消费者之服装品牌偏好与该品牌香水态度之关系摘要Abstract关键字.PDF

第26屆 纖維紡織科技研討會 OG-13 消費者之服裝品牌偏好與該品牌香水態度之關係 Clothing of brand consumer by chance and relations of this brand perfume manner 張志凡,謝建騰,楊宜昌 Chih-Fan Chan,Chien-Teng Hsieh,Yi-Chang Yang 實踐大學高雄校區 服飾設計與經營學系 Department of Fashion Design and Merchandising Shih Chien University Kaohsiung Campus 謝建騰edo@.tw 摘要 本研究針對消費者之服裝品牌偏好與該品牌香水態度之關係做探討，以SPSS 系統分析，想了解人們對於品牌的態度以 及對其產品的相關性來了解到底是因為品牌形象好而吸引購買者買香水，或是跟其他因素有關，像產品特性、廣告宣傳、本 身喜愛、服裝品牌、品牌形象以及品牌認知等等因素。分析分成服裝品牌以及香水兩大部分，先分別做信度以及效度的分析， 其值都達到標準值，在做回歸分析探討兩部分的相關性，分析結果為不同程度的正相關性，說明了本研究的相關性探討是成 立的。 Abstract This research makes the discussion by relation about clothing of brand in view of the consumer relations of with same brand perfume manner .By the SPSS system analysis, to understand that the people regarding the brand manner and its products relevance has a discussion that the buyer wants to buy the perfume because of the brand image. Perhaps with other factors are like the product characteristic, the advertisements propaganda, oneself to like, clothing brand, brand image or even brand cognition …etc. The analysis divides into the clothing brand and the perfume two major parts. Makes the letter and the validity analysis separately first, its achieves the normal value, and then is making the regression analysis to discuss two parts of relevance. The analysis result for the varying degree relevance explained this researchs relevant discussion is tenable. 關鍵字：服裝品牌、品牌形象、品牌認知