http://scholars.ntou.edu.tw/handle/123456789/16894
Title: | Analysis of consumers’ attitudinal and emotional factors on luxury apparel brand purchase intentions | Other Titles: | 消費者態度與情感因子對於國外奢華品牌服飾購買意圖之分析 | Authors: | Wen-Hung Wang Lou E. Pelton Maxwell K. Hsu |
Keywords: | Attitude;brand awareness;emotional value;price sensitivity;purchase intention | Issue Date: | 8-Jul-2018 | Publisher: | Taylor & Francis (Routledge) | Journal Volume: | 39 | Journal Issue: | 11-12 | Start page/Pages: | 836-854 | Source: | The Service Industries Journal | Abstract: | This study advances both descriptive and managerial research addressing foreign consumers’ attitudinal, attributional and emotional valuations of brand equity for a U.S.-based global luxury brand. Taiwan was selected as the focal population of interest because this foreign market is distinguished by high market penetration and consumer awareness of global apparel brands. Consistent with a call for additional research on this topic, the present study employed both qualitative and quantitative research methods to empirically assess the relationship of foreign consumers’ brand awareness, attitudinal and emotional factors with the ensuing purchase intentions. Notably, customers’ level of price sensitivity is also included in the model, and the empirical findings reveal that price sensitivity negatively influences purchase intentions. The results also suggest that consumers’ susceptibility for perceived quality has a positive influence on purchase intentions for the U.S. apparel brand through emotional value. The takeaway for marketers in the luxury apparel industry is to increase the brand value in the customers’ mind to offset the likely negative effect of consumer price sensitivity. In addition, fashion brand managers could consider penetrating the brand-sensitive buyer’s market with a popular name brand and try to exploit the brand-insensitive buyer market with a generic apparel brand. 本研究針對來自於美國的全球知名奢華品牌(Polo Ralph Lauren)進行國外消費者品牌權益在態度方面、屬性方面與情感評估方面的描述性與管理性研究。本研究聚焦在臺灣地區的消費者,因為這個市場的消費者對於全球性的服飾品牌呈現較高度的市場滲透性與消費者知覺。與過去文獻對於此一研究議題的缺口一致,本研究同時採行質化與量化的研究方法,針對外國消費者的品牌知覺、態度、情感因子與購買意圖之間的關係進行實證研究。特別值得一提的是,本研究納入消費者的價格敏感度,並證實價格敏感度對於奢華品牌服飾購買意圖存在負向顯著的影響。本研究結果也顯示,消費者對美國服飾品牌的知覺品質透過情感性價值對奢華品牌服飾購買意圖存在間接顯著的影響。在研究貢獻方面,本研究建議奢華服飾品牌的行銷專業人員應致力於提升該品牌在消費者心目中的品牌價值,以儘可能抵銷消費者的價格敏感度所可能產生的負向影響。此外,流行服飾品牌的經理人除了可考慮在購買者對於品牌相當敏感的市場推出一個廣受歡迎的品牌以外,對於那些消費者品牌敏感度不高的市場,則可以考慮推出一個平價的自有(私有)服飾品牌。 |
URI: | http://scholars.ntou.edu.tw/handle/123456789/16894 | ISSN: | 1743-9507 | DOI: | https://doi.org/10.1080/02642069.2018.1494158 |
Appears in Collections: | 航運管理學系 |
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