生活型態與流行涉入程度對購買意願影響之研究－以有機棉服裝為例

A Study of the Relationship of Lifestyle and Fashion Involvement on Purchase Intention of Organic Cotton Apparel

蔡淑梨(S. L. Tsai) ； 劉明婷(M. T. Liu)

《紡織綜合研究期刊》 25卷1期 (2015/01) Pp. 35-48

https://doi.org/10.6439/TTRJ.201501_25(1).0006

摘要

近年服裝零售商紛紛以環保為號召推出有機棉服裝，消費者雖意識到環保的重要性，但如何使消費者付諸行動購買有機棉服裝是廠商重視的課題。本研究認為探究消費者生活型態、流行涉入程度與有機棉服裝的購買意願之間的關係，便能夠清楚剖析消費者的需求，進而提供有機棉服裝廠商的市場行銷策略。本研究對象為台北地區的消費者，以便利抽樣發放問卷，共回收421份問卷，有效問卷393份，有效率93.3%。運用SPSS 17.0進行統計分析，研究結果顯示：（1）不同生活型態的族群對有機棉服裝的購買意願有顯著差異；（2）流行服裝的購買決策涉入對有機棉服裝購買意願具有顯著差異並具有正向的影響；（3）生活型態對有機棉服裝的購買意願，流行涉入程度不具干擾效果；（4）人口統計變數對有機棉服裝的購買意願無顯著差異。因此，建議廠商可針對生活型態作市場區隔，並加強產品的外觀屬性的變化，以提高消費者對有機棉服裝的購買意願。

關鍵字

生活型態 ； 流行涉入程度 ； 購買意願 ； 有機棉

並列摘要

In recent years, apparel retailers appeal consumers to pay much attention to environment-friendly clothing. However, how to attract consumers to buy organic cotton apparel becomes an important issue for manufacturers. This study investigates the relationship of organic cotton apparel under the lifestyle, fashion involvement. This research studies Taipei area consumers by random sampling .Questionnaire survey and SPSS 17.0 were used. 421 questionnaires were received and 393 questionnaires（93.3% of total sampling）are valid. Findings of the research are:(1)There are significant differences among the different lifestyle on purchase intention of organic cotton apparel.(2)The purchase decision involvement of fashion apparel has positive effect on purchase intention of organic cotton apparel.(3)Fashion involvement causes no moderation effect in the relationship of lifestyle to purchase intention of organic cotton apparel. (4)Demographic variables have no significant differences in purchase intention of organic cotton apparel. In conclusion of the study, enterprises should design effective marketing strategies for various types of customers and improve the apparel attributes of organic apparel.

並列關鍵字

Life style ； the degree of fashion involvement ； purchasing willingness ； organic cotton