我國洗衣消費者行為研究－以台北市為例

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题名:	我國洗衣消費者行為研究－以台北市為例 The Study of Launder Behavior - For Example Taipei City
作者:	楊惟婷申屠光張錦芳
贡献者:	紡工系
关键词:	EBM模式消費者行為洗衣消費者
日期:	2002-09-01
上传时间:	2012-06-06 13:12:02 (UTC+8)
摘要:	近年來由於核心家庭的興起，都會區人口，雙薪家庭增加，在追求效率及優質生活的型態，將衣物送外洗的家庭有逐漸增加的趨勢，隨著洗衣店的增加，洗衣業也由原本的單一店家開始轉型成連鎖店的型態，更形成中央工廠服務更多的消費者。其所意含的商機及都會區洗衣消費習性的改變，都逐漸受到重視。本研究是以EBM模式為理論，並且將其中影響決策過程之變數為變因，調查洗衣消費者的消費行為並經由問卷的方式驗證目前洗衣消費者的消費者模式，本研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。研究結果顯示居任在商業地區、職業為商、軍公教及自由業之人仕，女性、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；並且洗衣消費者強調洗衣技術，會將難洗、貴重、厚重、不得不洗的衣物、特殊材質的衣物送交外洗；而洗衣消費者所關心的服務則是洗的乾淨、包裝精美、衣物筆挺、熨燙優良、教授衣物日常保養方法、難洗衣物之處理與褪色衣物之處理。對於洗衣業者而言，應積極針對洗衣消費者之觀念與想法進行改善服務、經營管理與技能等項目；且對於可能的高消費族群，設計各項文宣與促銷活動可控制經支出與經營策略集中於消費者極為重視的項目，以減少無謂的經費與力量消耗，增進洗衣業的營運績效。 In the past few years,because of nuclear family to raise and develop,city population and twin salary increasing ,to seed efficiency and high quality life .It is gradually increase that family to send clothing to launder.To follow laundry’s increasing , launder business also from single store to chain of retail stores,even to form center factory to service more consumer ,It means the business chance and the consumer behavior change in city area are all accept attach important. This study is basic on EBM theory ,and le inflects policy process variance to equal variable to investigwation 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 study ,we can know that people who lived in business area,his occupation is business, army and free, woman , married ,small family and the family population is one to three person ,this group are highest will sent launder outside.Launder population is one to three person ,this group are highest will sent launder outside .Launder consumers emphasize washing technology,they will wash outside when they have hard to wash,expansive ,thickness,must to wash out side ,special material cloth,and they are care laundry’s service.It is above washing clear ,packing beautiful ,and clothes straight ,and press find ,to tech washing preserve clothes, to deal with hard washing clothes and to deal with color fading . For laundry,it should be improve service,manage of operate and skill for launder consumer’s opinion and a point of view. Moreover to design propaganda and on sale can control funds and manage of operate to centralize with consumer consider important point for high consume groups, decrease meaningless funds and manpower wear and tear,to increase laundry business’s manage of result.
關聯:	華岡紡織期刊 9卷3期 P.287 -302
显示于类别:	[紡織工程學系] 學報-華岡紡織期刊

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