UNIQLO與ZARA分別於2010與2011年來台設立門市，且各自預計在未來三年內設立100與10間分店。UNIQLO與ZARA為分別來自日本與西班牙之服裝製造零售商(specialty store retailer of private label apparel, SPA)。因此本研究探討在台灣設立門市並採用SPA商業模式之國際服飾零售商─UNIQLO以及ZARA做為來源國形象與品牌形象對知覺品質與購買意願影響的受測目標。
    
    主要針對曾經逛過UNIQLO或ZARA之消費者，探討來源國形象與品牌形象對消費者之購買意願是否造成影響以及知覺品質是否在兩者之間扮演著中介效果的角色。因此本研究希望能藉由統計資料的分析，達成下列的研究目的：
一. 探討來源國形象是否影響購買意願，及知覺品質是否在兩者間具中介效果。
二. 探討品牌形象是否影響購買意願，及知覺品質是否在兩者間具中介效果。
三. 由於UNIQLO與ZARA之服飾風格不太相同，因此本研究想藉由人口統計變項的探討找出影響消費者在購買UNIQLO或ZARA時之因素。

    本研究使用問卷調查方式，依據回收問卷進行資料分析，主要研究結果如下：
一. 在消費者購買服飾時，來源國形象仍有其影響力，且知覺品質在來源國形象與購買意願間具有中介效果。
二.  UNIQLO、ZARA之品牌形象會影響消費者之購買意願，但知覺品質在品牌形象與購買意願之間不具有中介效果。
三. 消費者在購買UNIQLO或ZARA時，價格與品質是影響其是否購買之因素。

UNIQLO and ZARA set up their own store in 2010 and 2011 respectively, each of them announced that they will set up 100 and 10 branches within the next three years. UNIQLO and ZARA comes from Japan and Spain, both of them adopt SPA Model (specialty store retailer of private label apparel). Hence, this thesis intends to investigate the influence of COO image, brand image, perceived quality and purchase intention in the international company which adopt SPA model and have stores in Taiwan as experimental objects.
  The samples of questionnaire research are mainly from customers who have visited UNIQLO or ZARA before, and investigate the effect of COO image and brand image to consumer’s perceived quality and purchase intention. And test a mediating effect of perceived quality between COO image and brand image respectively. This study hopes to reach the following research purposes through the analysis of the statistical data:
  1. Explore whether COO image will influence the purchase intention, and the mediating effect of perceived quality on COO image and purchase intention is supported.
  2. Explore whether brand image will influence the purchase intention, the mediating effect of perceived quality on brand image and purchase intention is supported.
  3. Because of different style, what is the critical reason effects consumer’s purchasing intention.
  This research uses questionnaire methodology. After analysing and comparing the information, the main conclusions of this thesis can be summarized below:
  1. When consumer purchase clothes, the effect of COO image still exist. Perceived quality plays a mediator role between COO image and purchase intention.
  2. Brand image of UNQLO and ZARA significantly influences consumer purchase intention. But perceived quality does not play a mediator role between COO image and purchase intention.
  3. Price and quality play an critical role while consumer purchase UNIQLO or ZARA.

目錄	I
表目錄	III
圖目錄	V
第一章	緒論	1
第一節	研究背景及動機	1
第二節	研究目的	4
第三節	研究問題	6
第四節	觀念架構圖	6
第五節	研究假說	7
第六節	觀念變數操作性定義及衡量	10
第七節	問卷設計、抽樣與問卷調整	14
第八節	資料分析方法	16
第九節	研究流程	20
第二章	UNIQLO與ZARA之分析	21
第一節	UNIQLO之簡介	21
第二節	ZARA之簡介	22
第三章 來源國形象、品牌形象、知覺品質與購買意願之分析	26
第一節	來源國形象(Country-of-origin image)	26
第二節	品牌形象(Brand Image)	40
第三節	知覺品質(Perceived Quality)	50
第四節	購買意願(Purchase Intention)	58
第四章 來源國形象、品牌形象與知覺品質及購買意願實證分析	61
第一節	敘述性統計分析	61
第二節	來源國形象、品牌形象、知覺品質與購買意願之因素分析	72
第三節	來源國形象、品牌形象、知覺品質與購買意願之迴歸分析	74
第二節	變異數分析之假設檢定	83
第三節	人口統計變數與消費行為之分析	86
第四節	研究假設驗證結果	88
第五章 結論與建議	91
第一節 研究結論	91
第二節 研究建議	94
第三節 研究限制	97
參考文獻	99
附錄一 正式問卷─ZARA	112
附錄二 正式問卷─UNIQLO	117
附錄三 購買UNIQLO之消費者對各個構面之敘述性統計量	122
附錄四 購買ZARA之消費者對各個構面之描述性統計量	124
附錄五 來源國形象、品牌形象、知覺品質與購買意願之因素分析	126
附錄六 消費行為對各構面之平均數與標準差	128
附錄七 交叉表	129

