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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110760


    Title: 實體店面、服務品質與產品品質對平價時尚購買意圖之研究
    Other Titles: A study of the impact of physical environment, service quality and product quality on purchase intention in affordable fashion industry
    Authors: 李育緯;Lee, Yu-Wei
    Contributors: 淡江大學國際行銷碩士在職專班
    張俊惠
    Keywords: 實體環境;服務品質;產品品質;態度;購買意圖;平價時尚;physical environment;Service Quality;product quality;Purchase Intention;Fast Fashion;Affordable Fashion
    Date: 2016
    Issue Date: 2017-08-24 23:35:22 (UTC+8)
    Abstract: 2008年次級房貸發生後,全球大環境的不景氣,讓講究CP值高UNIQLO、ZARA、H&M等快服飾品牌順勢崛起,帶動全世界新一波的消費風潮。台灣自從在2009年UNIQLO來台設點後,近年來多家平價時尚品牌已齊聚台北市信義區且積極在台展店,全台零售商場進入戰國時代。

    據此,本研究目的為針對在台灣擁有實體店鋪之平價時尚品牌的「實體環境」、「服務品質」、及「產品品質」等三個重要因素是否對消費者的購買意圖有著關鍵性的影響力。並且進一步探討在影響消費者購買意圖的過程中,「態度」是否扮演著重要的中介角色。最後根據上述之研究,作為各大快服飾品牌制定行銷策略之參考依據。

    本研究對象為一般消費者,透過網路問卷的方式發放,總計回收343份問卷,無效問卷為6份,有效問卷為337份,有效問卷回收率為98.2%。本研究使用SPSS18.0版及LISREL8.7版作為本研究之資料分析工具。

    本研究結果顯示:
    1.就台灣的平價時尚市場而言,實體環境, 產品品質,與服務品質對消
    費者的購買意圖有著顯著的影響力。
    2.就台灣的平價時尚市場而言,態度扮演著極為關鍵的中介角色。其中,
    就服務品質而言,其更必須經由態度完全中介才對消費者的購買意圖得
    以形成一定程度的影響力。
    Since the Subprime mortgage crisis, fast-fashion retailers such as UNIQLO, ZARA, or H&M , which put an emphasis on the cost-performance ratio, have become dominant brands in the market due to the worldwide economic depression. They have started a new trend of shopping. Since 2009, when the first fast-fashion retailer UNIQLO set up a branch in Taiwan, many fast-fashion brands have been working hard to develop new market here. The highly competitive era of fast-fashion retailers has come.

    Therefore, this study aims to probe whether the three critical factors of the fast-fashion retailors which have physical stores in Taiwan-physical environment, service quality, and product quality-will have an crucial influence on the purchase Intention of consumers.
    Besides, it will probe further whether attitude will play an important intermediary role when consumers are making a purchase. At last, according to the study above, the result can serve as a reference for fast-fashion companies to make their marketing strategy.


    This study used SPSS 18.0 and LISREL 8.7 were employed as the data analysis software. The target of this survey is common consumers. It is enforced through online survey. 343 questionnaires have been recollected in total. The number of invalid ones is six, while the number of valid ones is 337. The rate of collected valid questionnaires is 98.2%.

    There are two finding from the research:
    1.To the fast-fashion market in Taiwan, physical
    environment, product quality, and
    service quality have great influence on consumers’
    purchase intention.
    2.To the fast-fashion market in Taiwan, attitude plays
    a critical intermediary role. What’s more, to service
    quality, attitude is even an inevitable intermediator
    so that service quality can develop influence on
    consumers’ purchase intention to a certain extent.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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