敘述性統計分析、信度分析、因素分析、相關分析、迴歸分析與差異分析後，實證結果發現如下:

受訪者在台灣網路平價服飾的品牌形象、知覺價值對於購買意願都有顯著的正向影響。其中品牌形象對於知覺形象有正向影響，品牌形象與知覺價值對購買意願也具有正向影響。而在人口統計變項中顯示台灣網路平價服飾的消費者大多來自於學生族群。

台灣網路平價服飾業者若欲提高顧客的購買意願，可針對目標市場進行市場資訊研析、品牌產品開發、品牌意象塑造、針對品牌季節形象風格訂定將區域特性流行概念導入以塑造品牌形象，同時藉由實用性價值與體驗性價值的塑造來提升顧客的知覺價值，在品牌形象與知覺價值的提升之下，期以加強顧客之購買意願。

This study focused mainly on the exploration of consumer’s views about budget women’s clothing in online market between brand image, perceived value and purchase intension . Of the 413 questionnaires sent to female consumers in Taiwan area with regard to purchase online budget wear, 397 valid questionnaires were returned, with a valid rate of 96.1%.The SPSS statistic was applied through the use of descriptive statistics, reliability analysis, exploratory factor analysis, correlation analysis, regression analysis, and the findings were given below:

The respondents’ view in Taiwan online budget clothing, the brand image, perceived value and purchase intention has a significant positive impact. In the variables of demographic statistic shows that consumers of Taiwan’s women budget wear in online market are from student groups

Base on this study, Taiwan’s online women budget wear industry can improve customer buying willingness by target market, analyzed market information, product development, to build style. Also, through shaping practical value and experiential value to enhance the customer's perceived value in order to strengthening customer's willingness to buy.