論文摘要
Aaker (1997) 指出影響品牌建立的因素來自於價格競爭、競爭者的加入、媒體、品牌策略、眾多品牌之間彼此的關係、創新能力、長短期目標衝突時的取捨、企業的其他投資等等。這些諸多的影響因素，加上彼此相互影響，更加深品牌建立的複雜度。因此，銷售者必須仔細觀察外在環境的變動，檢討自己的能力，留意消費者之消費習性及品牌偏好的改變，才能確實因應選擇品牌策略所面對的問題。
由於消費者對於童裝品牌之選擇往往受到複雜的心理因素影響，故本研究擬從消費者價格知覺（價格知覺、價值知覺、價格—品質知覺）、購買因素（品牌忠誠度、衝動性、精明購買者自我知覺）及交易傾向（價格促銷、非價格促銷、內部參考價格依據）等三個構面去探討構面之間的關係及分析對消費者品牌偏好之影響，並探討人口統計特性是否影響消費者的消費習性和品牌偏好之關係。
又由於在通路經營策略上，除了傳統市場、路邊攤及夜市較低層次的童裝批發之外，隨著百貨專櫃、直營門市店、加盟門市店及量販店等不同型態的通路一一出現，使得銷售通路的行銷體系日趨複雜。故本研究亦擬比較不同的通路型態的消費者之品牌偏好有無顯著差異。
經由消費者的問卷調查，本研究結果發現：
1.消費者的價格知覺與交易傾向間有顯著的正相關。
2.消費者價格知覺與購買因素間有顯著的正相關。
3.消費者交易傾向與購買因素間有顯著的正相關。
4.消費者價格知覺對消費者購買不同品牌之偏好沒有顯著的影響。
5.消費者的購買因素對消費者購買不同品牌之偏好有影響，部份成立。
6.消費者交易傾向對消費者購買不同品牌之偏好有影響，部份成立。
7.人口統計變數對不同的通路型態和不同的品牌偏好有顯著的影響。
另外本研究之研究結果，可利用在學術的理論發展和市場的實務，並提供企業界品牌策略選擇時的參考：
(一)訂定合理的產品價格及高品質的產品
(二)建立品牌的知名度及消費者的品牌忠誠度
(三)利用價格彈性的變化創造品牌的銷售
(四)建立完整的銷售通路及透過市場的區隔找出顧客群

關鍵字:品牌偏好,價格認知,購買認知,交易傾向,通路選擇

Abstract
Brand building are affected by many factors, such as price competition, entry of competitors, media and brand strategy, capability of innovation, conflict between short-term and long-term objectives and so on. Because of the great complexity of brand building, firms must monitor the external environment, check their own capabilities, and pay attention to the changes of consumers’ preferences, and then firms can choose the right brand strategy.
On the consumer side, the brands they choose and the different places they want to shop at are influenced by complicated psychological factors. In this study, we aim to explore the relationships between three consumers’ psychological dimensions (price perception, purchase constructs and deal-proneness perception) and their brand preferences. Besides, we also try to explore the impacts of consumers’ demographical characteristics and different types of channels on brand preferences.
The main results of this research are as follows:
1.The measure is positively related to consumer price perception and deal
proneness.
2.The measure is positively related to consumer price perception and purchase constructs.
3.The measure is positively related to deal proneness and purchase constructs.
4.The consumer price perception does not have significant effect on consumers purchase of different brands preference.
5.The consumer purchase constructs have partly significant effect on consumers purchase of different brands preference.
6.The consumer deal proneness has partly significant effect on consumer’s purchase of different brands preference.
Besides, the result of this research could be useful for the theoretical development and the marketing practice. And several useful suggestions for firm to implement the brand strategy effectively are proposed.
1.Setting order reasonable price and high quality products
2.Establishing brand awareness and brand loyalty of consumers
3.Using price elasticity to create sales quantity.
4.Establishing complete selling channel and to use market segmentation to find out consumer.
Key Words:brand preference,price prception,purchase perception,deal proneness,channel selection

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