消費者對服飾認知與購買意願之研究

The Research of Consumers' Apparel Cognition and Purchase Intentions

隨著M型化社會的來臨，服飾消費也趨向於極端地發展，在這樣的消費市場中，消費者對品牌的認知常常被主管拿來當行銷策略中的提升產品價值的手段，然而想要預測顧客購買服飾的行為，除了品牌是不夠的，還有許多可能影響的因素，因此本研究的目的為探究消費者的品牌知識、知覺風險是否會影響服飾購買意願，並加入金錢態度作為干擾變數以探討變數間的相關性。本研究採用量化式問卷調查，調查對象為居住於台灣地區的服飾消費者，問卷收集方法採用雪球抽樣法，之後運用SPSS統計軟體分析問卷數據，資料分析方法包含敘述性統計分析、因素分析、信度分析、相關分析、線性與階層迴歸分析，驗證研究假設是否成立。研究結論發現：（1）消費者的品牌知識對消費者的服飾購買意願有顯著的正向影響，代表著服飾品牌如能確立自身特有形象或者建構更高知名度，對消費者會更具吸引力。（2）消費者的品牌知識越高對一般品牌的知覺風險就越顯著，代表著消費者若對某項產品認知度不高，容易對其產生風險性的聯想。（3）消費者對品牌的知覺風險對品牌知識與購買意願間的關係有部分中介影響效果。（4）金錢態度對消費者的品牌知識與購買意願間有干擾的效果。

In the pace with the M-style society， consumers’ apparel shopping expenses are also tending to became extremely high and low. By using marketing strategy managers tend to develop brand to advance product value， however， there are many other factors that might influence consumer purchase intention， such as their perceived risk， or their money attitude. Therefore， the purpose of this research is to investigate consumer’s brand knowledge， perceived risk， and money attitude influence their apparel purchase intention. The research subjects were people who live in Taiwan area， and the sampling collect method is snowballing. Total 250 useful questionnaires were received and data were analysis by using factor analysis， alpha reliability analysis， descriptive data analysis， bivariate correlations analysis， and regression. The results found (1) consumers’ brand knowledge had significant positive effect toward consumers’ apparel purchase intention which means consumers will be attract by the apparel brand had distinguish image or higher brand awareness. (2) Consumers’ who had better brand knowledge would have higher general brand perceived risk. (3) Consumers’ perceived risk had partial mediating effect between consumer’s brand knowledge and their apparel purchase intention. (4) Consumers’ money attitude had moderating effect toward the relationship of consumer’s brand knowledge and purchase intention.