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系統識別號 U0026-2607201213464600
論文名稱(中文) 消費者對於快速時尚聯合品牌之態度對購買意願的影響-以消費者流行生活風格為干擾變數
論文名稱(英文) The effect of consumer’s attitude towards fast fashion co-brand on the purchase intention-With the fashion lifestyles as moderation variable
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 李正宇
研究生(英文) Jheng-Yu Lee
學號 r46991189
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-胡蘭沁
中文關鍵字 快速時尚  消費者態度  聯合品牌  品牌忠誠度  自我形象  參與程度  知覺品質  流行生活風格  購買意願 
英文關鍵字 fast fashion  customers’ s attitudes  co-brand  brand loyalty  self-image  involvement  perceived quality  fashion lifestyle  purchase intention 
學科別分類
中文摘要 快速時尚對於台灣人而言是一個新的名詞,但隨著Uniqlo及ZARA於2010年後進入台灣展店以及媒體的報導,台灣人對於這些品牌或許略有耳聞抑或是成為這些品牌的忠實客戶。因此,快速時尚品牌對於台灣人而言已不再是一個陌生的名詞。
過去的許多文獻多從供應鏈端來探討快速時尚品牌,對於以消費者觀點來研究快速時尚品牌的文獻卻較少著墨。此外隨著愈來愈多的流行產業透過聯名設計或聯合品牌的方式來發型新產品。因此本研究以國內外的文獻為基礎,建立一個具學理基礎的研究架構,透過問卷調查的方式,訪問了解或是使用過快速時尚產品的消費者並利用SPSS 19.0分析資料。不僅藉此探討消費者對於快速時尚品牌的態度、也欲進一步了解快速時尚品牌是否可藉由聯合品牌的方式提升消費者的購買意願,並研究消費者的流行生活風格是否會在這之間產生顯著的調節作用。
本研究發現消費者對快速時尚品牌的態度會顯著地正向影響消費者對快速時尚聯合品牌的態度;而消費者對快速時尚聯合品牌的態度亦會顯著地正向影響購買意願;消費者的流行生活風格會產生部分的調節作用。
英文摘要 The words “Fast Fashion”is a new term for Taiwanese. However, with the coming of Uniqlo and ZARA in Taiwan after 2010 and with the report by the mass media, some may have heard fast fashion and some may become the loyal customers of these brands. Therefore, “fast fashion ”is not an unfamiliar term for Taiwanese.
Many of the past literatures probed into fast fashion industry from the aspect of supply chain. Nevertheless, there were less literatures researching fast fashion industry from the aspect of customers. Moreover, more and more fashion industries launch their new products by collaborative design or co-branding. Therefore, according to the local and foreign literatures, the thesis built a framework based on these studies and interviewed the respondents which know or possess the fast fashion products by the questionnaire. The thesis not only wants to explore customers’ attitude towards the fast fashion brands but also wants to realize whether fast fashion brands could increase customers’ purchase intention by co-branding. The thesis also takes the fashion lifestyles into account and explores if there is a significant moderation effect.
The study found that the consumer ’s attitude towards fast fashion can significantly affect the attitude toward fast fashion co-brand positively. Besides, the attitude toward fast fashion co-brand can significantly affect purchase intention positively. Finally, consumer’s fashion lifestyles would have partial moderating effect.
論文目次 目錄
摘要 I
Abstract II
誌謝 III
圖目錄 VI
表目錄 VII
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、研究流程 4
第二章、文獻探討 6
第一節、快速時尚 6
第二節、消費者對於快速時尚聯合品牌的態度 8
第三節、消費者對於快速時尚的態度 10
第四節、消費者流行生活風格 18
第五節、消費者對於快速時尚聯名產品的購買意願 20
第六節、各變數間關係探討 21
第三章、研究設計與方法 24
第一節、研究架構 24
第二節、研究假設 25
第三節、研究變數操作性定義及問卷設計 27
第四節、抽樣對象與資料蒐集方法 33
第五節、資料分析方法 34
第四章、實證分析與結果 36
第一節、樣本資料特性分析 36
第三節、信度分析 47
第四節、主要構面之迴歸分析 52
第五章、研究結論與建議 61
第一節、研究結果討論與分析 61
第二節、研究貢獻與管理意涵 64
第三節、研究限制 65
參考文獻 68
附錄、正式問卷 76

參考文獻 一、 中文部分
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