女性對選購胸罩屬性偏好的聯合分析─以臺中地區女性族群為例

Conjoint Analysis for Female Preference on the Purchase of Brassiere---Using Females in Taichung City as an Example

卜沛綺(Pei Chi Pu)

指導教授 ： 陳冠良

嶺東科技大學/管理學院/行銷與流通管理研究所/碩士(2013年)

https://doi.org/10.6823/LTU.2013.00026

摘要

本研究目的是探索女性消費族群在選購胸罩偏好的屬性和水準，利用兩階段問卷來蒐集資料，在第一階段所獲得的資料，由相對次數分佈分析來獲取較重要的屬性和水準，得到品牌的黛安芬、華歌爾和曼黛瑪璉；顏色的淺色系和深色系；材質的天然纖維和化學纖維；價格的1,500元、2,000元和2,500元；款式的1/2罩杯、3/4罩杯和全罩杯；功能的穩定效果、長大效果和包覆副乳。藉由直交設計產生屬性水準組合的受測體，做為第二階段資料的蒐集，利用聯合分析以獲得相對屬性重要性和屬性水準成份效用之估計值。由相對屬性重要性知一般女性消費族群較重視款式，由成份效用值知較偏好的屬性水準是款式的1/2罩杯。利用集群分析和交叉分析獲得三群不同特徵和成員的消費族群，其中第一群為少女族群和輕熟女族群，此群最重視款式，最偏好的水準是全罩杯；第二群為熟女族群，此群較重視款式和顏色，最偏好的水準是全罩杯和淺色系；第三群為年輕族群，此群較重視款式和品牌，最偏好的水準是1/2罩杯和華歌爾。

關鍵字

胸罩 ； 聯合分析 ； 相對屬性重要性 ； 估計的成份效用值 ； 集群分析

並列摘要

The purpose of this study is to explore the preference of attributes and levels of attributes when female consumers purchase brassieres. Data collection is via a two-step questionnaire. The data set collected from the first step is used to obtain more important attributes and their levels by the analysis of relative frequency distributions. The resulting attributes and their levels are: Triumph, Wacoal and Mode Marie of the brand, light-color series and dark-color series of the color, natural fibers and chemical fibers of the material, NT1,500, NT2,000 and NT2,500 of the price, 1/2 cups, 3/4 cups and full cups of the style, and stable effect, grown-up effect and cover-up effect of the function. We then employ an orthogonal design to generate stimuli of the levels of attributes for the second-step data collection. The result from conjoint analysis yields the relative importance of attribute and the part-worth estimates. From the relative importance of attribute and the part-worth estimates, female consumers think highly of the style and much prefer ‘1/2 cups’ of the style. From cluster analysis and cross-tabular analysis, we obtain three group members and groups of different characteristics. The first group members include teenage girls and mature females, who give much weight to the style and prefer ‘full cups’. The second group members include more mature females, who value the style as well as the color and prefer ‘full cups’ as well as ‘light colors’. The third group members include young females, who place more importance on the style as well as the brand and prefer ‘1/2 cups’ as well as Wacoal.

並列關鍵字

Brassiere ； Conjoint Analysis ； Relative Importance of Attributes ； Part-Worth Estimates ； Cluster Analysis

參考文獻

中文部份

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