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題名 | 高雄區女性購買內衣行為之調查分析=A Survey of the Female Underwear Buying Behavior in Kaohsiung Area |
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作者 | 何睦美; 蔡武德; Ho, M. M.; Tsay, W. D.; |
期刊 | 高雄工商專校學報 |
出版日期 | 19961200 |
卷期 | 26 1996.12[民85.12] |
頁次 | 頁185-194 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 市場調查; 女性內衣; 購買行為; Underwear; Market survey; Sataistics; Buying behavior; |
中文摘要 | 本研究採討高雄地區十五歲至五十歲女性購買內衣之行為特點,包括購買地點, 購買時機,購買內衣重視之因素,對品牌之偏好和忠誠度等。 發出問卷 600 份,有效問卷 401 份,得知消費者購買內衣之動機大都是因為汰舊換新或者原使用品已變形,其次是於周 年慶打折或逛街時購買。而購買地點以專賣店和百貨公司專櫃居多。消費者選購最重視之因 素為品質和適用性,約有一半消費者會維持選用固定品牌,而不使用固定品牌者是受到折扣 優待,廣告和朋友推薦等不定因素之影響。 本研究在學術機關於無計畫經費贊助下執行,因此反而有客觀性和自主性。受限於經費和時 間,無法進行較大規模之調查和利用電腦做更進一步之分析,並且進行調查之範圍在於高雄 地區。 |
英文摘要 | This survey aims to know the female underwear buying behavior. A questionnaire for this purpose has been designed and 600 copies have been distributed to the female population in Kaohsiung area. Covered ages are between 15 and 50. Among them 401 were regarded as valid samples. Questions raised included the location of buying, the time of buying, the reason of buying, the reason of having or not having a specific brand of underwear, etc. The statistics of this survey shows that females at Kaohsiung buy new underwear chiefly because it is necessary or a favorable sale is available. The main buying locations are underwear booths of department stores, underwear shops or in supermarket where the underwear are freely displayed. About the half of the surveyed females show they tend to buy a fixed brand of underwear while the other half show no fixed favorite of brands, as a result of influence by advertisement, friend recommendation or shop discount policy. This research was carried out without any financial support or influence from underwear company, therefore the results seem to be very objective. Though the surveyed area was limited to Kaohsiung area, it is believed that the revealed buying behavior applies also to the whole female population on Taiwan. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。