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http://140.128.103.80:8080/handle/310901/389
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| Title: | 女性消費者自行車購買行為 |
| Other Titles: | The Female Consumer Behavior of Bicycle in Taiwan Market |
| Authors: | 蔡伊倩
Tsai, I -Chien |
| Contributors: | 謝志成
Hsieh, Jei-Chen
東海大學工業設計學系 |
| Keywords: | 女性自行車、消費者行為、女性消費者、生活型態
Women's Bicycles, Consumer Behavior, Female Consumers, Lifestyle |
| Date: | 2010 |
| Issue Date: | 2011-01-03T05:05:14Z (UTC)
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| Abstract: | 透過研究女性消費者對自行車市場的消費行為，瞭解其購買的著重因子，提供企業體於女性自行車的設計方針。以E-K-B（Engel, Kollat, Blackwell 消費理論）模式為架構，以生活型態、人口統計為投入變數，以AIO（Activity、Interest、Opinion 生活型態理論）模式將女性自行車市場區隔化，分析女性消費者特性。
調查母體為全台灣有消費能力的女性（2009年經濟部有工作能力範圍為15-65歲）。在網路上發放300份問卷，有效問卷為290份，以因素分析、集群分析、卡方檢定（交叉分析）各項研究假設。結果發現女性自行車消費者可分｢獨立自主型｣、｢追求時尚型｣、｢資訊導向型｣與｢貨比三家型｣等四種類型。而女性著重自行車的產品類別，可分為｢造型美觀類｣、｢服務至上類｣、｢專屬設計類｣、｢著重實際類｣等四種。各集群女性消費者在產品屬性、人口統計均有顯著差異，購買動機、消費實態有部分顯著差異。
The above information reveals the potential of women purchasing in future consumer market. This article will be focus on the behavior of female purchasing in the bicycle market to understand the effectors of affecting women consuming activities via different perspectives. This report is intended to provide a scheme of designing women bikes for cycling related businesses and companies. The approach will be conducted Engel-Kollat-Blackwell model (EKB model) as a conceptual framework, based on lifestyle variables and demographic variables as input variables to Activities, Interests, and Opinions life theory (AIO life theory) as the basis for market segmentation. The research adopts the consumer behavior variables in order to segment the female bike market, and analyze the characteristics of female consumers whom are 15 to 65 years-old, females as a main body of women consuming market in Taiwan (2009 Ministry of Economic Affairs). First, the study result shows that female consumers in bicycle market can be categorized into four types according to lifestyle variables: "independent type", "fashion-oriented type", "information-oriented", and "comparison type”. Furthermore, the female consumers by way of product characteristics variables can be divided into "beautiful appearance", "service", "exclusive", and "practical use". Finally, the research shows the groups of women consumers in the purchase motivation, product properties standards, the actual consumption behavior, and demographic variables were significant differences. |
| Appears in Collections: | [工業設計學系所] 碩士論文
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Files in This Item:
| File |
Description |
Size | Format | |
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| 098THU00038009-001.pdf | | 350Kb | Adobe PDF | 1362 | View/Open | | 098THU00038009-002.pdf | | 1766Kb | Adobe PDF | 4243 | View/Open |
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