女性族群對精品消費模式之研究

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Title:	女性族群對精品消費模式之研究
Other Titles:	The study of ladies' groups towards consumption model of high-quality product
Authors:	陳佩妤 Chen, Pei-yu
Contributors:	美學與視覺藝術學系碩士班林振陽 Chen-yang Lin
Keywords:	生活型態;造形意象;造形語彙;精品 modeling Vocabulary;modeling image and form;living style;exquisite articles
Date:	2010
Issue Date:	2015-03-12 16:18:57 (UTC+8)
Abstract:	產品設計是以消費者的需求與喜好為主要訴求，本研究旨在探討精品包造形與女性族群間的需求關係，針對精品造形的語彙意象進行分析；以女性消費者的心理層面，探討受測者對精品包的喜好度與造形語彙，本研究希望藉此尋找女性消費者的生活特質與感性需求，透過其產品外觀的感性喜好因素，以問卷調查法、專家訪談法、因素分析法、T檢定、 ANOVA 、複迴歸法等進行研究，以了解符合特定消費族群所期望的產品設計元素。　　　本文研究目的可歸納如下：1. 北部地區女性族群對精品其消費模式偏向以百貨及代理網站購買；中部地區以百貨、直營店、寄賣點皆有其市場性；南部地區則是偏愛直營店購買精品為主。2. 青少年女性消費者對於波士頓包、掛肩精品包有其造形上喜好程度。3. 青少年女性族群對精品包造形之設計元素偏向，公事包以精緻典雅、搶眼亮麗或簡單輕巧型為元素；波士頓包以精緻典雅或流行時尚型為元素；掛肩包以精緻典雅或搶眼亮麗為元素；晚宴包以造形獨特或簡單輕巧為造形設計元素。　　Primary request of the product design is basic upon consumers' requirement and preferences. This research hereby is principally to explore the demanding relationship between the modeling of exquisite handbag and the female group. Aiming at the vocabulary and image of modeling of the exquisite articles to conduct an analysis, we may find the psychological level of the female consumer, and simultaneously explore the testee's preference and their modeling vocabularies in related to the exquisite handbag. This study intends thereby to locate the living characters and the female consumers' perceptual requirement, through perceptual preference factor of the product appearance, and by questionnaires, expert interview, factor analysis, T test, ANOVA, and Multiple Regression Analysis to conduct the research, so as to realize the element of the product design if it is consistent with the expectation of certain consuming groups.1. The female groups in the north area prefer to purchase the exquisite articles from department stores or agency website; such a consuming model for those in the middle area, either department or direct-sales stores, or even the consigning spots is all having its market. As to those in the south area, they primarily prefer purchasing from the direct-sales stores.2. The young female consumers have a special favor in the modeling of the Boston bag and the shoulder bag (exquisite type).3. The young female consumer group prefer the designed elements on the modeling of exquisite bags; suite case is using the elaborate, elegant, and splendid or concise elements while the Boston bag using the refined, classic, and fashionable style as its element. The shoulder bag uses the exquisite, classic, and bright elements as the banquet bag is using the unique, simple, or handy modeling as its designed elements.
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