| 摘要: | 本研究的主旨乃是在探討大陸方面洗衣消費者的行為，使用EBM模式為理論，藉由消費者行為之變項，來研討消費者的行為模式。本研究統計方法是利用母體比例檢定及卡方檢定判定各種影響決策過程的變因對於消費者是否顯著及相關。以供作洗衣業者對未來行銷策略規劃做為參考之依據。研究結果顯示，學歷較高、收入較高，從事資訊業、軍公教、服務業之人仕，已婚、小家庭、家庭人口數為1至3人者為外洗率最高的族群。洗衣消費者最強調的是洗衣技術，並且會將難洗的、特殊的材質、高貴的，以及換季時，將衣物送交外洗。而洗衣消費者所關心的服務則是洗得乾淨、送衣物到家，以及包裝精美、衣物筆挺、熨燙優良，並學習衣物日常保養方法、難洗衣物之處理與褪色衣物之處理。對於洗衣業者而言，應當積極地針對上述的洗衣消費者之想法觀念，著手進行改善目前所提供的服務，改變現有的經營管理方式，改良現在的洗衣技能。如：現代化科技型洗衣店應當並改良現有的舊技術。而連鎖式的洗衣店，應當改良目前的洗衣技術與洗衣流程。並創立自己的品牌，讓消費者們知道有這家洗衣店，並前往消費。
The purpose of this study is researching launder behavior in china. And this study is basic on EBM theory, and le inflects policy process variance to equal variable to investigation launder consumer behavior, and by way of examination paper to check consumer model. The statistics of this study is to use Population proportion test and Chi-Square test to check if outstanding or interrelated. In order to laundry provide sale tactics in the fracture for laundry business to consult. The result of this study, we can know that the degree of school is high, the salary is high, their occupation is computer science, army, service, married, small family and the family population is one to three person, this group are highest will sent to professional laundering. Launder consumers emphasize washing technology, they will wash outside when they have hard to wash, expansive, special material, and the when the season change, they put the clothes to professional laundering, and they are care laundry’s service. It is above washing clear, taking to home, packing beautiful, and clothes straight, and press find, to tech washing preserve clothes, to deal with hard washing clothes. For laundry, it should be improve service, manage of operate and skill for launder consumer’s opinion and a point to of view. For example: the morden technology washing store should improve the old skill now. Then the chain washing store should improve the skill in hand and the process of washing. And also create his mark to let consumer know this washing store, and go to shopping. |
