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題 名 | 探討臺北與臺南地區孕婦裝租借服務的發展情況=A Study on the Development of the Renting Service of Maternity Dresses in Taipei and Tainan Areas |
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作 者 | 陳欣玫; 陳盈攸; 顏麗純; 蔡宜錦; | 書刊名 | 紡織中心期刊 |
卷 期 | 14:2 2004.04[民93.04] |
頁 次 | 頁119-127 |
分類號 | 488.98 |
關鍵詞 | 孕婦裝租借服務; 懷孕婦女; Maternity clothes rental services; Pregnant women; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的目的在詳細嘹解目前孕婦裝租借服務的現況,進而發現孕婦裝租借服務的問題與瓶頸所在,籍以提出更客觀公正的研究調查結果,以供當前業者做為有價值的參考依據。研究方法主要是針對台北兩家知名孕婦裝租借服務業者進行深度訪談,用時也對台北、台南地區的懷孕婦女做面對面的問卷調查,在研究中經由統計分析後,我們可以更客觀的嘹解到目前孕婦裝租借服務的發展情形,相較業者從經營穫知的心得中最明顯的差距是:業者相信他們的目標市場是從網路得知孕婦裝租借服務的訊息,但經由調查結果顯示,他們是在親友介紹下接受租借服務為主要管道。這讓我們清楚發現目前在孕婦裝租借發展上,消費顧客群與業者之間的差距所在。 根據我們的研究結果顯示,絕大多數已參予孕婦裝租借服務的孕婦們,以大專以本學歷者居多,佔76%,於其中以職業婦女佔86%為最多,普通年齡層在26歲以上,當他們在面對租借服務的過程中,有65%的婦女是由自己決定租借的選擇,不至他人的想法所左右。 至於調查對象以未參予租借服務的懷孕婦女為主的研究結果顯示,有高達98%的受訪者,表示會以生活實用性的服裝為最主要租借選擇,另外他們對於孕婦裝租借服務雖可達到60%的接受度,但卻有近達70%的懷孕婦女不會付諸於行動。本研究可提供國內有心經營此類服務的經營者,對孕婦裝租借服務市場發展的現況,能有更深一層的了解與認知。 |
英文摘要 | The objective of this study is to thoroughly understand the current condition of maternity clothes rental and discover the existing problems and bottlenecks of this service in order to bring up a more objective and fairer study results as the valuable reference for the service suppliers. The method taken in this study was in-depth interview with two well-known maternity clothes rental services in Taipei. Meanwhile, questionnaire survey was carried out with pregnant women in Taipei and Tainan. With statistical analyst, we are able to understand the current condition of maternity clothes rental services in a more objective perspective. As compare to the experience of service suppliers, the most distinct difference is: service suppliers think that their target market obtains information regarding maternity clothes rental from internet. In contrast, the result reveals that introduction of friends and relatives is the main channel for this rental service. From this result, we clearly discovered the existing gap between consumers and service suppliers. Base on our study result, most of the pregnant women who take part in maternity clothes service are those with college or above education level with the percentage of 76%. Meanwhile, 86% of them are working women. The general age group is above 26 years old. There are 65% of women make their own decisions for the rental service without being influenced by the others. Regarding the study about pregnant women who did not join this service, 98% of the interviewees expressed their main rental consideration as the practicability of clothes. Besides, although 60% of them show acceptance of this rental service, there are nearly 70% pregnant women will not put into action. For those who intend to operate this service, this study can provide a thorough understanding and recognition regarding the current development condition of maternity clothes rental market. |
本系統中英文摘要資訊取自各篇刊載內容。