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題名 獨特性需求、從眾傾向、自我概念 對消費者購買外國服飾品牌的影響
The Effects of Need for Uniqueness, Conformity and Self-Concept on Consumers` Purchase of Foreign Clothing Brands
作者 黃鈺婷
貢獻者 陳建維
黃鈺婷
關鍵詞 品牌知名度
品牌象徵性
品牌來源國形象
產品利益
獨特性需求
從眾傾向
社會認同
自我認同
購買意願
外國服飾品牌
日期 2014
上傳時間 1-Jul-2015 14:42:44 (UTC+8)
摘要 近年來隨著台灣消費能力增加，許多外國服飾品牌先後進駐台灣，GAP、 ZARA、UNIQUO、GU、H&M進駐台灣，形成一股購買熱潮，知名品牌如Paul & Bear、Forever 21也即將在台開幕，透過媒體的渲染，許多外國品牌成功打入台灣市場。 這些外國服飾品牌，本身就具有一定的品牌知名度，在消費者至外過旅遊時經常會購買的服飾品牌，自然也形成一種社會地位或是潮流的象徵，同時品牌的來源國也是影響消費者購買此品牌的重要因素。而在媒體大力渲染之下，消費者本身的獨特性需求、從眾傾向、自我認同與社會認同等特性，是否會間接地影響品牌屬性與產品利益，對購買意願的影響，是本研究所希望探討的。
     本研究以實證的方式，蒐集到251份有效問卷，探討品牌知名度、品牌象徵性、品牌來源國形象、服飾的產品利益，在消費者購買外國服飾品牌的決策上，的影響效果為何。以及消費者特性，包含獨特性需求、從眾傾向、自我概念，對於品牌屬性與產品利益對購買意願的直接效果上，是否有調節的效果。
     研究結果發現 : 品牌知名度、品牌象徵性、品牌來源國形象、產品的功能性屬性，會影響消費者購買外國服飾品牌的決策。當消費者的自我認同相對重要時，產品的享樂性屬性才會對消費者的購買意願產生影響。另外當消費者的從眾傾向越強烈，越傾向不購買知名度高的品牌，以及當消費者認為社會認同相對重要時，越傾向不購買具有強烈象徵性的品牌。本研究依據研究結果，提出相關行銷建議與策略。
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描述 碩士
國立政治大學
國際經營與貿易研究所
102351033
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351033
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 黃鈺婷zh_TW
dc.creator (作者) 黃鈺婷zh_TW
dc.date (日期) 2014en_US
dc.date.accessioned 1-Jul-2015 14:42:44 (UTC+8)-
dc.date.available 1-Jul-2015 14:42:44 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2015 14:42:44 (UTC+8)-
dc.identifier (Other Identifiers) G0102351033en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76155-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 102351033zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 近年來隨著台灣消費能力增加，許多外國服飾品牌先後進駐台灣，GAP、 ZARA、UNIQUO、GU、H&M進駐台灣，形成一股購買熱潮，知名品牌如Paul & Bear、Forever 21也即將在台開幕，透過媒體的渲染，許多外國品牌成功打入台灣市場。 這些外國服飾品牌，本身就具有一定的品牌知名度，在消費者至外過旅遊時經常會購買的服飾品牌，自然也形成一種社會地位或是潮流的象徵，同時品牌的來源國也是影響消費者購買此品牌的重要因素。而在媒體大力渲染之下，消費者本身的獨特性需求、從眾傾向、自我認同與社會認同等特性，是否會間接地影響品牌屬性與產品利益，對購買意願的影響，是本研究所希望探討的。
     本研究以實證的方式，蒐集到251份有效問卷，探討品牌知名度、品牌象徵性、品牌來源國形象、服飾的產品利益，在消費者購買外國服飾品牌的決策上，的影響效果為何。以及消費者特性，包含獨特性需求、從眾傾向、自我概念，對於品牌屬性與產品利益對購買意願的直接效果上，是否有調節的效果。
     研究結果發現 : 品牌知名度、品牌象徵性、品牌來源國形象、產品的功能性屬性，會影響消費者購買外國服飾品牌的決策。當消費者的自我認同相對重要時，產品的享樂性屬性才會對消費者的購買意願產生影響。另外當消費者的從眾傾向越強烈，越傾向不購買知名度高的品牌，以及當消費者認為社會認同相對重要時，越傾向不購買具有強烈象徵性的品牌。本研究依據研究結果，提出相關行銷建議與策略。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 2
     第三節 研究流程 3
     第二章 文獻探討 4
     第一節 獨特性需求 4
     第二節 從眾傾向 6
     第三節 自我概念 8
     第四節 品牌知名度 12
     第五節 品牌象徵性 14
     第六節 品牌來源國形象 18
     第七節 產品利益 20
     第八節 購買意願 22
     第三章 研究方法 23
     第一節 研究架構 23
     第二節 研究假說 26
     第三節 操作型定義(各變數之定義與衡量) 35
     第四節 問卷設計與抽樣方法 43
     第五節 資料分析方法 45
     第四章 資料分析結果 46
     第一節 受訪者基本背景與資料 46
     第二節 因素分析 49
     第三節 問卷之信效度分析 62
     第四節 迴歸分析 64
     第五章 研究結論與建議 70
     第一節 研究結論與發現 70
     第二節 行銷實務與建議 73
     第三節 研究限制與未來發展方向 75
     參考文獻 76
     附錄一 研究問卷 81		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351033en_US
dc.subject (關鍵詞) 品牌知名度zh_TW
dc.subject (關鍵詞) 品牌象徵性zh_TW
dc.subject (關鍵詞) 品牌來源國形象zh_TW
dc.subject (關鍵詞) 產品利益zh_TW
dc.subject (關鍵詞) 獨特性需求zh_TW
dc.subject (關鍵詞) 從眾傾向zh_TW
dc.subject (關鍵詞) 社會認同zh_TW
dc.subject (關鍵詞) 自我認同zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 外國服飾品牌zh_TW
dc.title (題名) 獨特性需求、從眾傾向、自我概念 對消費者購買外國服飾品牌的影響zh_TW
dc.title (題名) The Effects of Need for Uniqueness, Conformity and Self-Concept on Consumers` Purchase of Foreign Clothing Brandsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Aaker, D. A. (1991). Guarding the power of a brand name. New York Times, 4(1), 126-135.
     Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 103.
     Abraham-Murali, L., & Littrell, M. A. (1995). Consumers` conceptualization of apparel attributes. Clothing and Textiles Research Journal, 13(2), 65-74.
     Allen, V. (1965). Situational factors in conformity. Advances in experimental social psychology, 2, 133-170.
     Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. Groups, leadership, and men. S, 222-236.
     Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 473-481.
     Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of consumer marketing, 15(1), 32-43.
     Breakwell, G. M. (1986). Coping with Threatened Identities. Vol. 904: Methuen.
     Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and social psychology bulletin, 17(5), 475-482.
     Cacioppo, J. T., & Petty, R. E. (1984). The elaboration likelihood model of persuasion. Advances in consumer research, 11(1), 673-675.
     Cacioppo, J. T., Petty, R. E., & Morris, K. J. (1983). Effects of need for cognition on message evaluation, recall, and persuasion. Journal of personality and social psychology, 45(4), 805.
     Cheek, J. M. (1989). Identity orientations and self-interpretation Personality psychology (pp. 275-285): Springer.
     Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.
     Deaux, K., Reid, A., Mizrahi, K., & Ethier, K. A. (1995). Parameters of social identity. Journal of personality and social psychology, 68(2), 280.
     Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The journal of abnormal and social psychology, 51(3), 629.
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