| 摘要: | 隨著網路科技與通訊技術之進展，以及物流與金流服務之成長，已逐漸改變消費者之購物習慣。因此，本研究目的為探討國內女裝來源國效應、品牌態度、品牌信任、品牌忠誠度及品牌權益之關聯性。此外，品牌熱愛於來源國效應與品牌信任之間關係、來源國效應與品牌態度之間關係，以及品牌態度與品牌信任之間關係之干擾效果探討亦為本研究另一個研究目的。本研究使用AMOS從事結構方程模式分析及假說檢定。研究結發現來源國效應對品牌態度有顯著正向影響，進而顯著正向影響品牌信任。品牌信任對品牌忠誠度有顯著正向之影響。再者，品牌信任與品牌忠誠度均對品牌權益有顯著正向之影響。此外，研究亦發現品牌熱愛對來源國效應與品牌信任之間關係、來源國效應與品牌態度之間關係，以及品牌態度與品牌信任之間關係存在干擾效果。最後，根據結果發現，本研究提出實務建議予女性服飾經營業者作為行銷決策之參考依據。至於本研究之限制及未來研究方向，亦呈現於本論文中。
With the progress of Internet technology and communication technology, as well as the growth of logistics and financial services, have gradually changed the consumer's shopping habits. Thus, this study aims at exploring the relationships among country-of-origin effect of domestic women's clothing, brand attitude, brand trust, brand loyalty, and brand equity. In addition, the moderating effect of brand love on the relationship between the country-of-origin effect and brand trust, the relationship between the country-of-origin effect and brand attitude, and the relationship between the brand attitude and brand trust is another purpose of this study. Structural equation model is conducted via AMOS. The results confirm that the country-of-origin effect significantly and positively affect brand attitude, and in turn, affects brand trust. Brand trust has a significant and positive impact on brand loyalty. Furthermore, both brand trust and brand loyalty have a significant and positive impact on brand equity. Besides, results also confirm that brand love has a significant moderating effect on the relationship between the country-of-origin effect and brand trust, the relationship between the country-of-origin effect and brand attitude, and the relationship between the brand attitude and brand trust. Finally, according to these findings, practical suggestions are offered to the manager of the women's apparel business to serve as the basis of marketing decisions. As for the limitations of this study and directions for future research are also presented in this paper. |
