探討認知失調下之消費者行為 : 以歐洲快速時尚產業ZARA為例

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Title:	探討認知失調下之消費者行為 : 以歐洲快速時尚產業ZARA為例
Other Titles:	Exploring consumer behavior by cognitive dissonance in fast fashion industry
Authors:	楊君毅;Yang, Chun-Yi
Contributors:	淡江大學歐洲研究所碩士班張瑋倫;卓忠宏;Chang, Wei-Lun;Cho, Chung–Hung
Keywords:	認知失調;消費者行為;ZARA;Cognitive Dissonance;Consumer Behavior
Date:	2016
Issue Date:	2017-08-24 23:57:13 (UTC+8)
Abstract:	本研究主旨在於探討一般大眾消費者在進行購買決策時，在面對廠商、業者所提供出的口號或文宣是否真的會影響消費者的決策判斷，而這其中是否會產生出心理學上所講的「認知失調」的概念，在本研究中將在快速時尚的框架下探討消費者進行消費行為時的認知失調決策是否能成為一種行銷策略，經過研究分析後發現知覺品質、知覺價值、品牌知名度、品牌忠誠度等，皆會影響到消費者進行消費時的決策，倘若消費者對於該品牌的評價越高，則知覺品質便相對會提高進而提升該商品的知覺價值。當知覺價值大於實際價值時，消費者便會認為該商品具有購買的價值，從而提高消費的機率。在本研究採用文獻分析法與個案研究法，來解釋快速時尚產業ZARA 利用何種運作方式與行銷方式，接著分析ZARA 行銷策略對消費者的影響，藉由「認知失調」理論套用在ZARA 的行銷策略上，最後，本研究發現產業應提升消費者對品牌之好感，提升品牌知名度、品牌忠誠度並且提升產品形象、產品創新等，藉此提高消費者的知覺品質、知覺價值，得出認知失調與消費者行為、品牌經營、定價策略的相互關係。 The main purpose of this research is to discuss the consumers'' behavior, decisions and judgment will be influenced or not when facing slogans or propaganda provide by manufacturer and dealers. This research used the concept "cognitive dissonance" to explore customer behavior in Fast Fashion industry. This research expects the analyzed outcomes may become the marketing strategy based on cognitive dissonance. This research discovered perceived quality, perceived price, brand awareness, and brand loyalty are the factors to influence customer decision. Consumers have higher evaluation of brand may result in higher perceived quality and increase the perceived price. When the perceived price is higher than the actual price, customers will consider the product with high value and increase the possibility of purchase. This research used literature review and case study to explain the specific ways of operation and marketing model used by ZARA. We also analyze the influence of Zara''s marketing strategy through cognitive dissonance theory. In summary, this research discovered that fast fashion industry should enhance the customer preference, brand awareness, and brand loyalty, brand image and product innovation to increase perceived quality and perceived price. This study also discovered the correlation among cognitive dissonance, consumer behavior, branding strategy, and pricing strategy.
Appears in Collections:	[Graduate Institute of European Studies] Thesis

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