由於現代的紡織產品正面臨一個革命，現在邁向了要求機能性的時代，各種擁有特殊機能的織物應運而生，而具備防水透濕功能的織物即是其中之一，它不僅擁有防水的機能，還同時具有良好的透氣性，以達到防水卻不悶熱的效果，使人體更舒適。由於防水透濕的概念與技術引進台灣的時間還不是很久，其市場也亦漸趨成熟，故本研究以消費者為對象，利用EKB與HOWARD兩個消費者行為模式結合而設計出此產品的問卷，藉以了解消費者行為，針對其價值觀與認知感，並作交叉分析、探討，使我們能夠更了解消費者的行為、反應與趨向。我們發現了會引起消費者購買動機的條件，以對功能的需求為主；產品中以外套、夾克、鞋子有較高的需求性，其產品的用途多為運動服裝、禦寒衣物、休閒便服。
Because the present age, textile product is faced with a revolution. Now at times to request function. Each functional fabric which have waterproofness and breathability. Cause perple to feel comfortable. Because the concept and technique of waterproofness and breathability import to Taiwan is not long time. The markets are developing. So we research the consumers. We make use of the E.K.B consumer model and Howard consumer model developing questions so as to understand consumer's behavior and value. Analyze and probe it. Cause us to more understand consumer's behavior, and reaction. We find the factor which cause consumer to buy. According to requirement of the function. The requirement which in overcoat and jacket is bigger. They often use of sportswear or the clothing which against cold.
