國際流行連鎖服飾品牌形象、品牌信任、品牌承諾與購買意願之關聯性研究

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Title:	國際流行連鎖服飾品牌形象、品牌信任、品牌承諾與購買意願之關聯性研究 A Study on Relationships among Brand Image, Brand Trust, Brand Commitment and Purchase Intention of International Fashion Chains Clothing
Authors:	李素真
Contributors:	國際企業管理學系
Keywords:	國際流行連鎖服飾品牌品牌形象品牌信任品牌承諾購買意願 international fashion chains clothing brand image brand trust brand commitment purchase intention
Date:	2024
Issue Date:	2024-08-02 13:43:46 (UTC+8)
Abstract:	本研究旨在探討國際流行連鎖服飾品牌的關鍵因素，特別關注品牌形象、品牌信任、購買意願以及品牌承諾之間的複雜關係，旨在深入瞭解這些變數之間的關聯性。本研究以文獻探討進行推論，探討國際流行連鎖服飾品牌的形象對品牌信任產生積極的影響的可能性。其次，推測品牌形象對購買意願產生正向影響，反映了消費者對品牌的信任。接續以過往研究證據推論品牌信任對購買意願具有正向影響，尤其信任可以成為消費者購買決策的重要機制。此外，本研究亦關注品牌信任是否在品牌形象和購買意願之間發揮中介作用，檢驗品牌信任在兩者之間的橋樑，以更好地理解這些因素之間的理論意義；本研究另檢測品牌承諾對於品牌形象、品牌信任和購買意願之間的調節作用，以確認更完整的理論模型期望透過本研究為國際流行連鎖服飾品牌的品牌管理和市場行銷提供更深入的理解，並為未來的品牌策略和消費者行為研究提供實務的建議。 This study delves into the dynamics of international fashion retail brands, emphasizing the intricate interplay between brand image, brand trust, purchase intention, and brand commitment. Through a comprehensive literature review, we infer that brand image positively influences brand trust, subsequently impacting purchase intention. Additionally, we explore the potential mediating role of brand trust between brand image and purchase intention. Furthermore, we investigate how brand commitment moderates these relationships. This research aims to enhance our comprehension of brand management and marketing strategies for international fashion retail brands, offering practical insights for future research in brand strategies and consumer behavior.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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