摘要
女性对内衣的诉求,以前只在乎产品的品牌价格、来源或保证,但现在的女性开始重视产品设计与功能,甚至可以将内衣当作外衣来穿,现在女性对内衣的诉求会对内外部线索均考虑。女性内衣原是以功能为出发点,而今,在电视广告或是相关女性内衣的报导中,女性内衣功能的考虑已成为基本条件。该研究将以女性内衣为例,探讨女性消费者持续购买内衣品牌的考虑因素,并从内外部线索加以分析。研究中使用了SPSS与AMOS软件来验证研究理论模型,实证结果显示内部线索(款式)→态度忠诚度、外部线索(产品形象、服务)→态度忠诚度、外部线索(产品形象、服务)→行为忠诚度这五条路径都成立;其它路径都不成立。最后,根据研究发现提出实证结果与建议。
This study sets out to examine the effects of intrinsic and extrinsic product cues on brand loyalty.It is found that when young women form opinion about the quality of underwear,they will use both the intrinsic and extrinsic cues.Taking young women's appeal for underwear as an example,the paper discusses factors accounting for sustaining purchase.SPSS and AMOS software are used to verify the theoretical model in this study.The empirical results acknowledge five paths: intrinsic cues(style) →attitude of loyalty,extrinsic cues(product image,service) → attitude of loyalty,extrinsic cues(product image,service) → behavior loyalty,while ruling out other paths.Finally,recommendations and findings are put forward based on empirical results.
出处
《武汉职业技术学院学报》
2012年第1期16-24,共9页
Journal of Wuhan Polytechnic
