Y世代對路邊攤服飾之消費行為與路邊攤服飾品質的探索性研究

The Exploratory Research of the Generic Brand Apparels in Taiwan

王韻(Yun Wang)

《華岡紡織期刊》 16卷1期 (2009/03) Pp. 1-10

https://doi.org/10.29984/JHGT.200903.0001

摘要

本研究主要目的在探索Y世代消費者對路邊攤服飾之消費行為，以及驗證路邊攤服飾的品質：研究方法分為2部分，首先深入訪談以了解消費者的看法，再依照國際紡織品標準檢驗路邊攤服飾，以驗證消費者之觀念，最後提出對路邊攤服飾的建議。研究發現受訪者的購後滿意度皆不高，認為路邊服飾容易起毛毬，甚至曾經購買到有線頭、釦子、配飾等物體脫落，褪色與縮水瑕疵的衣物。不過受訪者也表示，如果想要購買流行性高的服飾商品，會考量無品牌的路邊攤服飾，畢竟路邊攤價格便宜且款式新穎。有關研究員抽樣購買路邊服飾，送至檢驗中心做成衣與紡織品測試結果，發現其中3件衣物成分標籤不實：染色堅牢度、下水後縮率與抗毛毬度非常的差；然而梭、針織衣的強力皆達到基本要求；甲醛含量也達到要求低於75ppm之標準。

關鍵字

路邊攤服飾 ； Y世代 ； 消費行為 ； 成衣紡織品檢測

並列摘要

This article is using the deep interview of qualitative method to understand the Y generation consumers' view of the genetic brand's apparel in Taiwan. The interview reveals that they are not satisfied with the non-store apparel purchase, because there are many deficits in non-store apparel. After the interviewing, four pieces of clothes were bought in the non-store retail to examine the apparel quality in color, shrinkage, and strength. The results found the fiber contents were different from the labels in three apparels, the color fastness didn't meet the requirement in all the testing apparels, and the pilling test in knitwear is poor. However, all apparels did pass the strength-testing requirement.

並列關鍵字

genetic brand apparel ； Y generation ； consumer behavior ； textiles and apparel testing