查詢結果分析
來源資料
頁籤選單縮合
題名 | 消費者網路服飾購物的色彩喜好研究=Research on the Dress Color Preference of Online Buyers |
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作者 | 蔡宜錦; 黃基正; Tsai, I-chin; Huang, Ji-cheng; |
期刊 | 商業設計學報 |
出版日期 | 20071100 |
卷期 | 11 2007.11[民96.11] |
頁次 | 頁47-60 |
分類號 | 963、963 |
語文 | chi |
關鍵詞 | 網路購物; 流行色彩; Online shopping; Fashion color; |
中文摘要 | 資訊網路的普及,網路購物的人也逐年倍數成長,消費者不用跨出門,也可在網路平臺上一目了然每季所流行的服飾,可見得網路平臺的普遍與興盛情形。有鑑於此,若能瞭解消費者於網路購物平臺上對服裝色彩選擇的偏好情形,藉以強化網路商品資訊來源的客觀性和專業性,提供有效的參考依據給消費者與商家,進而達到良性互惠的機會正是本研究的目的。本研究內容是針對網路購物平臺上,消費者對所購買服飾顏色的選擇進行分析,探討消費者在服飾色彩選擇與流行趨勢分析下的色彩結果之間的差異比較。 研究方法是依據「Fashion Color」一書所公佈的每季流行色彩之市場分析結果,經本研究統整自1996年到2006年間的流行色彩內容後,歸納出現比率最高且適切的前20個流行色彩,並利用網路平臺進行調查問卷的發放,回收統計後以SPSS統計軟體進行分析,瞭解網路購物之消費者對與「Fashion Color」一書所提供的流行色彩分析的色彩趨勢結果是否有所差異。研究結果發現在近10年內所公佈的色彩變化情形方面,以白色出現的次數比最高,黑色次之,顯示出無彩色系的高流行性。在探討臺灣地區消費者上網購買服飾時色彩選擇的偏好情形方面,發現「黑色」是第一選擇,而「白色」次之,這與流行色彩趨勢分析的發展相去不遠。本研究結果可以實際應用在網際網路的服飾商品交易上,讓消費者與商家在選擇或販售服飾商品時,可以更方便的明瞭服飾色彩流行動態與消費市場的偏好情形。 |
英文摘要 | With the popularization of the information network, the number of online buyers is increasing sharply year after year. Now, the customers can browse the popular clothes of every season on the internet at home. All of these witness the popularization and prosperity of the internet platform. In consideration of this, the main purpose of this research was to strengthen the objectivity and specialty of the information source of online products, to offer valid references to customers and costume dealers and to promote the benign mutual benefit by finding out the dress color preference of online customers. This research analyzed the customers' dress color choices on the online shopping platform, and discussed the difference between customers and fashion trends in color preference. Based on the results of the market analysis of seasonal fashion colors showed in the "Fashion Color", this research gathered the information on fashion color from 1996~2006, and concluded the top 20 fashion colors with the highest repeat rate. This research also handed out the questionnaires on the internet platform, and analyzed the recalled questionnaires through the SPSS statistics software to find out whether any difference between the online customers and the analysis of fashion color showed in the "Fashion Color" in the color trend exists. The research results showed that the "White" was on the first place with respect to the repeat rate and the "Black" took the second place in the color changes issued in the past ten years, proving the popularity of the achromatic colors. When we were discussing the dress color preference of Taiwan online customers, we found that the "Black" was their first choice and the "White" was the second. This was very close to the development trend of the analysis of fashion colors. The results of this research could be applied to the online costume trade, and could bake customers and costume dealers know the changes in fashion colors and the color preference of consumption market more easily when they are choosing or selling clothes. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。