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  • 學位論文

高職學生生活型態與服飾消費行為之研究---以家政群學生為例

The study of life style and consumer behavior in buying clothes of vocational senior high school students: a case of students in home economics group

指導教授 : 林如萍
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摘要


本研究旨在探討不同背景變項的高職家政群學生,在生活型態上與服飾消費行為上的差異情形,進而探討不同背景變項與生活型態對服飾消費行為的的影響。本研究以臺灣地區高職家政群學生為研究對象,採問卷調查法,以分層立意取樣方式,共針對九所學校計550人發放問卷,回收有效問卷456人。所蒐集之資料以描述性統計、t檢定、單因子變異數分析、皮爾遜積差相關、多元階層迴歸分析等統計方式進行資料分析。主要研究結果如下: 1.男女在品牌狂熱、追逐偶像、努力獨立、功成名利、熱愛運動因素上,有顯著差異。 2.在品牌狂熱的生活型態上,每月可支配零用錢5001元以上者,比1000元以下者,更熱衷於追求品牌。 3.中家庭社經地位者比低家庭社經地位者,更熱衷於追求品牌。 4.男生比女生更傾向於因炫耀性目的而購買服飾。 5.每月可支配零用錢4001元以上者,比1000元以下者,傾向於因炫耀性目的而購買服飾。 6. 中家庭社經地位者比低家庭社經地位者,更傾向於因炫耀性目的而購買服飾。 7.每月可支配零用錢愈高者與生活型態上愈熱衷於追求品牌、喜歡追逐偶像、對前途感到茫然者,愈傾向於因炫耀性目的而購買服飾。而愈努力獨立者,愈不傾向於因炫耀性目的而購買服飾。愈熱衷於追求品牌的生活型態者,其愈傾向於因炫耀性目的而購買服飾。 8.生活型態上愈熱愛運動、注重功成名利者,其愈傾向於因功能性目的而購買服飾。 9.生活型態愈熱愛運動及愈喜歡追求品牌者,其服飾購後滿意度愈高。

並列摘要


The purpose of this research was to examine the difference of lifestyles and the difference of consumer behavior in buying clothes among vocational senior high school students of home economic group with different background variables. Furthermore, we also explored the influence on consumer behavior in buying clothes based on background variables and diverse lifestyles. Quantitative approach and stratified sampling were chosen as the date collection method. 550 questionnaires were distributed to home economics group students among nine vocational senior high schools in Taiwan, and 456 questionnaires were returned. Descriptive statistics, t-test, one-way Anova, Person product-moment correlation and hierarchical multiple regression analysis as techniques were used to analyze and interpret the data. The results of this study were as follows: 1. There are significant difference between male and female in brand fanaticism, endeavor independent, fame and success, and exercise lover. 2. In terms of the brand fanaticism, the students having over 5000 dollars as monthly disposable pocket money were keener on the pursuit of brand than those who had 1000 dollars and less as monthly disposable pocket money. 3. The students at middle family socioeconomic status were keener on the pursuit of brand than those at low family socioeconomic status. 4. The male students were much more inclined to purchase clothes for the purpose of conspicuousness than the female students. 5. The students who had 4001 dollars and above as monthly disposable pocket money were more inclined to purchase clothes for the purpose of conspicuousness than those who had 1000 dollars and less as monthly disposable pocket money. 6. The students at middle family socioeconomic status were more inclined to purchase clothes for the purpose of conspicuousness than those at low family socioeconomic status. 7. The students who had more monthly disposable pocket money, and who were more fanatical about brand, more interested in fashion hunting, and had prospect at sea were more inclined to buy for clothes the purpose of conspicuousness. On the contrary, the students who were more independent had less motivation to purchase clothes for the purpose of conspicuousness. Above all, the students who were more fanatical about brand purchased clothes for the purpose of conspicuousness significantly. 8. The students as exercise lovers and fame and success chaser were more inclined to buy clothes for functional purpose. 9. The students who loved exercise or were fanatical about brand had higher satisfaction in clothes shopping.

參考文獻


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陳志鵬(2007)。消費者生活型態、品牌知覺與購買動機關聯性之研究-以台灣汽車產業為例。崑山科技大學企業管理研究所碩士論文。
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