以適度美學探討女性消費者對不同服飾風格的偏好

現今生活中，隨處可見各式各樣的服飾風格款式，各家商店都有不同的設計風格，消費者常因為自身的美感喜好選擇不同的服飾風格，不同的設計風格對消費者營造出不同的感受，在服飾設計風格中，哪一類型的設計風格給消費者的感受是適度的、鮮豔的或是簡單的，而消費者又偏好帶給他們哪種感受程度的服飾設計。本研究主要以適度美學原理探討女性消費者對不同服飾風格設計的偏好，了解消費者在服飾中喜歡的適度美學原理是哪一類，以及消費者對於服飾設計的風格偏好，較偏好哪一類，另外加以探討消費者的年齡以及接觸美術經驗者會不會影響消費者對適度美學和風格的偏好。本研究將以問卷發放的為研究方法，主要分為兩階段：首先，以紙本發放專家問卷，將3 種不同風格的圖片各12 張總共36 張，請專家對每張圖片的吸引力以及強度評分，而加以歸納出適度美學類別各4 張。再以網路發放消費者問卷，以專家問卷為基礎的問卷內容發放網路問卷，使用便利性抽樣，回收後300 份有效問卷，利用單因子變異數分析消費者對於適度美學的原理的偏好以及分析消費者對風格類別的偏好有無顯著差異，接下來再使用雙因子變異數分析年齡及接觸美術經驗是否產生不同的影響。研究結果發現，適度美學原理對消費者偏好呈現顯著差異，設計風格對消費者偏好也呈現顯著差異，以及年齡跟接觸美術經驗者有顯著的交互作用，表示不同年齡以及不同接觸美術經驗者對於適度美學原理有不同的偏好。另外發現，消費者對於3 種不同服飾風格會隨著年齡有不同偏好，與適度美學的偏好略微不同的狀態。

關鍵字

適度美學原理；台灣時尚產業；服飾設計風格；偏好

並列摘要

In today's life, a wide variety of clothing styles can be seen everywhere. Each store has a different design style. Consumers often choose different styles of clothing because of their own aesthetic preferences. Different design styles create different colors for consumers. Feeling, in the style of fashion design, which type of design style gives consumers a feeling of moderation, vividness or simplicity. Consumers also prefer the style of clothing that gives them a sense of taste. This study mainly discusses the preferences of female consumers for different styles of clothing design with moderate aesthetic principles. Understand what kind of aesthetics that consumers like in fashion, and what styles consumers prefer for fashion design, which ones are preferred, and whether consumers’ age and exposure to art experience will affect consumers’ moderation aesthetic and style preferences.This study will use the questionnaire as the research method, which is mainly divided into two stages: First, the paper will issue an expert questionnaire, and each of the three different styles of pictures will be 36 sheets in total. Ask the experts to rate each image's appeal and intensity, and sum up four of the appropriate aesthetic categories. Then, the consumer questionnaire was distributed online, and the online questionnaire was distributed based on the questionnaire of the expert questionnaire. I use the convenience sampling 300 valid questionnaires were collected, and the single factor analysis was used to analyze the consumer's preference for the principle of moderate aesthetics and analyze the consumer's style. There is a significant difference in the preferences of the categories, and then using two-factor variances to analyze whether age and exposure to art experience have different effects. The study found that moderate aesthetics shows significant differences in consumer preferences, design styles also have significant differences in consumer preferences, and ages have significant interaction with those who have access to art experience, indicating that people of different ages and different exposures to art experience are moderate.Aesthetic principles have different preferences. In addition, it has been found that consumers have different preferences for three different styles of clothing with different ages and slightly different preferences from moderate aesthetics.