A Study of Product Innovation, Brand Image, Price Impact on Perceived Value in Woman’s Underwear Market

• Main Authors: Yang Chu-Chun, 楊筑鈞
• Other Authors: Kao Yie-Fang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/80310527028779635395

碩士 === 輔仁大學 === 織品服裝學系 === 91 === Product innovation is one of the competitive strategies to create values and penetrate market ,lately . There are more and more products with innovative functionality in the market because of the advanced technologies, the well-developed techniques and the shorter product lifecycles. Therefore, manufactures should revoke and catch consumers’ passion and purchasing behavior by carrying out product innovation all the time. At the time of analyzing the factors and influence of perceived values, the research tried to take product innovation as the variable. Moreover, find out how product innovation influent their product evaluation and purchasing behavior of consumers. I wish this study could be the beneficial reference to the manufactures for their product launch, merchandising strategies and marketing practices. This research chooses the women’s inner to be the tested items. By taking 3 (function innovation, visual innovation and regular product)×2 (two varied brand images, one with upper scale and the other with entry level)×2 (two price ranges, high and low) to be the experiment designs, the main effect and interactive effects of the control variables of perceived quality, perceived risk and perceived value is collected. Furthermore, analyze how the endogenous constructs of perceived quality and perceived risk influent perceived value.