快時尚以自動販賣機做為行銷通路之研究

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題名:	快時尚以自動販賣機做為行銷通路之研究 Fast fashion with Vending machine as research of marketing
作者:	謝建騰杜明潔
貢獻者:	紡工系
關鍵詞:	自動販賣機快時尚購買意願 Vending Machine Fast Fashion Purchase Intention
日期:	2019-12
上傳時間:	2020-02-26 13:54:55 (UTC+8)
摘要:	近年來通路商競爭激烈，無人商鋪已成為新興的零售通路，且逐漸改變消費者的生活習慣，也創造新的商業行為，而本研究以等人口統計、知覺價值、購買意願等變數探討。研究調查所得之全體樣本是318份，其中有效樣本數為291份；透過敘述性統計分析、因素分析及重新命名、信效度分析、t檢定、單因子變異數分析和相關係數分析，檢定所探討之各項問卷假設。根據分析結果及文獻探討得知，消費者購買服飾的第一考量因素為價格，最不被考量的因素為品牌。購買原因第一名，剛好逛到佔40%，第二慣用品牌佔16%，第三則是品牌形象良好佔15%，代表除了商店設點位置之外，品牌知名度也是重要因素，多數消費者是選擇方便的地區購物，消費者會選擇熟悉的品牌。因此像服裝這類標準產品可替代性的競爭激烈較高，品牌推廣和人潮地點是自動販賣機販賣服飾的重要因素。快時尚服裝品牌在進行市場營銷的過程中，目標定位是比較準確的，把握消費者需求的營銷是其獲得市場更大份額的基礎所在目標客群。 In recent years, the competition of channel distributors has become fierce. Unmanned shops have become an emerging retail channel, and gradually change consumers' living habits and create new business behaviors. This study explores variables such as demographics, perceived value, and purchase intention. The total number of samples obtained from the survey was 318, of which 291 were valid; through narrative statistical analysis, factor analysis and renaming, reliability and validity analysis, t-test, single-factor variance analysis and correlation coefficient analysis, the Institute Explore the various questionnaire hypotheses. According to the analysis results and literature, the first consideration for consumers to purchase clothing is the price, and the least considered factor is the brand. The first reason for the purchase is just 40%, the second custom brand accounts for 16%, and the third is a good brand image of 15%. In addition to the location of the store, brand awareness is also an important factor, most consumers. It is a convenient place to shop, and consumers will choose a familiar brand. Therefore, the standard of alternative products such as clothing is highly competitive, and brand promotion and crowd location are important factors for vending machines to sell clothing. In the process of marketing, fast fashion clothing brands are more accurate in targeting. The marketing that grasps the needs of consumers is the target group of customers who gain a larger share of the market.
關聯:	華岡紡織工程期刊 Vol.26, No.1, 2019-12, p.26-33
顯示於類別:	[紡織工程學系] 學報-華岡紡織期刊

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