自我概念、身體意象與服飾購買意願關係之研究－以時尚選品店為例

The Effect of Self-Concept and Body Image on Clothing Purchase Intention - Take Fashion Select Shop as an Example

10.53106/181345482024031801001

王宣雅(Hsuan-Ya Wang)；葉立誠(Le-Chang Yeh)

自我概念 ； 身體意象 ； 購買意願 ； 選品店 ； 價格敏感度 ； self-concept ； body image ； purchase intention ； select shop ； price sensitive

多國籍企業管理評論

18卷1期（2024 / 03 / 01）

1 - 18

繁體中文;英文

本研究欲從自我概念與身體意象切入探索人們對自我認知與其服裝消費行為之間的關聯，並專注價格敏感度的干擾效果。本研究以問卷調查為研究方法，受測對象為購買過選品店商品的22至39歲的457名台灣女性消費者。問卷內容包含自我概念量表、身體意象量表、購買意願量表、價格敏感度量表。以敘述性統計分析、信度分析與階層迴歸分析對問卷調查結果進行統計檢定。研究分析結果顯示自我概念和身體意象皆與選品店服飾的購買意願呈正向關係。也就是說消費者的自我概念和身體意象能夠影響其對於選品店服飾的購買意願；且其自我概念和身體意象愈正向，購買意願愈強。然研究者假設消費者的價格敏感度對於自我概念與購買意願間之關係具有負向干擾之效果，但結果為不成立。最後，本研究也根據研究結果提出相關建議給服飾選品店業者參考。

This study aims to explore the association between self-concept, body image, and individuals' clothing consumption behavior, with a specific focus on the moderating effect of price sensitivity. The research employs a survey method, with 457 Taiwanese female consumers aged 22 to 39 who have purchased items from select shop as participants. The questionnaire includes self-concept, body image, purchase intention, and price sensitivity. Descriptive statistical analysis, reliability analysis, and hierarchical regression analysis were conducted to statistically examine the survey results. The findings of the study indicate a positive relationship between self-concept, body image, and the purchase intention of clothing from select shop. Consumers' self-concept and body image can influence their willingness to purchase clothing from specialty stores, and a more positive self-concept and body image are associated with a stronger purchase intention. This study hypothesized that price sensitivity has a moderating effect on the relationship between body image and purchase intention, however, it turns out that the interference effect is not significant. Finally, based on the research results, the study provides relevant recommendations for select shop.