成人生活風格與情趣用品消費決策之相關研究

A Study on the Relationship among Adults' Life Style, Sex Toys and Consuming Strategy

鄭聰銘(Tsung-Ming Cheng) ； 李新民(Hsing-Ming Lee) ； 朱元祥(Yuan-Hsiang Chu)

《人文社會電子學報》 4卷2期 (2008/09) Pp. 62-86

https://doi.org/10.30134/STOSHSS.200809.0004

摘要

本研究旨在探討生活風格與情趣用品消費決策之概況、分析不同背景生活風格、情趣用品消費決策之差異，並釐清二者之間的關聯程度。研究者採用生活風格量表、情趣用品消費決策量表，對高雄地區650人進行問卷調查。統計分析發現最能預測購買「食」、「衣」、「柱」類型情趣用品之民眾為「時尚取向」，而最能預測購買「刑」、「慾」、「樂」類型情趣用品之民眾為「社交取向」。根據結構方程模式分析，一般成年人的生活風格顯著影響其情趣用品消費決策。根據研究發現，研究者對情趣用品的行銷與消費提出可行建議，並檢討本研究限制，針對未來研究可以努力方向研提可行路徑。

關鍵字

生活風格 ； 情趣用品 ； 消費決策

並列摘要

The aim of this study was to discuss the general situation of life style and consuming strategy of sex toys. Moreover, it was to analyze the differences between these two items and to distinguish their connection. The researcher employed a questionnaire of 650 people in Kaohsiung by ＂Life Style Statistical Chart,＂ and ＂Statistical Chart of Consuming Sex Toys.＂ The statistical analysis showed that the ＂fashion tending＂ people were most likely to buy the sex toy models of ＂eating＂, ＂clothing＂ and ＂pillar.＂ The ＂social tending＂ people intended to buy the ones of ＂SM＂, ＂desire＂ and ＂delight＂. According to the analysis of Structural Equation Modeling, life style of general adults significantly affected the consuming strategy of sex toys. According to the research findings, the researcher presented some suitable suggestions of marketing and consuming sex toys and also discussed the restriction of this study for future research.

並列關鍵字

Life Style ； Sex Toys ； Consuming Strategy