美感生活型態、人格特質與婚禮商品風格偏好之影響

The Effect of Lifestyle and Personality Traits on The Preference of Wedding Merchandise

黃鈺惠(Yu-Hui Huang)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300917

摘要

目前台灣婚紗產業規模龐大，且日益競爭，尤其特定婚紗商圈中的廠商，須在有限時間內瞭解顧客需求，盡力給予最符合顧客所期待的個人化風格的婚禮商品推薦。本研究希望透過美感生活型態與人格特質做為瞭解顧客個人特性的基準，以婚紗攝影、白紗禮服、喜餅及婚宴場地為婚禮商品代表，歸納出相對應的個人特性，期望本研究結果能提供婚禮產業廠商及相關業者為一項策略上的參考。

因素分析及集群分析後，美感生活型態和人格特質各分為四群；美感生活型態分為「雅痞族」、「美感專家」、「藝術家」及「奢華炫耀族」；人格特質則分為「率真樂活族」、「自卑神經質」、「心胸開放族」及「自我中心族」。婚禮商品風格分類方面，婚紗攝影風格分為「典雅風」、「繽紛風」、「藝術風」及「奢華風」；白紗禮服風格分為「極簡風」、「浪漫風」、「華麗風」及「典雅風」；喜餅分為「中式」、「西式」、「中西式」及「日式」；婚宴場地分為「中式喜宴餐廳」、「辦桌」、「戶外西式自助餐」、「大飯店」及「戶外游泳池畔」。

研究結果顯示，第一，婚禮商品風格偏好程度上，婚禮攝影以繽紛風為最高，白紗禮服以華麗風為最高，喜餅為西式喜餅最高，婚宴場地則以戶外游泳池畔偏好程度最高。第二，不同性別、婚姻狀態、戶籍地及教育程度對婚紗攝影、白紗禮服、喜餅及婚宴場地的風格偏好上皆有顯著的差異；不同美感生活型態族群在白紗禮服、喜餅及婚宴場地的風格偏好上有顯著的差異；不同人格特質族群在喜餅及婚宴場地的風格偏好上有顯著的差異。第三，除了婚宴場地中的中式喜宴餐廳、辦桌外，各項婚禮商品風格類別皆有其目標市場區隔特徵，以供該風格為強項的業者做行銷策略擬定上的參考。

關鍵字

人格特質 ； 美感生活型態 ； 婚禮商品

並列摘要

The wedding industry is large and growing competitive in Taiwan, especially the wedding vendors in a particular district, for them, time is limited to understand customer needs and try to give the recommendation to match customer personal style. This study applied aesthetic lifestyle and personality traits to understand customers' personal characteristics, and summarized the personal characteristics of the corresponding product preferences for wedding merchandise, which are wedding photo, wedding gown, bride cake and wedding venue, to provide strategy reference to the manufacturers of the wedding industry and related industries.

After factor analysis and cluster analysis, samples can be divided into four groups by aesthetic lifestyle, which are “yuppie”, “beauty expert”, “artists” and “swank”; and also can be divided into four groups by personality traits, which are“LOHAS”, “self-esteem neuroticism”, “open-minded” and “self-centered”. When it comes to wedding merchandise styles, wedding photo can be divided into four styles, which are “classic”, “fun”, “art” and “luxurious”; wedding gown can be divided into four styles, which are “minimalism”, “romantic”, “gorgeous” and “classic”; bride cake can be divided into four styles, which are “Chinese style”, “Western style”, “both Chinese and Western style” and “Japanese style”; wedding venue can be divided into five styles, which are “Chinese restaurant”, “field-catered wedding banquet”, “outdoor buffet”, “hotel” and “poolside”.

The results show that, first, preferences preference toward the wedding merchandise styles, samples have the highest preference toward the wedding photo of “fun” style, the highest preference toward the wedding gown of “gorgeous” style, the highest preference toward the bride cake of “Western style”, and the highest preference toward the wedding venue of “poolside” style. Second, gender, marital status, residential area and education had significant impact on the preferences of wedding photo, wedding gown, bride cake and wedding venue; aesthetic lifestyle groups had significant impact on the preferences of wedding gown, bride cake and wedding venue; personality traits groups had significant impact on the preferences of bride cake and wedding venue; Third, in addition to Chinese restaurant and field-catered wedding banquet, target markets of other wedding merchandise have their own special characteristics, which addressed in the study to provide the marketing strategy to related companies.

並列關鍵字

personality traits ； aesthetic lifestyle ； wedding merchandise

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