Analysis of Consumer Behavior for the Impact of Brand and Origin Country Image on Fashion Consumable Watches
|關鍵字:||時尚消費性手錶;消費者行為;品牌形象;來源國形象;Fashion consumable watch;Consumer behavior;Brand image;Origin country image|
Due to the advance in technology and the improvement of economy, the consumers diversify significantly in pursuit of preferences. In addition to contract manufacturing, authorized distributor in the increasingly competitive environment, with shorter product life cycle, most manufacturers in the watch industry actively develop their own brands, focus on fashion, young, middle parity, and tasteful style of watches, which have become an important large share of the market. Nowadays, the watch market emphasizes not only on brand but also on technology. Besides the basic function of watches, the diversity increases the added value of watches; also the brand image ensures the watch’s reliability and guarantee. How to grasp the needs and preferences of customers more accurately, and enhance the charm of brand will be the key point to success. This thesis analyzes the consumer behavior for the impact of brand and origin country image on fashion consumable watches, and finds that the brand and the origin country image does really affect consumer behavior. Hsinchu college students are the survey object, and 460 valid questionnaires are collected and conducted for the statistical analysis. By using fashion watch product attributes, purchase motivations, purchase information sources, and consumption reality variables, the consumer behavior analysis is conducted to find a solution for the consumption strategy. The results show that the demographic variables for consumers of fashion consumable watches have significant difference in purchase motivation, information sources, product attributes, consumer type, brand image, country of origin. The images of brand and origin country on consumer awareness have significant relationship. Finally, based on the above analysis, the suggestion can be for the industry’s information with regard to the market segmentation and positioning of different consumer groups.