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研究生: 陳淑真
研究生(外文): Sue-Chen Chen
論文名稱: 大學生對名牌包購買行為之研究-以高雄大學為例
論文名稱(外文): The Research of Brand Bag Purchasing Behavior for College Students – A Case Study of the National University of Kaohsiung
指導教授: 李書政
指導教授(外文): Shu-Cheng Lee
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
論文出版年: 99
畢業學年度: 98
語文別: 中文
論文頁數: 74
中文關鍵詞: 購買行為購買決策購買意圖
外文關鍵詞: purchase behaviorpurchase decisionpurchase intention
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現世代新新人類,為了擁有心目中所想要的名牌,總會省吃儉用把錢省下來,購買符合自己所想要的產品。近年來發現,隨著時代生活水準的提高,大學生持有名牌包比例有一定層級的提昇。目前我所探討的「大學生對名牌包購買行為」之研究,並非侷限於某些高檔品牌為範疇,舉凡時下大學生所使用的包款,其中包含國際精品及潮流品牌,因大學生會以自己的喜好或品牌設計的風格及其價值觀的不同,而有不同的消費行為,各式名牌包在大學生的日常生活中都能耳熟能詳,而且也成為同儕間閒聊的話題,可見名牌包的地位已確立其有形價值。
本研究主要目的是了解不同消費者之名牌包購買行為,並探討不同的購買行為是否會影響購買決策,進而改變消費者未來的購買意圖。
本研究採用叢式抽樣,針對高雄大學每個系所別進行樣本發放50份問卷,總計發放950份問卷,最後回收並刪除無效問卷後,總計有效問卷為285份,依學生背景資料探討大學生對名牌包購買行為,運用t檢定、ANOVA表及迴歸分析工具等進行差異及相關分析。
本研究發現,名牌包的品牌形象、知覺品質與知覺價值都會顯著影響到消費者的購買意圖;而主力購買者仍為年紀較大的女性,都願意推薦該品牌之名牌包給身邊的朋友,除了對品牌的認同度外,重要的是品質與價值能讓消費者感到物超所值。
同時可以發現目前男生在擁有名牌包的比例並沒有比女生低,但其在認同度上卻顯著都低於女性,其可能是因為男性較不在意相關的品質或價格,但若未來主攻男性的廠商,能夠在品牌形象、知覺品質及知覺價值上多進行改善,相信能夠提高男性購買名牌包的意願。
The younger generation tends to live frugally to save money for purchasing luxury goods. Recent research has found that the percentage of undergraduate students who have brand-name bags have risen to a certain level as the living standard improved
Note that the investigation was not limited to only specific luxury brands, those international Boutique and hip brands were also included. College students display different consumer behaviors based on their preferences to brand style and personal values. Various brand-name handbags are well-known by students in their daily-lives, and it has become one of the chat topics among students. Therefore, luxury bags have already established themselves an unshakable status among materialistic items.
Purchase decision is an important factor affecting purchase intention. The purpose of this study is to understand the purchasing behaviors of diverse consumers and the affections of different personal information.
In this study, Cluster Sampling was adopted, and 50 questionnaires were issued to every department at the National University of Kaohsiung. After retrieving all the surveys and removing the invalid ones, 285 were valid surveys among a total of 950.
According to students’ background information, t test, ANOVA table and Regression Analysis Tool were applied to investigate the purchase behavior of undergraduate who bought luxury bags.
The study found that the brand image, perceived quality and perceived value will significantly affect the consumer's purchase intention; however, mature women are still the main buying force, and they tend to recommend the brand to their friends.
Other than brand identification, the quality and value of the product are also important in acquiring consumer satisfaction. It has been observed that the percentage of males who own brand-name bags is not lower than females, but the brand identification for men is significantly lower than the women. This might be caused by the fact that men do not care about the quality or price. Manufacturers wishing to gain the men’s market should improve their brand image, perceived quality and perceived value. Then the men’s desires to purchase brand bags will also improve.
中文摘要  i
英文摘要  ii
誌謝      iv
目錄      v
表目錄    vii
圖目錄    ix
一、      緒論  1
1.1  研究背景  1
1.2  研究動機  1
1.3  研究目的  2
1.4  研究流程  3
二、      文獻探討  5
2.1  品牌相關文獻回顧  5
2.1.1 品牌的歷程發展  5
2.1.2 品牌要素  5
2.1.3 品牌形象  6
2.1.4 小結  8
2.2  知覺品質  8
2.2.1 知覺品質定義  8
2.2.2 知覺品質構面  9
2.2.3 小結  10
2.3  知覺價值  10
2.3.1 知覺價值定義  10
2.3.2 知覺價值構面  11
2.3.3 小結  12
2.4  信任  13
2.4.1 信任定義  13
2.4.2 信任構面  14
2.4.3 小結  15

