在現今的社會中，消費者特別注重自身的形象，而服飾就成為大眾提升自身形象的工具，但是在選購服飾時，會有許多的條件需要納入考量，由此可見，業者要如何從 琳瑯滿目 的品牌中脫穎而出就非常的重要。本研究透過品牌知名度、品牌形象、知覺價值與購買意願探討上述對於消費者在連鎖服飾業購買服飾之影響，以曾在連鎖服飾業購買服飾的顧客為研究對象，利用網路發放問卷並採用 SPSS 作為統計分析之工具 ，而本研究 總共收回 465 份 問卷 ，其有效問卷為 433 份 。研究結果中表明，品牌知名度、品牌形象對知覺價值具有正向顯著影響；品牌知名度、品牌形象與知覺價值對購買意願具有正向顯著影響。因受人力和時間的限制，本研究沒有設定問卷發放之區域別 ，未來可針對 以有在網路販售的連鎖服飾業為例，探討透過網路消費之顧客的品牌認知以及知覺價值對購買意願之影響。 In today's society, consumers pay special attention to their own image, and clothing becomes a tool for the public to improve their image.Therefore, the merchant how to stand out from other brands is an important issue to be a concern.This study explores the above-mentioned impact on consumers' purchase of apparel in the chain apparel industry through brand awareness, brand image, perceived value ,and purchase intention. We distributed the questionnaire on the Internet and the method uses SPSS as a tool for statistical analysis. In this study, a total of 465 questionnaires were collected, of which 433 were valid. The result shows that brand awareness, brand image have a positive and significant relationship with perceived value; brand awareness, brand image, and perceived value have a positive and significant relationship with purchase intention. Due to the limitation of manpower and time, this study does not set the area of questionnaire distribution. In the future, we can take the chain clothing industry with online sales as an example to explore the influence of brand awareness and perceived value of customers who consume online on their purchase intention.
