頁籤選單縮合
題 名 | X世代與Y世代的運動鞋購買使用行為與生活型態之研究=The Behaviors of Purchasing and Using Sneakers of the X and Y Generations in Taiwan and Their Life Styles |
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作 者 | 楊靜; 彭元志; 陳鳳雀; | 書刊名 | 科技學刊 |
卷 期 | 8:4 1999.10[民88.10] |
頁 次 | 頁333-339 |
分類號 | 496.34 |
關鍵詞 | X世代; Y世代; 運動鞋; 品牌忠誠度; 使用行為; 生活型態; X generation; Y generation; Sneakers; Brand royalty; Use behavior; Life style; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要以流行品牌之運動鞋為例,探討台灣地區X、Y世代對流行性商品的 購買、使用行為的差異及其生活型態關係的特徵。現況問卷調查分別以大學生及高中生代表 X世代及Y世代為取樣對象,共計72份有效樣本。從AIOs量表統計分析歸納出X與Y世 代的生活型態有:1.時髦享樂型、2.質樸實在型、3.乖巧順從型、4.媒體崇拜型、5.自我主張 型等五種類型。 |
英文摘要 | By surveying how the X and Y generations purchase and use sneakers of famous brands, this study investigates the relationship between the purchase behavior of popular goods and the life styles of young generations in Taiwan. Thirty-six high school students and thirty-six college students are sampled in a questionnaire survey to represent the X and Y generations, respectively. The analysis of the AIOs measures in this questionnaire reveals that there are five types of life styles can be classified: 1.fashionable and hedonic, 2.plain and honest, 3.mild and compliant, 4.meida sensitive, and 5.self advocating. 1. There are significant differences of appearance preferences as well as price and function considerations between X generation and Y generation, though their purchases are both remarkably affected by advertisement and the considerations of function and comfort. 2. The classifications of life styles of most Y generation are concentrated on the two distinct types: fashionable and hedonic, mild and compliant; whereas those of X generation are evenly distributed in all the five types. 3. The brand royalty in purchasing sneakers of Y generation is stronger than that of X generation. |
本系統中英文摘要資訊取自各篇刊載內容。