產品屬性、品牌知名度與產品知識程度對消費者之影響－以復刻球鞋Air Jordan系列為例

The Effect of Product Attributes, Brand Awareness and Product Knowledge on Consumers - A Case of Air Jordan Retro Shoes

10.6495/CIMBM.201806.0001

陳昱豪(Yu-Hao Chen)；林陽助(Yang-Chu Lin)

復刻 ； 產品屬性 ； 品牌知名度 ； 產品知識程度 ； 購買意願 ； 知覺價值 ； Retro ； Product Attributes ； Brand Awareness ； Product Knowledge ； Purchase Intention ； Perceived Value

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

2 - 17

繁體中文

近年來，許多企業開始推出以「復刻」為風格的產品。本研究以喬丹Air Jordan復刻球鞋為例，採用問卷調查法研究產品屬性、品牌知名度對消費者購買意願與知覺價值的影響，以及消費者的產品知識程度是否在產品屬性、品牌知名度在購買意願與知覺價值的影響是否有干擾效果。本研究結果發現：1.產品屬性中表現效用屬性比工具效用屬性能讓消費者產生較高的購買意願與知覺價值2.品牌知名度對消費者購買意願與知覺價值有正向顯著影響3.產品知識程度在產品屬性對消費者購買意願與知覺價值上不具有干擾效果4.產品知識程度在品牌知名度對消費者購買意願與知覺價值上不具有干擾效果。

In recent years, many companies have started to launch some products that are ＂retro＂ style. This study introduces Air Jordan Retro Shoes as the experimental case and uses questionnaire survey to examine whether the product attributes and the brand awareness have an influence on consumers. Besides, we consider the product knowledge as a moderator to examine whether the product knowledge has a moderating effect between the two independent variables and consumers. The results of this study are as following: 1. In product attributes, expressive performance can make consumers have higher purchase intention and perceived value than instrumental performance. 2. Brand awareness has a positive relation to the purchase intention and perceived value significantly. 3. Product knowledge has no moderating effect between the two independent variables (product attributes and brand awareness) and consumers.