消費者生活型態、購買決策與市場區隔之研究－以大台南都會區女性內衣消費者為例

A Stady on the Cosumer Relationship Among the Lifestyle, Buying Decision and Market Segmentation-Taking Tainan's Lingerie Consumers as an Example

楊淑惠(SHU-HUI YANG)

指導教授 ： 謝介仁

共同指導教授 ： 何嘉惠

長榮大學/管理學院/經營管理研究所(博)/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00017

摘要

女性內衣市場漸趨飽和，每年約有250億元台幣的市場規模，同業之間競爭激烈，如今邁入消費者導向的時代，確保市場佔有率成為當前的要務，而影響消費者進行購買決策的因素繁多，包括生活型態、消費者重視的產品屬性、相關資訊取得來源等等，皆足以左右消費者購買決策。
本研究以E-K-B 消費者行為模式作為研究架構，以AIO 生活型態變數作為市場區隔基礎，以人口統計變數描述各區隔的特性，進而瞭解各區隔群體下的消費者在購買決策過程上是否有顯著差異。研究對象為大台南都會區女性內衣消費者，資料蒐集方面，以問卷形式進行，回收有效問卷414份。資料分析利用因素分析對生活型態變數進行資料縮減，再以集群分析法進行市場區隔，之後以多變量分析與卡方檢定等方法檢定各項研究假設。
所得之結果發現：女性內衣消費者可透過生活型態變數進行有效的市場區隔，共分為「理性時尚生活」、「隨性自在生活」、「平淡中庸生活」三個消費集群，各集群在可支配所得、資訊來源、產品屬性上有顯著差異。最後根據研究結論，對這三個目標市場提出建議。

關鍵字

生活型態 ； 消費者行為 ； 市場區隔

並列摘要

At present the domestic feminine underwear market opportunity tended to maturely, approximately has 250 hundred million NT dollars every year the market scales.
The conceptual of framework is based on E-K-B consumer behavior model. The research sees attributes of lingerie and consumer emographics as input variables. Market segmentation is based on life styles of users.
Consumer behavior is described in several variables that affect the buying patters. The scope of questionnaire subjects includes owners and potential buyers. The questionnaires are collected from female having purchasing ability in tainan area. Factor analysis is employed for dimension reduction, The valid questionnaire volum is 414, then cluster analysis is applied for classification, and some statistical method, such as MANOVA, ANOVA, chi-squares are used to test the research hypothesis.
The results show: lingerie consumers can be successfully segmented by lifestyle variable, such as “Ratzonality Fashion Buyer”, “Casual Buyer”, and “Prosaic Buyer”. The research further shows there existing significant difference between market segmentation in the following variables: income, information seeking and product attribute by chance exist significant difference.

並列關鍵字

Life Style ； Cunsumer Behavir ； Market Segmentation

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