民眾生活型態對運動休閒服購買行為影響之研究-以台南地區為例

目前生活型態的分析運用在行銷策略的研究已經很普及，因為生活型態深深影響著消費者購買行為，進而影響人們所追尋的各種目標。本研究選擇台南地區之消費者進行調查研究，期望能瞭解台南地區消費者不同的人口統計變數與生活型態與對運動休閒服購買行為的影響是否有相關，以研擬一些差異化的行銷策略，以提供業界或後續研究者作為參考。本研究共發出400問卷，總共回收365份問卷，回收率為91%。在經過初步整裡，篩選回答不完整的無效問卷後，實得有效問卷330份，有效問卷回收率為82.5％。本問卷利用SPSS軟體進行因素分析與集群分析以獲得消費者生活型態資料，再運用敘述性統計交叉表卡方檢定得出不同消費者人口統計變數及生活型態變數對消費行為的影響結果。若有顯著相關，則再進一步分析其樣本次數分配狀況，以了解相關因素所在。本研究結果顯示，消費者收入比較高者，購買運動休閒服的金額也比較高，消費者平均月收入會影響運動休閒服的購買金額。另外，消費者不分職業，運動休閒服購買地點主要以百貨公司、運動休閒服專賣店為主，但是作業員、勞動者也會把地攤當作主要的購買地點。再者，女性、30歲以下、平均月收入30000元以下消費者，以店面廣告與賣場DM為購買主要的訊息來源；男性、30歲以上、平均月收入30000元以上消費者，以過去使用經驗為購買主要的訊息來源。本研究根據集群分析結果，將330份正式問卷的運動休閒服消費者分為三個集群：追求流行集群、品牌愛好集群、機能取向集群。本研究發現，追求流行集群消費者購買運動休閒服是流行性、廣告性考慮；品牌愛好集群消費者是品牌可靠性考慮；機能取向集群消費者是務實實用性考慮。另外，追求流行集群消費者購買運動休閒服不管是購買單價、購買金額與購買頻率都是比較高的傾向。

關鍵字

生活型態；運動休閒服；消費者行為

並列摘要

In recent years, analysis of life style applied in marketing strategy research has been very common, Because life style deeply influences purchasing behaviour of the consumers, included” how”,” when”,” where”,” what to buy” and “with whom”. Furthermore, it will influence our objective goal in our life e.g. successfulness, professionalism, happiness and wealth, etc. The reason of choice of Tainan as a survey area is to see whether the different lifestyle of consumers could have different influence on purchasing behavior of casual sport wears. There was 400 questionaries sent out with 365 replies,question response almost 91% response rate. After sieving out the invalid replies, the effective questionaries was 330 pieces, up to 82.5% feedback rate. Our questionary also use SPSS software to progress element and grouping analysis for acquiring the data of consumers’ lifestyle. After that, we use the analysis variances and descriptive statistics cross table to examine different of consumers statistic and lifestyle influence variable to consumer’s purchasing behavior. Analysis of sampling method and distribution will be proceeded to seek the cause if there is an obvious variation of the result. This research reveals that the higher income consumers will be willing to spend more on sport and casual wears. The average monthly salary of consumers will influence the purchasing price. Consumers of all occupation tend to buy their casual sport wears mainly at department store and sports retail store; meanwhile consumers who are operators and workers mainly spend their money at street vendors. Then, female under 30 with average income under NT﹩30000 will concentrate their attention on advertising and brochure of retail store and mart; male above age of 30 with average salary above NT﹩30000 will base on their purchasing behavior on the past transactions. Based to the grouping result, 330 piece of valid questionaries could be grouped in 3 categories: fashionist, brand loyalist and function oriented. We found that fashionist purchased sport casual wears based on the fashion style and advestising; brand loyalist then based their purchase decision on the brand reliability; in the meanwhile, the function directed consumers would buy the products for their functionality. Furthermore, the fashionist would be willing to spend more in prices and frequencies.