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題名 | 消費者西服訂製意願影響因素之研究=Analysis of Influence Factors on Consumer Suit Ordering Intention |
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作者 | 蔡明智; 吳思慧; 蔡美英; Tsai, Ming-chi; Wu, Szu-hui; Tsai, Meei-ing; |
期刊 | 服務業管理評論 |
出版日期 | 20211200 |
卷期 | 16 2021.12[民110.12] |
頁次 | 頁84-104 |
分類號 | 488.9 |
語文 | chi |
關鍵詞 | 易用性; 有用性; 產品涉入; 訂製態度; 訂製意願; Ease of use; Usefulness; Product involvement; Custom-made attitude; Custom-made intention; |
中文摘要 | 近年來,平價成衣快速的成長,對訂製服裝業產生相當的衝擊。如何吸引消 費者,提高其訂製意願,對業者來說,是一個很重要的議題。本研究分析消費者 訂製西服之行為模式,探討消費者對訂製西服之認知易用性、認知有用性、樂趣 認知、及產品涉入等,對其訂製接受態度與訂製意願的影響。以問卷調查之資料, 進行敘述統計、信度分析、因素分析、相關分析、及迴歸分析等統計分析。研究 結果顯示: 1.受測者對訂製西服之認知易用性正向影響其認知有用性。 2.受測者對訂製西服之認知易用性、認知有用性與樂趣認知正向影響其訂製接受 態度。 3.受測者對訂製西服之產品涉入與訂製接受態度正向影響其訂製意願。 本研究並以平均數檢定,探討不同背景的受測者,在上述各構面之認知差 異,結果顯示:男性、年輕、基層主管、高中職以下及曾經訂製西服之受測者, 對上述各構面之認知程度普遍較高。建議業者可以針對這幾個族群的受測者,強 化產品的行銷活動,以提高訂製西服之意願及訂製行為。 |
英文摘要 | In recent years, the rapid growth of affordable clothing has a considerable impact on the customized clothing industry. How to attract consumers and increase their willingness to order is an important issue for the industry. This study analyzes consumer behavior patterns of custom-made suits, and explores the impact of consumers' perceived ease of use, perceived usefulness, perceived enjoyment, and product involvement on their custom-made attitudes and intention. Based on the questionnaire data, descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis were performed. The results reveal: 1. The subject's perceived ease of use of custom suits positively affect their perceived usefulness. 2. The subjects' perceived ease of use, perceived usefulness, and perceived enjoyment positively affect their customized acceptance attitude. 3. Participants' attitudes to the product involvement and acceptance of custom-made suits positively affect their intention to order suits. This study also uses the hypothesis testing to explore the differences in perceptions of the above-mentioned aspects among consumers of different backgrounds. The results reveal that: consumers who are male, young, grassroots managers, senior high school or below, and who have previously ordered suits facet awareness is generally higher than that of other groups. It is suggested that the industry can target consumers of these ethnic groups to strengthen product-marketing activities in order to increase their willingness to order suits and their behavior. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。