影響服飾連鎖店來客數之因素分析－以A&D板橋中山門市為例

本研究旨在探討消費者對服飾連鎖店之商店形象（包括品牌知名度、門面視覺效果、店員服務）、產品涉入（包括價格折扣、穿過滿意度、宣傳廣告、款式設計）之關係，以瞭解消費者之認知差異。本研究採問卷調查法，調查對象以A&D板橋中山門市為例的消費者，共回收有效問卷477份。研究結果發現：載產品涉入部分，價格折扣只與消費者的職業類型有所關聯，而對於年齡跟性別卻無太大影響，這樣的結果顯示：即使是價格有很大的優惠，但是品牌與款式等其他因素仍是消費者所在意的。另外因為一般的服飾連鎖經營店的商品重疊性太高，因此消費者在潛在意識下，對價格的考量，似乎比較在意些，業者是否能在市場肉搏戰中，開闢出自己的服裝設計風格，設計企劃人員能否走出自己的商品特色且又能符合市場消費目標群的喜愛，是值得研究的課題。

關鍵字

品牌知名度；問卷調查法；服飾連鎖店；服裝設計風格

並列摘要

This research aims at probing into consumer's shop image to the chain store of the clothes (Including brand awareness, shop front visual effect, shop assistant serve), the products involving in their relations ( Including price discount, satisfaction of worn, exploitation of ad., style designed) , and for the differentiation contrived of consumer in order to understanding. This research adopts the investigation method of the questionnaire, consumers taking A&D retail stores of Zhongshan of Pan-chiao city as the sampling of the research, and received 477 effective questionnaires altogether. The result of study is found: The products and involve in entering some issues, the price discount is only related to some extent with consumers' job type, it is influenced that it is not so evident of incidence with the sex and age, such a result shows: even the price has very great favors, but such other factors as the brand and style and so on are still what consumers take notice of. Because the goods overlapping of the regular styles of apparel with the chain stores are too high in addition, so consumers seem to relatively take notice of some under potential consciousness. Whether the enterprisers can originate one's own clothing design style in the market fighting, and whether designer of the enterprise planning could establish one's own goods characteristic and can meet with the liking of the focus market consumer, and it is a subject that is worth studying.