文化大學機構典藏 CCUR:Item 987654321/22635
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/22635


    Title: 流行運動服飾消費文化之相關研究
    Authors: 黃毅恒；蕭美鈴
    Contributors: 中國文化大學
    Keywords: 運動服飾
    青少年穿著文化
    消費者心理學
    運動品牌
    Date: 2007-06-01
    Issue Date: 2012-05-25 11:37:54 (UTC+8)
    Abstract: 存在於時下年輕人的次文化中，表現出不同的服飾穿著價值觀以及年輕消費族群對現今國內五家運動品牌大廠的看法。本文的目的是以實證性的角度去探討，現代年輕人消費者的服飾穿著風格與品牌的取向為何，以及五家品牌的定位。研究結果得到：一、愛迪達為五種品牌中最受年輕人喜愛的品牌。二、時下年輕人的穿著風格多為運動休閒風。三、大部份年輕消費者不會因代言人而影響消費意願。四、產品外型為年輕人選擇品牌的重要指標。

    There are different clothing wearing values in the subculture of youngpeople nowadays. The purpose of this article is to investigate what style of wearing and trademark do they want, and the orientation of the five brands study, some conclusions are 1. Adidas is the favorite tag for young people. 2. The style of sport is in the majority for young people nowadays. 3. Most young consumers would not chang their mind by mouthpiece. 4. The outline of products is the important norm that young people to choice.
    Relation: 華岡紡織期刊 14卷2期 P.103-110
    Appears in Collections:[Department of Textile Engineering ] Journal of the Hwa Gang Textile

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