文化認同對服飾購買意願之影響

本論文為發現服飾業競爭日益激烈，隨著人口的消費習慣改變以及外籍人士增多、外來流行文化的多樣性，導致服飾業創業人口遽增，由於服飾業者過多，想以低價相似品打進服飾的市場，雖然短期生意上會有明顯差異，不過要如何在這個環境背景下能夠成功，我覺得開拓新的消費者族群是業者最重要的的課題之一，不過外籍人士與臺灣有著文化上的差異，如何找出中間的關係，是我想要了解的部分。本研究透過問卷及統計分析，並以大專院校臺灣以及境外學生和文化認同做為變項，探討是否對於服飾購買意願有相關影響，再用其分析結果寫出結論與建議，讓服飾店的業者能夠了解外籍人士消費市場藉由何種方式可以提高其成功機率，期望本研究能夠帶給服飾業一個具體的概念讓業者除了臺灣消費者也能夠服務到外籍消費者以利開發海外市場。

關鍵字

消費者特性；文化認同；購買意願

並列摘要

The present paper for discovered the clothing industry competition is day by day intense, increases, the external pop culture multiplicity along with the population expense custom change as well as the public figure of foreign nationality, causes the clothing industry imbark population to increase suddenly, because the clothing entrepreneur excessively are many, wants similar to sneak in the clothing by the low price the market, although in short-term business can have the obvious difference, but how has under this environment background to be able the success, I to think develops the new consumer tribal grouping tribal group is one of entrepreneur most important topics, but the public figure of foreign nationality and Taiwan has in the cultural difference, how discovers the middle relations, is part which I want to understand.This research penetration questionnaire and the statistical analysis, and as well as beyond the border the student and the cultural approval does as variable take universities, colleges and institutes Taiwan, discusses whether has the correlation influence regarding the clothing purchase wish, again uses its analysis result to write the conclusion and the suggestion, lets the clothing shop the entrepreneur canthe understanding public figure of foreign nationality expense market be possible to enhance its success probability because of what way, expected this research can take to a clothing industry concrete concept to enable the entrepreneur also to serve the foreign consumer except the Taiwan consumer in order to help to develop the overseas market.