生活型態區隔、知覺風險、資訊來源與品牌忠誠之關係

The Relationship among Lifestyle Segmentation, Perceived Risks, Information Sources, and Brand Loyalty

本研究旨在探討生活型態、知覺風險、資訊來源、品牌忠誠之關係並探討不同生活型態集群之消費行為。知覺風險由績效風險、財務風險、身體風險、心理風險與社會風險組成。本研究透過問卷調查收集資料。結果將消費者分為衝動消費群、理性消費群與時尚流行群；資訊來源分為個人及人際關係來源、媒體來源與品牌來源。結果發現知覺風險較高者有較重視個人及人際關係來源；理性消費群的知覺財務風險最高，社會風險最低，且品牌忠誠最高。

The present study focuses on the relationship among lifestyle segmentation, perceived risks, information sources, and brand loyalty. Perceived risks are measured by five dimensions: financial, performance, physical, social, and psychological risk. Data were collected with a survey. Consumers are divided into three groups: the impulse consumption group, the rational consumption group, and the fashion group. Information sources includes personal and interpersonal sources, media sources, and brand sources. The results indicate that persons with higher perceived risks value personal and interpersonal information. Consumers of the rational consumption group perceive the highest financial risks and the lowest social risk, and the brand loyalty of them is the highest.