Explore brand awareness , product features, brand identity, perceived value relations and purchase intention model---Case of H&M

• Main Authors: Liu, Ting-Yu, 劉庭妤
• Other Authors: Wang, Yu-Mei
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/61549036818165346405

碩士 === 亞洲大學 === 經營管理學系 === 104 === Abstract Recently multiple international fast fashion stores expanded in Taiwan , it brings newly different challenges to existing local fashion industry. This paper is going to, take H&M as an example, to explore brand awareness , product features, brand identity, perceived value relations and purchase intention model. In this study, web questionnaires introduced to collect sample surveys : a total of 300 valid questionnaires were collected in order to verify the hypothesis of this study as SPSS analysis showed that : ( 1 ) brand awareness is significantly positively correlated with perceived value ; ( 2 ) product characteristics are significantly positively correlated with the perceived value ; ( 3 ) brand identity is significantly positively correlated with the perceived value ; ( 4 ) the perceived value is significantly positively correlated with purchase intention.