消費者理解層級對時尚品購買決策影響之研究：應用方法目的鏈

本研究以消費者購買決策的觀點，探究消費者在對時尚品購買決策之影響。藉由方法目的鏈(mean-end chain)理論，進行階梯訪談，並透過內容分析法作為資料的蒐集。並依方法目的鏈之架構，逐步引導消費者由淺至深、具體到抽象，代入屬性、結果、價值之定義分析出消費者理解層級對時尚品購買決策之影響的最終目的與價值。以瞭解消費者在購買時尚品的購買決策之影響要素，並將其連結成價值階層圖。研究結果發現：在購買時尚品(包包)決策中，外觀、款式為多數消費者考慮的要素，透過購買後，得到的結果為純屬喜歡及享受與眾不同的感覺，並使用後得到之最終價值為心情愉悅、個人特色。本研究透過這些研究結果中分析消費者對購買決策的屬性(目的)、結果(利益)、價值，並探討其行銷所帶來的意涵，以提供廠商發展出一套區隔此階段年齡之消費者的購買決策之參考。

關鍵字

方法目的鏈；消費者行為；階梯法；內容分析法

並列摘要

The study is research for the influence about consumers purchasing the fashion better from the point of the strategy in consumers. By mean-end chain, collect information through content analysis from interviewing by staircase method. From shallow to deep、specific to abstract. Analyze the purpose and value of purchasing the fashion better from researching the defined contents、results and values. Understand the reasons of the strategy why consumers purchased fashion better, and perform as chart of value and class. The results of the research is when purchasing fashion better (ex. bags), appearance and style are considered for most consumers; After purchasing, consumers simply like the fashion better and enjoy the differences; Finally the core value is pleasure and personal style. The study research for the meaning of selling fashion better from analyzing the purpose、the interest and the value. In order to provide fashion better companies as references to develop a strategy for separating consumers of a set of compartment this stage age.