女性太阳眼镜造型意象与品牌价值之探讨

On the Image and Brand Value of Female Sunglasses Styling

以女性太阳眼镜为研究对象,探讨其风格意象,了解品牌对于购买意愿的影响。女性太阳眼镜款式繁多,以网络搜寻量居前3位在2010-2011年间的品牌产品各5件为研究样本。实验分两阶段以网络问卷进行,第一阶段针对15支女性太阳眼镜,消徐品牌标志后,进行风格意象、偏好、购买意愿和吸引力等的问答;第二阶段则增加品牌标示与说明,仅针对购买意愿与吸引力进行测试。研究显示,品牌对于购买意愿确实有着显著影响,但与产品的吸引力无关。

This paper takes female sunglasses as the research object and mainly aims at exploring its style and image as well as the influence of brand on the purchasing will.Due to too many types of femal sunglasses,it mainly selects 5 of the top 3 brands during 2010-2011 from the internet as its samples.Moreover,the author conducts an experiment in the form of an online questionnaire by two steps.The first step takes 15 female sunglasses to test the style,image,preference,purchasing will and attractiveness without the brand logo on each pair of sunglasses.The second step is to test the purchasing will and attractiveness with the brand logo and instructions.The results show that brand gives notable influence on purchasing will,but it has nothing to do with attractiveness.