服飾產品之消費者行為分析

服飾市場因全球化趨勢與趨同理論趨勢，高度地充滿同質性商品，再加上網路的興盛，消費者選擇網購行為之比例逐年攀升，以臺灣為例，當消費者購買服飾產品時，可依市面上多樣同質性但分屬不同品牌的產品進行區別選擇，其購買意願亦構建出消費者各自之消費行為模式，所以在一個高度同質且常態性虛實整合的服飾市場中，消費者的決策購買會受何種因素影響，因此，本研究欲對消費者決策購買服飾行為之過程進行探討。本研究重點，分別針對消費者特性、通路特性、產品特性、購買動機、購買意願、消費者之個人背景與購買習性，探討七者間的關係影響程度，以對消費者的消費習性與消費行為進行分析，並透過分析結果建構出消費者的消費行為模式。研究結果得知： 1.消費者特性對通路特性選擇有正向顯著性影響。 2.消費者特性對產品特性選擇有正向顯著性的影響。 3.通路特性對購買動機有正向顯著性影響。 4.產品特性對購買動機有正向顯著性影響。 5.購買動機對購買意願有正向顯著性影響。與此同時，依據實證結果可總結出，在消費者決策購買的過程中具有共同性影響之因素，分別為購物方式、產品知覺、交運成本、產品特性、購買動機。

關鍵字

消費者行為；消費者購買決策；通路選擇；通路特性；產品特性；消費者特性

並列摘要

Apparel Marketing is full of highly homogeneous products because of the trend of Globalization and Convergence theories. The proportion of consumers choosing online shopping is increasing year by year owing to the flourishing Internet. Fox example, when consumers buy the apparel products, they can choose among the homogeneous products which belong to the different brand in the Taiwan market. The patterns of consumer behavior are constructed according to the purchase intention of consumers. Hence, which factors would affect consumers’ decision on the highly homogeneous and normality vertical integration access of apparel market? Therefore, the thesis is trying to analyze the behavior process of consumer decision. The conceptual framework is analyzed the impact of the consumer to “Consumer Characteristics”, “Channel Characteristics”, “Product Characteristics”, “Purchase Motivation”, “Purchase Intention”, “Consumer Habit” and “Consumer Behavior”. Then, the thesis is constructed the patterns of consumer behavior through the analysis of result. On the basis of research results, the following five conclusions are obtained: 1.The consumer characteristics have a significant impact on the choice of channel characteristics. 2.The consumer characteristics have a significant impact on the choice of product characteristics. 3.The channel characteristics have a significant impact on the purchase motivation. 4.The product characteristics have a significant impact on the purchase motivation. 5.The purchase motivation has a significant impact on the purchase intention. At the same time, the common factors would influence the process of consumer decision based on research results. There are “shopping manner”, “Product Perceived”, “Delivery Cost”, “Product Characteristics” and “Purchase Motivation”.