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系統識別號 U0026-1901201714492200
論文名稱(中文) 產品知識、品牌形象與知覺價值 對消費者購買意願之影響:以機能性服飾為例
論文名稱(英文) The Impacts of Product Knowledge, Brand Image and Perceived Value on Purchase Intentions: A Case of "Performance Apparel"
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 105
學期 1
出版年 105
研究生(中文) 黃盈中
研究生(英文) Ying-Chung Huang
學號 r07024262
學位類別 碩士
語文別 中文
論文頁數 63頁
口試委員 召集委員-李奇勳
口試委員-黃吉村
指導教授-蔡東峻
中文關鍵字 產品知識  品牌形象  知覺價值  購買意願 
英文關鍵字 product knowledge  brand image  perceived value  purchase intentions 
學科別分類
中文摘要 近年來,國內機能性服飾,由於市場潛力龐大,各家廠商爭相投入,可謂百家爭鳴。許多國際知名品牌與國內廠商相繼投入參與,發展的進程也有了相關的成果,產品如雨後春荀般出現,為人類穿著文化產生很大的影響!
本研究以機能性服飾為例,依文獻建立產品知識、品牌形象、知覺價值與購買意願之架構,採用網路電子問券,以google.doc方式公布於網路平台,合計有效問卷169 份,有效回收率84 %。
運用廻歸分析,進行研究分析與假設驗證。結果顯示消費者品牌形象對知覺價值之影響假設成立,產品知識對知覺價值的正相關影響驗證結果是不成立,以產品知識,品牌形象與知覺價值對購買意願都有正向關係,並發現同時考慮三項變數時,受訪者對機能性服飾之購買意願的被影響程度,以知覺價值最大,依次為產品知識,品牌形象則居末。
本研究建議業者應利用網路等管道盡量讓消費者了解產品資訊。任何創新產品的發展,首須提升自家產品透明度,利用網路電子媒體,推廣產品知識,強化自家產品形象在心中的地位,讓競爭者捷足先登,必然增加未來市場推廣的困難度。業者可利用現有基礎,結合多種機能性,開發出高價值產品,創造差異化,搶佔市場先機。在現有良好基礎上,應結合時尚設計,開拓使用用途與場合,創造差異化,追求市場領先者地位。賺取市場初期的超額利潤。
英文摘要 Performance apparel provides a specific function enhancing product knowledge being important on making purchase decisions. Yet many consumers get enough. Both brand image and perceived value would be a must on consumption. Consumers need intrinsic cues such as fuctions, designs and extrinsic cues such as brands, prices for product evaluating.
This study is to investigate the impact of product knowledge (intrinsic cue) and brand image (extrinsic cue) on purchase intentions, and whether the perceived value effects on product sales. A survey questionnaire includes research variables self-developed by literature review. A web survey publicized on Google.doc network platform was used for data collectiong. 169 usable questionnaires were collected. Demographic characteristics were analyzed by descriptive statistics. Reliability, Validity and Pearson’s Correlation Analysis were tested. Multiple linear regression models were used to verify research hypotheses and investigate the impact on purchase intentions.
Results of this study indicated that purchase intentions was directly influenced by product knowledge and perceived value. The influence of brand image on purchase intentions is indirectly and it is mediated by perceived value.
Suggestions: (1) providing correct product information for consumers via internet , and (2) developing high quality and differentiated products with multiple functions to create consumers’ values. By intergrating different functions and fashion designs to create the core value and market leadership to earn excess profits.
論文目次 目錄
中文摘要 I
謝 誌 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 機能性服飾 6
第二節 產品知識 8
第三節 品牌形象 12
第四節 知覺價值 14
第五節 購買意願 18
第六節 機能性服飾產品知識、品牌形象、知覺價值與購買意願之關係 20
第三章 研究方法 23
第一節 研究架構與假設 23
第二節 研究設計及變數定義 24
第三節 問卷前測 28
第四節 問卷前測分析 29
第四章 資料分析 33
第一節 敘述性分析 33
第二節 信度檢定 41
第三節 假設驗證 44
第五章 結論與建議 50
第一節 研究結論 50
第二節 實務建議 52
第三節 研究限制與後續研究 53
參考文獻 55
【中文部份】 55
【英文部份】 56
附錄 59
表目錄
表1-1 全球運動服飾產值 2
表2-1 產品知識之學者相關論述 9
表2-2 品牌形象之學者相關論述 13
表2-3 知覺價值之學者相關論述 16
表2-4 購買意願之學者相關論述 19
表3-1 研究假設 24
表3-2 產品知識之衡量問項 25
表3-3 品牌形象之衡量問項 25
表3-3 品牌形象之衡量問項(續) 26
表3-4 知覺價值衡量問項 27
表3-5 購買意願之衡量問項 28
表3-6 問卷前測之信度分析 30
表3-7 前測信度分析摘要表 31
表4-1 受測者人口統計資料表 35
表4-2 機能性服飾品牌使用人數(複選) 37
表4-3 產品知識構面之平均數與標準差(複選) 38
表4-4 品牌形象構面之平均數與標準差 39
表4-5 知覺價值構面之平均數與標準差 40
表4-6 購買意願構面之平均數與標準差 41
表4-7 產品知識信度分析摘要表 42
表4-8 品牌形象信度分析摘要表 42
表4-9 知覺價值信度分析摘要表 43
表4-10 購買意願信度分析摘要表 44
表4-11 Pearson相關分析表 45
表4-12 產品知識及品牌形象對知覺價值之迴歸分析 46
表4-13 產品知識對知覺價值之迴歸分析 46
表4-14 知覺價值對購買意願之迴歸分析結果知覺 47
表4-15 產品知識、與品牌形象對購買意願之迴歸分析 47
表4-16 產品知識、品牌形象與知覺價值對購買意願之迴歸分析 49
表4-17 假設驗證結果彙整 49
圖目錄
圖1-1 研究流程圖 5
圖2-1 紡織纖維分類表 7
圖2-1 紡織纖維分類表 15
圖3-1 研究架構圖 23


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