表目錄
表1-1 研究假設彙整表.............................................................................................9
表1-2 來源國形象之操作性定義與衡量...............................................................11
表1-3 品牌形象之操作性定義與衡量...................................................................12
表1-4 知覺品質之操作性定義與衡量...................................................................13
表1-5 購買意願之操作性定義與衡量...................................................................14
表1-6 研究變數之信度分析...................................................................................17
表2-1 ZARA 2010與2011各區銷售額成長比例.................................................23
表2-2 全球前五大服飾零售商比較表...................................................................24
表3-1 國家形象定義國家形象定義.......................................................................27
表3-2 來源國分類...................................................................................................34
表3-3 品牌來源國與生產來源國定義...................................................................36
表3-4 來源國形象衡量構面彙整...........................................................................37
表3-5 品牌形象定義彙整.......................................................................................45
表3-6 品牌形象衡量構面.......................................................................................48
表3-7 知覺品質的組成...........................................................................................53
表3-8 知覺品質衡量構面彙整表...........................................................................55
表3-9 購買意願之衡量構面...................................................................................60
表4-1 樣本分佈情形─人口統計變數....................................................................62
表4-2 各變項之次數分配-UNIQLO.......................................................................66
表4-3 各變項之次數分配-ZARA...........................................................................68
表4-4 各構面之KMO值與Bartlett球形檢定表......................................................73
表4-5 各構面相關分析表.......................................................................................74
表4-6 來源國形象對消費者之購買意願之迴歸分析...........................................75
表4-7 品牌形象對消費者之購買意願之簡單迴歸分析.......................................76
表4-8 來源國形象對品牌形象之簡單迴歸分析...................................................77
表4-9 來源國形象、知覺品質對購買意願之多元迴歸分析...............................78
表4-10 知覺品質之中介效果-1................................................................................79
表4-11 品牌形象、知覺品質對購買意願之多元迴歸分析...................................80
表4-12 知覺品質之中介效果-2................................................................................81
表4-13 來源國形象、品牌形象、知覺品質對購買意願之多元迴歸分析...........82
表4-14 迴歸分析結果彙整表...................................................................................83
表4-15 人口統計變項對各構面之變異數分析.......................................................84
表4-16 消費者有無購買在各構面之變異數分析比較表.......................................84
表4-17 購買UNIQLO與ZARA之消費者在各構面之變異數分析比較表.............85
表4-18 購買UNIQLO與ZARA之消費者在購買金額之變異數分析.....................85
表4-19 人口統計變數在購買UNIQLO或ZARA之卡方檢定.................................87
表4-20 購買UNIQLO或ZARA消費行為之卡方檢定.............................................87
表4-21 研究假設結果彙整表...................................................................................90

圖目錄
圖1-1 研究假設架構圖.............................................................................................6
圖1-2 研究流程圖...................................................................................................20
圖3-1 暈輪效果.......................................................................................................30
圖3-2 彙總效果.......................................................................................................30
圖3-3 來源國效應對品牌權益影響架構圖...........................................................39
圖3-4 以顧客為基礎之品牌權益架構圖...............................................................44
圖3-5 Biel品牌形象模型.........................................................................................47
圖3-6 知覺品質的組成...........................................................................................52
圖3-7 價格、品質、價值之因果相關模式...........................................................57

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三. 網站部分：
1.GAP: http://www.gapinc.com/content/gapinc/html.html
2.H&M: http://www.hm.com
3.Limited Brands: http://www.limitedbrands.com
4.UNIQLO: www.uniqlo.co.jp
5.ZARA: http://www.inditex.com/en
6.世界品牌500強網站：http://www.worldbrandlab.com/world/2011/bd_200.htm
7.美國行銷協會(America Marketing Association)：http://www.ama.org.com