近年來台灣陸續進駐不少國外知名快速時尚品牌，但由於市場過於競爭，2016年開始各大快速時尚品牌營收不如預期，在這樣的情況下，西班牙品牌ZARA依然能夠維持一定的銷量，所以本研究以ZARA做為案例，針對消費者的購買行為去做探討。本研究以消費者的觀點，探討快速時尚中影響消費者的購買行為因素，透過商店形象、價格、時尚設計涉入對購買意願之影響，並驗證加入中介變數知覺價值和品牌態度對購買意願的影響，同時也進一步驗證購買意願是否對購買行為有實際影響。研究結果發現，消費者對於ZARA的商店形象、價格、時尚設計涉入皆會正面影響知覺價值和品牌態度進而正向影響購買意願，但即使有很高的購買意願仍不能有效地預測購買行為。

There are more than ten different international brands nowadays in Taiwan. However, the fast fashion industry is very competitive, lots of fast fashion brands’ total revenue of 2016 had a dramatic drop as compared to past few years. In this circumstance, the Spanish fast fashion brand, ZARA, can still remain the revenue, because of that this paper will take ZARA as the target to investigate consumer behavior. The research investigates the influence of store image, pricing, and fashion involvement on purchase intention. Meanwhile, this study also discusses the perceived value and brand attitude as mediator. This research uses questionnaires to collect the data from those who have purchased ZARA’s products. The results indicated that store image, pricing, and fashion involvement positively affect the perceived value and brand attitude, and then brand attitude also positively affects purchase intention. Unfortunately, even the purchase intention is positive it cannot predict the purchase behavior precisely.

論文章節目錄
第壹章 緒論………………………………………………….1
第一節 研究背景與動機………………………………1
第二節 ZARA 品牌介紹………………………………2
第三節 研究問題………………………………………6
第貳章 文獻檢閱…………………………………………….8
第一節 快速時尚…………………………………….....8
第二節 消費者行為…………………………………...14
第三節 品牌態度……………………………………...19
第四節 購買意願及購買行為………………………...21
第參章 研究方法…………………………………………....24
第一節 研究架構……………………………………...24
第二節 研究對象和範圍……………………………...24
第三節 變數測量與問卷設計………………………...25
第四節 統計方法……………………………………...30
第五節 因素分析……………………………………...31
第六節 信度分析……………………………………...36
第肆章 資料分析…………………………………………....38
第一節 問卷樣本結構分析…………………………...38
第二節 共線性診斷…………………………………...48
第三節 迴歸分析……………………………………...50
第伍章 結論與建議………………………………………....60
第一節 研究結論……………………………………...60
第二節 研究限制與未來研究建議…………………...64
參考文獻…………………………………………………….66
附錄：本研究問卷………………………………………….73
表目錄
表2-2-1 影響行為因素……………………………………….17
表3-3-1 商店形象衡量問項………………………………….25
表3-3-2 價格衡量問項……………………………………….26
表3-3-3 時尚設計涉入衡量問項…………………………….26
表3-3-4 知覺價值衡量問項………………………………….27
表3-3-5 品牌態度衡量問項………………………………….27
表3-3-6 購買意願衡量問項………………………………….28
表3-3-7 人口統計變數衡量問項…………………………….28
表3-5-1 商店形象因素分析………………………………….32
表3-5-2 價格因素分析……………………………………….33
表3-5-3 時尚設計涉入因素分析…………………………….34
表3-5-4 知覺價值因素分析………………………………….34
表3-5-5 品牌態度因素分析………………………………….35
表3-5-6 購買意願因素分析………………………………….36
表3-6-1 信度分析…………………………………………….36
表4-1-1 ZARA 品牌喜好程度……………………………….44
表4-2-1 相關分析…………………………………………….50
表4-2-2 共線性檢驗………………………………………….50
表4-3-1 多元回歸分析檢視知覺價值之影響因素………….52
表4-3-2 多元回歸分析檢視品牌態度之影響因素………….53
表4-3-3 多元回歸分析檢視購買意願之影響因素………….55
表4-3-4 多元回歸分析檢視購買意願之影響因素………….58
圖目錄
圖1-3-1 研究流程圖…………………………………………..7
圖2-1-1 知覺價值組成圖……………………………………11
圖2-2-1 消費者購買行為……………………………………16
圖2-2-2 消費者黑箱…………………………………………17
圖2-4-1 消費者購買決策過程………………………………22
圖 3-1-1 研究架構…………………………………………....24
圖4-1-1 樣本之性別統計……………………………………39
圖4-1-2 樣本之年齡統計……………………………………40
圖4-1-3 樣本之職業統計……………………………………41
圖4-1-4 樣本之居住地統計…………………………………42
圖4-1-5 樣本之每月收入統計………………………………43
圖4-1-6 ZARA 品牌喜好程度………………………………44
圖4-1-7 樣本之平均每季（三個月）消費次數統計………45
圖4-1-8 樣本之平均每次在ZARA 消費金額統計………....46
圖4-1-9 樣本之朋友購買ZARA 情形統計……………........47
圖4-1-10 樣本之家人購買ZARA 情形統計………………..48
圖4-3-1 研究結果圖…………………………………………59

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