全通路消費者體驗下品牌體驗、品牌形象與購買意願之間的關係——以時裝奢侈品牌為例

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論文名稱

全通路消費者體驗下品牌體驗、品牌形象與購買意願之間的關係——以時裝奢侈品牌為例
(The Relationship Between Brand Experience, Brand Image, and Purchase Intention in Omnichannel Consumer Experience: A Case Study of Luxury Fashion Brands)

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摘要(中)

隨著科技的蓬勃發展與快速的變動，促使人們的行為與接觸到的環境逐漸向數位化邁進。因為疫情的爆發，使得消費者逐漸轉往線上平台，加速了時裝奢侈品牌的數位轉型。而後疫情時代，實體店面還是有存在的必要性，品牌進而趨向融合線上線下通路的全通路策略發展。時裝奢侈品牌對品牌形象的塑造極為重視，因為品牌不僅代表產品的品質，還承載著文化、歷史和價值觀。換句話說，時裝奢侈品牌吸引消費者的不僅是商品本身，還有品牌所傳遞的生活方式、價值觀以及帶給消費者的獨特消費體驗，這使得品牌成為奢侈品行業中最為關鍵的資產之一。本研究主要在探討在時裝奢侈品牌全通路消費者體驗角度下品牌體驗中的感官體驗如何影響認知體驗及情感體驗，並進一步探討與品牌形象與購買意願之間的關聯性，以了解消費者的行為。本研究透過網路平台調查曾經購買時裝奢侈品的受訪者，共計回收有效問卷254份。研究結果顯示，感官體驗對認知體驗及情感體驗有顯著影響，而認知體驗及情感體驗分別能夠進一步對品牌形象及購買意願有顯著影響。本研究在全通路的購物環境下印證時裝奢侈品牌不僅應專注於產品品質，還應在品牌體驗的各個方面投資，以創造一個讓消費者感到物有所值的高端形象，進而提升消費者的購買意願。本研究不僅探討全通路消費體驗下，品牌體驗、品牌形象及購買意願的關聯性，並重組品牌體驗各個構面在SOR模型中的關係，同時也提供時裝奢侈品牌制定全通路策略的實務參考。

摘要(英)

With the rapid development of technology and the fast-paced changes it brings, people′s behaviors and the environments they interact with are gradually shifting toward digitalization. The outbreak of the pandemic accelerated this trend, leading consumers to increasingly turn to online platforms and expediting the digital transformation of luxury fashion brands. However, in the post-pandemic era, physical stores still play a crucial role, leading brands to adopt an omnichannel strategy that integrates both online and offline channels. Luxury fashion brands place great emphasis on shaping their brand image, as the brand not only represents product quality but also embodies culture, history, and values. In other words, luxury fashion brands attract consumers not only through the products themselves but also through the lifestyle, values, and unique consumer experiences that the brand conveys. This makes the brand one of the most critical assets in the luxury industry. This study primarily explores how sensory experiences within brand experiences influence cognitive and emotional experiences from the perspective of omnichannel consumer experiences in luxury fashion brands, and further investigates the relationship between these experiences, brand image, and purchase intention to understand consumer behavior. Through an online platform, the study surveyed respondents who had previously purchased luxury fashion items, collecting a total of 254 valid questionnaires. The results indicate that sensory experiences significantly influence cognitive and affective experiences, and both cognitive and affective experiences further significantly impact brand image and purchase intention. This study confirms that in an omnichannel shopping environment, luxury fashion brands should not only focus on product quality but also invest in all aspects of brand experience to create a high-end image that consumers perceive as valuable, thereby enhancing purchase intention. The research not only explores the relationship between brand experience, brand image, and purchase intention in the context of omnichannel consumer experience, but also restructures the dimensions of brand experience within the S-O-R model. Additionally, it provides practical insights for luxury fashion brands in formulating omnichannel strategies.

關鍵字(中)

★ 全通路消費體驗
★ 時裝奢侈品牌
★ 品牌體驗
★ 感官體驗
★ 認知體驗
★ 情感體驗
★ 品牌形象
★ 購買意願

關鍵字(英)

★ Omnichannel Consumer Experience
★ Luxury Fashion Brands
★ Brand Experience
★ Sensory Experience
★ Cognitive Experience
★ Affective Experience
★ Brand Image
★ Purchase Intention

論文目次

摘要 I
ABSTRACT II
誌謝 IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章文獻探討 6
2.1 時裝奢侈品牌 6
2.2 全通路消費體驗 8
2.3 品牌體驗 11
2.4 SOR模型 14
第三章研究方法 17
3.1 研究假設 17
3.2 操作型構面定義 21
3.3 研究設計 24
第四章研究結果 26
4.1 敘述性統計分析 26
4.2 測量模型分析 30
4.2.1 信度分析 30
4.2.2 收斂效度分析 31
4.2.3 區別效度分析 33
4.3 結構模型分析與假說檢定 35
第五章研究討論 38
5.1 討論 38
5.2 學術貢獻 39
5.3 實務意涵 40
第六章結論與建議 42
6.1 結論 42
6.2 研究限制與未來建議 43
參考文獻 45
附錄 54
附錄正式問卷 54

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指導教授

許秉瑜(Ping-Yu Hsu)

審核日期

2024-10-18

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