服飾產品類型、社群資訊分享行為與個人認知需求之研究

The Study of Apparel Product Type, Community Information Sharing Behavior and Personnel Cognitive Needs

高欣(H. Kao) ； 巫奕君(Y.C. Wu) ； 吳崇仁(C.J. Wu)

《紡織綜合研究期刊》 29卷2期 (2019/04) Pp. 25-40

https://doi.org/10.6439/TTRJ.201904_29(2).0003

摘要

網路科技快速發展，各品牌設定多樣的行銷方式與計劃來吸引消費者的目光，但是卻未從服飾產品角度思考何種類型服飾產品能讓顧客減少思考流程盡快做決定或是主動與他人分享產品資訊。因而本研究以服飾產品為例，採用問卷調查法研究不同產品類型對社群資訊分享行為的影響以及產品類型對認知需求是否具有影響力，採用單因子變異數分析來檢測假設結果。從回收的260份問卷分析結果顯示出：1.象徵型和享樂型服飾產品的社群資訊分享行為顯著大於功能型服飾產品的社群資訊分享行為。2.功能型和享樂型服飾產品的認知需求會高於象徵型服飾產品的認知需求。

關鍵字

產品類型 ； 認知需求 ； 社群資訊分享行為

並列摘要

The rapid development of Internet technology, various brands set a variety of marketing methods and plans to attract consumers' attention, but they did not think about what kind of types of apparel products would affect customers' thinking process to make decisions quicker or actively share the information with others. Therefore, the study takes apparel products as an example. The questionnaire survey method is used to investigate the influence of different product types on community information sharing behavior and on personnel cognitive needs. AVOVA analysis is used to test hypothesis results. 260 questionnaires were collected, the results show that: 1. The community information sharing behavior of symbolic and hedonic apparel products are significantly greater than functional apparel products. 2. The cognitive needs of functional and hedonic apparel products will be higher than the cognitive needs of symbolic apparel products.

並列關鍵字

Product type ； cognitive needs ； community information sharing behavior