印尼Z世代對日本快時尚品牌之品牌形象、原產國效應、價格敏感與購買意圖關聯性之探究-計畫行為理論之擴展模型

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Title:	印尼Z世代對日本快時尚品牌之品牌形象、原產國效應、價格敏感與購買意圖關聯性之探究-計畫行為理論之擴展模型 To Investigate the Relationships among Brand Image, Country of Origin Effect, Price Sensitivity, and Purchase Intention towards Japanese Fast Fashion Brand Products in Indonesian Gen-Z: Extended Framework of the Theory of Planned Behavior
Authors:	李國維 HADIKUSUMA, WILBERTUS
Contributors:	全球商務碩士學位學程碩士班
Keywords:	TPB
Date:	2023
Issue Date:	2023-07-06 11:15:43 (UTC+8)
Abstract:	For the past fifteen years, fast fashion was the single industry to develop rapidly, especially Japanese fast fashion brands are expanding dramatically in the Indonesian market. There is a great potential for these Japanese brands to penetrate in and extend the existing market share among Indonesian Gen-Z market. Gen-Z accounts for 27.94% of Indonesia’s total 270.2 million population, according to the 2020 national population census. In other words, there are 74.93 million people waiting for the fast fashion industry to develop in Indonesia. Traditionally, Indonesians has regarded that those brands introduced from developed countries are supreme than those from developing countries in terms of quality and design. Consequently, Country-of-Origin (COO) effect is strong for Indonesian consumers. Additionally, the effect of globalization has enabled them to easily receive information about new products and perceived Brand Image (BI) of international brands that are available in the distribution channels. Therefore, Country-of-Origin (COO) and Brand Image (BI) about Japanese Fast Fashion Brand were purposely selected as the two new variables added in the Theory of Planned Behavior (TPB) model. Furthermore, Indonesia has been classified as one of the lower-middle income countries and Price Sensitivity (PS) has to be considered as an important factor to influence Indonesian Gen-Z consumers at their pre-purchase stage. Consequently, Price Sensitivity (PS) is the third new variable added in this research framework to extend the TPB model. Therefore, this study aims to extend a conceptual research framework of the Theory of Planned Behavior (TPB) with three new variables including Brand Image(BI), Country-of-Origin (COO), and Price Sensitivity (PS). In conclusions, the 11 hypotheses developed based on the literature review are all supported by the 251 valid data collected via social media among Indonesian Gen-Z groups. In other words, the TPB model with the three new variables mentioned above are successfully extended. Practically, these results are beneficial to understand the effect of Brand Image, COO, and Price Sensitivity towards purchase intention among Indonesian Gen-Z consumers and may greatly assist Fast Fashion Brand in designing and developing marketing strategy towards the Indonesian Gen-Z consumers.
Appears in Collections:	[English Program of Global Business] Thesis

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