2.5  購買意圖  16
2.5.1 購買意圖定義  16
2.5.2 購買意圖構面  18
2.5.3 小結  18
三、      研究方法與架構  19
3.1  研究架構  19
3.2  研究假設  19
3.3  問卷設計、研究變數及研究樣本  21
3.4  資料分析方法  25
四、      資料分析與研究結果  27
4.1  樣本特性之次數分配  27
4.2  樣本特性與購買行為之卡方檢定  32
4.3  問卷信度及描述性統計  40
4.4  差異分析  42
4.5  迴歸分析  56
4.6  研究結果整理  58
五、      結論與建議  62
5.1  結論  62
5.2  研究建議  62
5.3  後續研究建議  63
5.4  研究限制  64
參考文獻  65
附錄      72









表目錄
表2-1  國內外學者對品牌形象之定義  6
表2-2  國內外學者對品牌形象之構面  7
表2-3  國內外學者對知覺品質之定義  9
表2-4  國內外學者對知覺品質之構面  10
表2-5  國內外學者對知覺價值之定義  11
表2-6  國內外學者對知覺價值之構面  12
表2-7  信任的定義  13
表2-8  國內外學者對衡量信任的構面  14
表2-9  國內外學者對購買意圖之定義  17
表2-10 國內外學者對購買意圖之衡量構面  18
表3-1  品牌形象操作性定義與衡量  22
表3-2  知覺品質操作性定義與衡量  23
表3-3  知覺價值操作性定義與衡量  24
表3-4  信任操作性定義與衡量  24
表3-5  購買意圖操作性定義與衡量  25
表4-1  樣本特性次數分配表  27
表4-1  樣本特性次數分配表(續)  28
表4-2  名牌包購買行為次數分配表  29
表4-2  名牌包購買行為次數分配表(續)  30
表4-3  不同族群在是否曾購買名牌包之交叉分析  32
表4-4  不同性別與年級在購買名牌包之交叉分析  33
表4-5  不同學院與年齡在購買名牌包之交叉分析  34
表4-6  不同零用錢在購買名牌包之交叉分析  35
表4-7  不同族群在購買名牌包原因之交叉分析  36
表4-8  不同族群在購買名牌包訊息之交叉分析  37
表4-9  不同族群在購買名牌包管道之交叉分析  38
表4-10 不同族群在名牌包配件需求之交叉分析  39
表4-11 量表信度及各構面之描述性統計量  41
表4-12 不同性別在各構面之表現差異為何  42
表4-13 不同性別在各構面上有顯著差異之問題整理易表  43
表4-14 有無購買過名牌包在各構面之表現差異為何  44
表4-15 擁有名牌包與否在各構面上有顯著差異之問題整理易表  44
表4-16 是否願意推廣給親友在各構面之表現差異為何  46
表4-17 親友推薦與否在各構面上有顯著差異之問題整理易表  47
表4-18 不同年級在購買決策上之差異分析  48
表4-19 不同學院在購買決策上之差異分析  49
表4-20 零用錢的多寡在購買決策上之差異分析  50
表4-21 不同的年齡別在購買決策上之差異分析  52
表4-22 現有名牌包價格的不同在購買決策上之差異分析  53
表4-23 不同的購買次數在購買決策上之差異分析  54
表4-24 不同的使用時間在購買決策上之差異分析  55
表4-25 各構面對購買意圖之迴歸分析  56
表4-26 研究假設成立結果表  57








圖目錄
圖1-1  研究流程  4
圖2-1  E.K.B. 模式消費者決策制定過程  16
圖3-1  研究架構圖  19
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