Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/87122
Title: 台北市中高年齡者生活型態與機能服飾消費價值之關聯性研究
A Study of Taipei Elder’s Lifestyle and its Relations to the Consumer Values of the Functional Clothing
Authors: 楊翠竹
李孟鴻
Meng Hong, Lee
Keywords: 中高齡者
生活型態
服飾價值觀
機能性服飾消費價值觀
Elder
Lifestyles
Clothing Values
Consumer Values of Functional Clothing
Issue Date: 2013
Abstract: 本研究目的是探討台北市中高齡者生活型態、服飾價值觀與機能服飾消費價值觀之間的關聯。本研究一方面探究台北市中高齡者的生活型態樣貌與服飾價值觀、並以機能性服飾商品為標的探究中高齡者生活型態、服飾價值觀以及機能性服飾消費價值間的關聯性。本研究採問卷調查法,以台北市12行政區中50至65歲的中高齡者為對象,於公共場域進行定點隨機邀約訪談,本研究成功邀約306人參與調查,本研究採用Plummer (1974)所提出之AIO「生活型態量表」,並從焦點團體訪談所獲得的資料發展「服飾價值觀量表」與「機能性服飾消費價值觀量表」。 本研究結果顯示中高齡者之生活型態可分為五個集群:「自信主見者」、「積極成就者」、「傳統保守者」、「辛勤奮發者」、「隨遇而安者」。五類集群在服飾價值觀上有明顯的差異,「自信主見者」、「積極成就者」在乎服飾的美學價值、社會價值與經濟價值,認為服飾的功能除了展現自身的品味、喜好、流行觀點外,也能提升個人的社會觀感及經濟地位。「傳統保守者」、「辛勤奮發者」則認為服飾只要符合自身的社會位置及所處的環境即可,但較不注重服飾的自我展現與品味的呈現。「隨遇而安者」則視服飾為日常生活用品,在四項服飾價值的關注上最低。各集群於感知價值並無顯著差異,顯示中高齡者涉及觸感、情感及認知的服飾,中高齡者的觀點是一致的。 至於機能性服飾消費價值觀中,「自信主見者」、「積極成就者」最關注於服飾的效能價值,認為機能性服飾的效能顯著提升人體各方面的機能,且「自信主見者」也關注道德價值,認為機能服飾對於環境保護有所助益。同時,「積極成就者」則關注於經濟價值,認為較貴的機能服飾產品,若有效提升人體各種機能是值得的。而各集群間對機能性服飾之美感價值及經驗價值的反應則無顯著差異,顯示中高齡者對機能服飾之外觀美感有著類似的看法,另外,參與者對於取得機能性服飾相關資訊的方式相類似,皆透過親友、品牌介紹及廣告等管道。 進一步針對生活型態、服飾價值觀與機能性服飾消費價值觀三者進行迴歸分析,發現生活型態能顯著預測服飾價值觀、生活型態能顯著預測生活型態機能性服飾消費價值觀、且服飾價值觀能顯著預測機能性服飾消費價值觀。同時,針對生活型態、服飾價值觀對機能性服飾消費價值觀進行同時迴歸後,發現生活型態並非直接對機能性服飾消費價值觀產生區隔,而是藉由服飾價值觀進而影響機能性服飾消費價值觀。簡言之,服飾價值觀為生活型態與機能性服飾消費價值觀之中介因素。 本研究結果呈現了當今台北市中高齡者對服飾價值觀與機能性服飾消費價值觀之觀點,並藉由生活型態之區隔,呈現中高齡者生活型態對服飾價值觀與機能性服飾消費價值觀的影響性。同時,本研究也發現,中高齡者在選擇產品時,並不會以同一種價值觀針對不同產品進行評判,而是依產品屬性的不同調整其價值觀。
This study was to explore how the Taipei elder’s lifestyle can be divided and described. The study also tried to understand the relationship among the elder’s lifestyles, clothing values and the consumer values of functional clothing. A survey method with a self-developed questionnaire was used to conduct this research. The results identified five types of lifestyles; including “Confidence”, “Achiever”, “Conversative”, “Struggler” and “Carelessness”. Each group has it’s characteristics in clothing values and the consumer values of functional clothing. In clothing values, “confidence” focus on aesthetic value and social value, ” achiever” focus on social value, “conversative”, “struggler” focus on social value, but not concerned aesthetic value, “carelessness” consider that clothing is a daliy use, all clothing values are not focused. Perceptive value is not different in any group, which means elder’s clothing physiological feelings and clothing emotion are similar. In the consumer values of functional clothing, “confidence” focus on efficient value and moral value, ”achiever” focus on efficient value and economic value, and “conversative”, “struggler”, “carelessness” consider that functional clothing is no difference with general clothing, so they didn’t focus on any consumer values of the functional clothing. Besides, aesthetic value and empirical value are not different in any group, which means elders has same view in functional clothing exterior and same assesses in functional clothing massege. With regression analysis, research finding that lifestyles can significant predictors to clothing values and consumer values of the functional clothing, at same time, clothing values also can significant predictors to consumer values of the functional clothing. With simultaneous multiple regression analysis, clothing values is verified partial intermediary variable. This research shows elder’s lifestyles, clothing values and consumer values of the functional clothing in nowadays, at the same time, also indicates that elder’s consumer values will be changed depends on category of products.
URI: http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=%22http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0699060061%22.&%22.id.&
http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/87122
Other Identifiers: GN0699060061
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