當NIKE與LV相遇：運動鞋之品牌類型對態度功能與購買意願關係之干擾效果

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/40419

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/40419

Title:	當NIKE與LV相遇：運動鞋之品牌類型對態度功能與購買意願關係之干擾效果 The Moderating Effect of Brand Type on the Relationship of Attitude Function and Consumers' Purchase Intention
Authors:	陳思宇
Contributors:	國際貿易學系
Keywords:	品牌聯名運動鞋產業態度功能理論 co-branding sports shoes industry attitude function theory
Date:	2018
Issue Date:	2018-07-31 14:27:27 (UTC+8)
Abstract:	運動鞋產業近年來產生的巨大的變動，除了一般品牌競爭之外，也出現了其他形式的競爭者，包含了奢華品牌向下延伸，進入運動市場，例如：Gucci、Louis Vuitton 等。此外一般運動品牌也開始與異業合作，推出品牌聯名的策略，例如 Adidas by Stella McCartney 等。在這樣一個百花齊放的市場裡，產生了一個值得討論的議題：到底消費者面對這些不同品牌策略時，消費決策是否存在差異？本研究引用「態度功能理論」，同時考慮「享樂功能」、「實用功能」、「價值表達功能」、「社會調整功能」四種構面，透過問卷調查法的方式，希望了解一般品牌、聯名品牌、奢華品牌等不同品牌形式的消費決策中，所存在的異同點。本研究共發放 580 份問卷，針對運動品牌主力族群進行調查。分析方法採用結構方程模型，先透過驗證性因素分析確認信度和效度，再透過路徑分析確認消費行為，同時透過差異性比較，觀察這三種不同品牌策略的消費決策是否存在差異性。研究發現，聯名品牌可著重在「價值表達功能」，奢華品牌較突顯的是「享樂功能」，傳統一般運動品牌則應重「社會調整功能」，而三種品牌形式，均應強調「實用功能」。以上研究結論可提供消費者自我檢視消費策略，也可讓業者針對消費者的需求特性，依不同的目標族群來訂定品牌策略。 The main purpose of this study is to investigate the antecedent factors of consumers' purchase intention of sports-shoes in three different brand types (i.e., regular brands vs. luxury brand extension vs. co-branding). Borrowing from the theory of attitude functions (social-adjustive, value-expressive, hedonic, utilitarian), we try to explain the determi-nants of sports-shoes consumption. Structural equation modeling (SEM) analysis based on 580 respondents from Taiwan respondents between the age of 16 and 35. Our findings are that the value-expressive function is the main factor for co-branding, the social-ad-justive function plays major role in regular brands, while hedonic function drives the mo-tive of luxury brand extension. All the three brand types must have a look at the utilitarian function. Theoretical and practical implications are discussed, along with future research directions.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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