消費者對春夏材質布料的選擇動機

Factors Influencing Consumers' Purchase Motives of Fabrics

謝建騰(Chien-Teng Hsieh) ； 王惟璽(W. H. Wang)

《華岡紡織期刊》 24卷6期 (2017/08) Pp. 383-391

摘要

本研究的目的是為了探討春季和夏季布料材質和消費者的選擇動機之間的關係，涉及現行市場材質的應用和行銷理論，並發放問卷給500個消費者，通過操作統計軟件將調查中的所有信息轉換為有價值的數據，並分析得到的每個結果，研究將討論成衣市場是否存在所謂材質的行銷空隙，什麼樣的因素最可能影響消費者選材質，結果表示，包括生活方式、布料的特性、價格、名人的推薦、廣告和消費者的滿意度水平因素都會影響消費者選擇特定材質布料的動機。

關鍵字

布料材質 ； 動機 ； 消費者

並列摘要

The purpose of this study is to identify the relationship between motives aspect and consumers' purchase behavior of fabrics in spring and summer. The first phase involves marketing theories and information of fabrics. We had surveyed 500 consumers and collected their responses from September to November, 2016. To address this, we transformed all the information from the surveys to valuable data by operating statistic software and analyzed every part of results we had gotten. The research will provide valuable information regarding the ＂gap＂ of ready-to-wear market. This information will likely impact the fashion industry. The results imply that several factors influence their motives of choosing specific fabrics, such as lifestyle, fabrics' traits, prices, celebrities' recommendation, advertisements and level of consumers' satisfaction change purchasers' decisions.

並列關鍵字

Fabrics ； Behavior ； Consumer