流行品牌與知名藝術家結盟開發產品之消費者接受態度與購買意圖分析

Abstract

近來越來越多的知名時尚品牌與藝術家合作，將藝術家的作品風格帶進品牌產品，共同設計新產品。時尚與藝術的成功結合可以製造行銷話題，更可以提升藝術價值與商業價值。本研究的目的在於探討消費者對於時尚品牌與藝術家合作，共同設計新產品的接受態度與購買意願。針對廣大消費者群眾作為研究母體範圍，透過問卷調查，採用LISREL作為分析工具，利用品牌結盟的模式建構出知名品牌與藝術家的結構模式。本研究實證結果如下： 1. 知名品牌欲與藝術家合作，共同推出新產品之前，聯盟雙方的形象是影響消費者接受態度的主要原因。 2. 當知名品牌欲與藝術家共同設計新產品，在合作夥伴的選擇上需特別注意藝術家的作品風格。若聯盟雙方產品適合度越高，消費者對聯盟的接受態度就越高。 3. 進行聯盟之後，品牌與藝術家的品牌權益是否會提升，受到消費者對於該聯盟產品接受態度所影響。

The purpose of this thesis is to explore the value of consumer’s acceptance and buying intention in fashion design and art collaboration and evaluate the efficiency of collaborative brand projects. And this thesis will be laid on constructing the correlative model combining the collaboration with brand and artist via the brand alliance model. Through questionnaires, this study investigates numbers of customers as the sampling-based objects, adopts brand alliances model, uses LISREL as an analytical tool. The induced conclusions are as follows： 1. Prior to the cooperation between brand and artist, the brand’s image and artist image is the primary factor to the success of the consumer’s acceptance. 2. When a brand intends to launch such artistic collaborations, the selection of art style should be treated as an important issue. The higher product fit level, the more probability that consumer accept the collaborative product. 3. After conducting the alliance, whether the brand equity and artist equity will improve or not will be mainly depend on the images before the alliances and the consumers’ attitudes toward both.