| 摘要: | 性對於內衣的消費行為，隨著女性經濟與女性自主意識的演進與時空文化的變遷而有所改變。目前國內女性內衣市場約有220億的市場規模，消費人口已超越600萬人，平均每人每年內衣的消費件數約5.5件，且不斷有年輕化的趨勢。具體來說，女性內衣的存在，如今更包含了感情化、多樣化、自主化、個性化、休閒化的附加價值。企業必須改進傳統的市場定位策略，針對現代女性往往身兼職業和家庭等多雙重身份的特點進行定位，使企業商品的形象契合消費者的印象。提供更加符合現代女性的商品和服務。
本研究係以生活型態與身體意象作為區隔變數的基礎，利用人口統計變數描述各區隔的特性，再以RFM模型瞭解各區隔群體下的消費者在購買行為上是否有顯著差異，作出有效的市場區隔
。而研究範圍以北部地區為主，並以一年內有購買過任何品牌內衣的女性消費者為研究對象。在資料蒐集方面，是以問卷的形式進行，而資料分析則先利用因素分析對生活型態變數進行資料縮減，再以集群分析法進行市場區隔，最後再以卡方檢定與虛擬迴歸等統計方法，檢定各項研究假設。
研究結果發現，女性內衣消費者可透過生活型態與身體意象變數進行有效的市場區隔，各集群在購買頻率、購買次數及購買金額上部分有顯著差異，而在人口統計變數與產品屬性偏好上部分有顯著差異。最後，根據研究結論，針對目標市場，提出產品、價格、通路及促銷策略之建議，以期能提供業界及學術領域在擬定行銷決策及研究時之參酌。
The consuming pattern of lingerie has been changing with the improvement of
females’ financial independence and self-consciousness. More than that, a mixture of
cul vture evolutions also plays an important role in forming the new consuming pattern
of lingerie. Currently, the domestic lingerie market is about NTD 22 billion, and its
consumer population has exceeded 600 million. In other words, the annual average consumption number of lingerie is 5.5 per person. Besides the increasing consumption, the added value of lingerie has been built in various ways, such as emotion, diversity
autonomy, individuality, and leisure-oriented. As a result, lingerie companies must
improve their traditional strategies of market positioning in order to target the modern females who usually have multi-status, to refresh the corporate images, and to provide
advanced goods and services for modern females.
In this study, lifestyle and body image are used as the basis of segmentation varia-
bles; demographic variables are set to describe the characteristics of each segment;
RFM model is adopted to understand the difference of consumers’ purchasing behaviors under diverse segments. In terms of data collection, a questionnaire is designed to collect necessary information. The majority of the questionnaires are gathered from the northern region. Participants must have purchased any brand of lingerie within a year. Factor analysis to the lifestyle is employed for dimension reduction, then cluster analysis is applied for classification, and some statistical method, such as MANOVA,
ANOVA and chisquaresare used to test the research hypothesis.
The results show that female lingerie consumers can be effectively segmented by different lifestyles and body images. Each cluster is different in the purchase frequency and the purchase amount. The demographic variables and the preference for product attributes are significantly different. Finally, based on the research findings, strategies of target markets, products, prices, channels, and promotions are recommended in order to provide useful industrial and academic contributions. |
