The Study of the Relationship Among Consumer Perceived Value, Body Image and Purchase Intention – Based on the Big-Size Female Clothes Buyers

• Main Authors: I-Meng Tsai, 蔡伊夢
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/a3a2sz

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === In today''s era, most clothing purchases and demand is not simply to satisfy the necessities of life, but the pursuit of fashion, or create a personal style value-added. Large size women with the average size of women as also the pursuit of fashion trends and outfit right. But compared to the consumption environment and multi-selective clothing style, price, quality foreign large size clothing, even in recent years, well-known foreign apparel clothing brands have also entered Taiwan, but Taiwan''s domestic large size women''s selectivity is still relatively narrow, and can not meet the domestic large size female consumers. Therefore, this study will be the starting large size women''s consumer point of view, the purpose is to understand the factors that influence the decision-making and willingness to buy large size women clothing and to understand the perceived value of their clothing, their body image and why the relationship between purchase intention , to study the motivation and purpose of this research. This study is divided into two parts: one to perceived value, body image, purchase decision and purchase intentions as the main theoretical framework to explore the large size women''s clothing at the time of the purchase consideration and decision factors. Second, select 8 BMI values over 24 normal standard large size women, with a focus interviews to record large size considerations and decision factors when women buy clothing and the difficulties encountered in point, aggregate data and ATLAS. ti analysis in order to strengthen the validity of research results. The result is that demand for large size women clothing still gaps, and the supply-side and network-side entities both consumer spending and cognitive side differ respectively, after the meta-analysis, management implications raised large size women''s apparel industry expectations, but also for large size women''s businesses operating reference recommendations. Taiwan''s large size women look forward to the future consumer market, large size women can make it easier to find suitable clothes to beautify the body curve, to show the beauty and charm of self-confidence, but also to enjoy a more pleasant and the pursuit of fashion apparel consumption process.