- 期刊
台南地區服務業社會新鮮人上班服飾消費偏好與價值觀調查
A Research of Clothing Preference and Consuming Values of Fresh Employee in Tainan Service Industry
摘要
現代年輕人選擇服飾以表現自我爲導向，尤以服務業的年輕人最具代表性。本研究針對職場上沒有制服規定的服務業社會新鮮人，調查該族群上班服飾選擇性，包括款式、色彩、風格等，從中了解需求爲何，並深入瞭解消費習性、價值觀是否因不同個人背景而有差異。 調查結果顯示，將近一半的社會新鮮人選擇上班服飾，和外出的穿著是相似的，而最多人喜愛穿著棉質的休閒風格服飾；以圓領及襯衫領、基本袖、短版T、POLO衫及牛仔褲；大多數的人會選擇項鍊做爲配件，且喜愛選擇有水鑽裝飾的布料。 在消費習性與價值觀方面，本研究發現： 一、消費習性在年齡及工作年資方面有顯著相關；婚姻狀況中除了促銷方式、商店折扣及資訊來源無顯著相關外，其它皆有顯著相關；平均所得中除了價格接受度無顯著相關外，其它皆有顯著相關。 二、價值觀在年齡中，「品牌喜好」有顯著差異外，其它皆無顯著差異；平收均收入與「注重形象」價值觀構面有顯著差異外，其它皆無顯著差異；而工作年資與「注重形象」、「求新求變」、「品牌喜好」、「服務品質」皆無顯著差異；婚姻狀況則與價值觀四個構面皆有顯著差異。從以上調查結果得知，能清楚地了解到不同個人背景的社會新鮮人在消費習性及價值觀上有明顯的差異。本調查結果亦可提供參考與建議予相關服飾業者。
並列摘要
The modern young people dressed themselves to make a statement, especially those who work in service industry. Therefore, this research focuses on fresh employer in service industry of Tainan To understand their selection of working clothes, including design、color and style. Whether different personal background would affect the demand for working cloths, expense habit, and values or not, is the main purpose of this research. The result showed they prefer similar style both at work and at leisure time. Leisure style clothing with cotton material and shirt with basic sleeve, short version T, the polo shirt and jeans are their favor style; The majority people are fond of decoration of necklace and diamond drill. In the expense habit and the values aspect, this research discover firstly, expense habit has obviously related in the age and the work period; In the marital status, the store discount and the information originates are not related; Average salary in price acceptance is not remarkable related. Secondary, the values in the age, ”the brand like” has remarkable difference; Average income with ”pays great attention the image” has remarkable difference; But years of work period with ”to pay great attention the image”, ”to ask to strive for changes newly”, ”the brand likes”, ”the service quality” all not remarkable difference; The marital status all has the remarkable difference. Knew from the above survey result that can understand clearly different personal background of fresher have the obvious difference in the expense habit and the values. This survey result may also provide the reference and the suggestion for related clothing entrepreneur.