兩岸消費者購買日系品牌服是影響因素之比較研究 林思婷、封德台
E-mail: 342105@mail.dyu.edu.tw
摘 要
日系品牌對於消費者向來都是首要之選擇，而對於民生必需品服飾而言，日系品牌給人較細緻、品質保證。而創造良好的 品牌形象，讓消費者產生美好的品牌態度，並且重視消費者的情感價值對於服飾業者是重要的經營策略之一。本研究旨在 探討兩岸消費者購賣日系品牌服飾影響因素之比較研究。 本研究主要探討兩岸消費者購買日系品牌服飾時的規範性影響、
品牌意識、品牌態度、情感價值對購買意願的影響，主要以兩岸購買過日系品牌服飾之消費者為對象，本研究於台灣及上 海地區已發放問卷之方式進行研究，共取得358份問卷，回收率為89.5%，研究結果顯示:首先，兩岸消費者之規範性影響 對品牌意識有正向顯著影響，接著，兩岸消費者之品牌意識對品牌態度有正向顯著影響，再來，兩岸消費者之品牌意識對 情感價值有正向顯著影響，然後，兩岸消費者之品牌態度對購買意願有正向顯著影響，最後，兩岸消費者之情感價值對購 買意願有正向顯著影響。
關鍵詞 : 規範性影響、品牌意識、品牌態度、情感價值
目錄
中文摘要 i 英文摘要 ii 誌謝辭 iii 內容目錄 iv 圖目錄 vii 表目錄 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 3 第三節 研究對象與範圍 4 第四節 研究流程 4 第二章 文獻探討 7 第一節 規範性影響 7 第二節 品牌意識 10 第三節 品牌態 度 13 第四節 情感價值 17 第五節 購買意願 18 第六節 變項間之關係 20 第三章 研究方法 24 第一節 研究架構 24 第二節 研 究假設 25 第三節 變項之操作性定義與衡量 25 第四節 問卷設計 30 第五節 資料分析方法 31 第四章 資料分析結果 37 第一 節 樣本敘述性統計分析 38 第二節 信度分析 45 第三節 效度分析 48 第四節 獨立樣本T檢定和單因子變異數分析 56 第五節 各變項之相關分析 76 第六節 結構方程式之建立與分析 78 第五章 結論與建議 88 第一節 研究結論 88 第二節 理論意涵 90 第三節 實務意涵 93 第四節 研究限制與未來研究建議 95 參考文獻 98 附錄A 問卷發放繁體版 113 附錄B 問卷發放簡體版 117
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