以產品之消費價值階層探討女性購物空間意象之研究

A Study of the Female Shopping Space Images by the Consumption Value Hierarchy of Product

王麗娟

指導教授 ： 楊紹裘

國立臺灣師範大學/科技學院/工業教育學系/碩士(2002年)

摘要

本研究旨在探討女性消費者對女性購物空間構成要素中之「無形設計要素」空間感受評價差異，並以兩消費價值階層不同之女性服飾購物空間作為對比比較，以了解女性消費者對實際消費空間之意象感受及其希望之感受差異。
為達上述研究目的，本研究首先透過文獻分析，了解購物空間意象之理論基礎，並將女性購物空間構成要素整理分類，取其設計要素中之無形設計要素，作為研究之問題。其次，將研究以問卷及訪談方式分為三階段進行。分別以消費價值階層定位分析、次數分配、百分比、卡方考驗、獨立性考驗及單因子變異數分析等統計方式進行分析。
本研究主要結論如下：
一、商品的消費價值階層不同會吸引不同個人背景及特質的女性消費
者進入其購物空間中。
二、女性消費者對女性購物空間之設計要素的「無形設計要素」會因個人背景及特質，而對不同消費價值階層之女性購物空間有不同程度的感受及要求。
三、消費價值階層不同之商品其造就之空間意象，帶給女性消費者的空間感受亦不同。
四、女性消費者對「無形設計要素」之要求，無論商品之消費價值階
層定位為何，女性消費者對其購物空間的要求，都希望空間感受
是乾淨的。
最後，本研究根據研究結論，提出對未來設計女性購物空間之參考及後續研究等建議。以提供商業空間相關設計人員，設計女性購物空間時之參考，亦可作為經營者對女性消費者對服飾消費空間意象感受程度的指標。

關鍵字

產品 ； 價值 ； 階層定位 ； 消費價值階層 ； 空間意象

並列摘要

The purpose of this research is to explore the comments and feelings of female shoppers toward “formless design factors” of female shopping space. The research also compares the difference of female apparel shopping spaces through 2 venues of different consumption value levels in order to understand female shoppers’ differences of expectations toward actual images in different shopping spaces.
To achieve the experiement purposes, this research first performed document analysis to understand the theory basis of space image. Then factors that consist female shopping space concepts are organized in order to draw out the formless design factors as research focuses. Next the research is conducted through 3 stages including questionnaire and interviews, and the data is analyzed through consumption value level positioning, frequency distribution, percentage, Chi square test, test of independence, and one0way ANOVA.
The research findings include the following
1.The differences in merchandise consumption values level would attract female shoppers of different background and traits to enter the shopping space.
2.Female shoppers would have different feelings and expectations toward formless design factors in different consumption levels.
3.Different shopping value levels create different space images, which would also bring different feelings for female shoppers
4.For formless design factors, female shoppers would expect the shopping spaces clean regardless of the merchandise value positioning.
Finally, this research concluded the findings and proposed follow-up research recommendations for future female shopping space designers. The findings can also function as image impact level index for apparel shopping space.

並列關鍵字

product ； value ； positioning ； consumption price level ； space image

參考文獻

劉人誠(民86)。設計素養內涵之研究。國立台灣師範大學工業科技教育研究所未出版碩士論文。

羅安琍(民88)。不同家庭生命週期與社經背景婦女之服裝消費行為研

Assael, H. (1987), Consumer Behavior and Marketing Action, 3ed Pwskent Publishing Company , Boston.

Celia Lury (1996). Consumer Culture. UK: Polity Press.

Forney, Rabolt & Friend (1993). Clothing Values and Country of Origin of Clothing: A Comparison of United States and New Zealand University Woman. Clothing and Textile Journal, 12(1), P39