| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === Economic development improves our life quality and enhances the level of life demand including food, clothing and others. However, the economic recession recently has reduced budget of consumer expenses but it doesn''t affect the existing standards of life demand. Inasmuch as lower income and fastidiousness of consumers, they still expect their outfits can look luxurious but with affordable prices. According to such growing demands of consumers, marketesr creative the concept of masstige, high fashion looks with reasonable prices. More fashion brands have developed to satisfy the market-directed demands of those people who love trendy fashion products. The former case study of ZARA mostly is focused on operational efficiency for the enterprise and has less discussion about the influence of external environment on the purchase intention.
The present study investigates the interacting influence of perceived price, brand image and store image on the purchase intention. Moreover, this study also discusses the perceived value as a mediator. This research uses random questionnaires to collect data from those who know or have purchased ZARA’s products. 278 samples are collected through the designed questionnaires, and then are applied to test the hypotheses by regression analysis
The results indicate that perceived price, brand image, and store image positively affect the perceived value and then perceived value also positively affects the purchase intention. In addition, there is a mediation effect of the perceived value on the relationship among the perceived price, brand image, store image and the purchase intention.
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