中高齡者生活型態對機能性服飾消費行為與消費價值之關聯研究

A Study of Senior Consumers' Lifestyle and Its Relations to the Clothing Selection and Consumer Values

楊翠竹(C. C. Yang) ； 李孟鴻(M. H. Lee)

《紡織綜合研究期刊》 26卷1期 (2016/01) Pp. 45-66

https://doi.org/10.6439/TTRJ.201601_26(1).0005

摘要

本研究旨在探討生活型態對機能性服飾消費行為與服飾消費價值的影響。本研究採用問卷調查法，以居住在台北市之50-65歲之中高齡者為對象，研究結果發現北市中高齡消費者可以區隔出五個群體，這五群在「購衣頻率」「單次購買的平均價格」「看到喜歡就會買」等服飾消費行為上有明顯差異，生活型態差異對機能性服飾的消費價值有顯著差異。本研究結果也顯示生活型態中消費者「活動參與度」與「對事物的觀點」兩變項是影響服飾消費價值的主要變項。

關鍵字

生活型態 ； 消費價值 ； 中高齡消費者 ； 機能性服飾

並列摘要

This study aims to investigate the relationship among senior consumers' lifestyle, the consumer behaviors and values of the functional clothing. This study adopted a survey method and targeted on the Taipei citizens with age between 50 and 65. The study results indicated that participants of this study could be grouped into 5 types of lifestyle. Each group appeared significant difference on the clothing purchasing frequency, the average spend per buying and the impulsive buying behaviors. Gender and the economic ability were two variables that significantly affect senior consumers' clothing purchasing behaviors. Lifestyles also significantly affected the consumer values toward the functional clothing. Except the functionality, the functional clothing also intrigued consumers' social aesthetic, experience, economic and moral values. Suggestions for the functional clothing marketer are made at the end of the report.

並列關鍵字

lifestyle ； consumer values ； senior consumers ； functional clothing