網購時代下消費者服裝美感素養之研究

Research on Consumer Clothing Aesthetic Literacy in Online Shopping Era

劉立行(Li-Hsing Liu) ； 彭品瑜(Piin-Yu Pong)

《聯大學報》 19卷2期 (2022/12) Pp. 1-31

摘要

網購平台已成為消費者瀏覽、購買商品的管道。其中，服裝為網購市場之主流銷售類別。同時，服裝在生活中能代表個人的美感、品味、價值觀。因此，網購時代下消費者之服裝美感素養甚為重要。本研究欲探討網購時代下之消費者服裝美感素養，及分析不同年齡、性別、網購服裝平台之使用時長與消費者服裝美感素養之關聯。因此，本研究針對台灣地區之網購消費者，採用問卷調查法並進行相關統計分析。研究結果顯示網購時代下之消費者服裝美感素養平均分數為3.17分。同時，不同年齡、性別及網購服裝平台之使用時長皆會影響消費者之服裝美感素養。最後，服裝美感素養應為大眾終身學習之課題，並應從政策推廣、行銷業者、生活及學校教育多方面做起。

關鍵字

網購時代 ； 網購服裝 ； 服裝美感 ； 美感素養

並列摘要

Online shopping platforms have become channels for consumers to browse and purchase products. Among them, clothing is the mainstream sales category in the online shopping market. Clothing has a pivotal position in human life and can represent personal beauty, taste, and values. Therefore, in the era of online shopping, consumer clothing aesthetic is very important. This research intends to explore consumer clothing aesthetic literacy in the era of online shopping, and analyze relationship between age, gender, length of using online clothing platforms and consumer clothing aesthetic literacy. Therefore, this research aimed at consumers in Taiwan, using questionnaire surveys, and analyzed results. The results of the research show that consumers in the age of online shopping have an average score of consumer clothing aesthetic literacy in the era of online shopping is 3.17 points. At the same time, different ages, genders, and length of using online clothing shopping platforms will affect consumer clothing aesthetic. Finally, clothing aesthetic literacy should be the subject of lifelong learning for public, and it should start with policy promotion, marketer, and school education.

並列關鍵字

online shopping era ； online clothing shopping ； clothing aesthetic ； esthetic literacy

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