| 摘要: | 近年來紫外線引起的皮膚病變受到相當的注意，許多報告也提及日曬與皮膚癌的關聯，然而休閒生活卻對追求健康的現代人愈發重要。現在因全世界大量使氟氯碳化物，不自覺破壞大氣層中的臭氧層，致使地面紫外線輻射大增加，影響人體健康，引發紅斑、黑化、和皮膚癌，且紫外線也是使紡織品褪色脆化的罪魁禍首。為避免紫外線影響人體健康，首先有防紫外線的化妝品出現，接著便是防紫外線紡織品的開發，其不但可以保護人體，且可以防止紡織品褪色及脆化。本研究首先從相關資料了解抗紫外線(ultraviolet , UV)織物產品的特性和市場概況，並調查抗UV物產品一般消費行為，更進一步依購買涉入量表將消費者分為高、中、低購買涉入，了解不同購買涉入程度的消費者是否有不同的消費行為發生。研究結果顯示，購買涉入程度不同會受到性別的影響，而不受年齡、教育程度、職業、月收入、婚姻狀況所影響；此外，不同購買涉入程度之抗UV產品消費者，其訊息來源、對UV傘的最高意願價位、購買決策者、購買UV傘的價格、對產品耐用性及售後服務的滿意程度亦有所不同。本研究亦依據分析結果，針對防紫外線織物產品在產品、價格、促銷和通路提出適當建議。
The skin diseases that caused by ultraviolet (UV) rays made quite huge attentions in late years. Many reports also mentioned about the relationship between sunlight and the skin diseases, however, most people who live in modern time believe it is important to pursuit of a healthier live by doing those outdoor activities. Nowadays, people use a large amount of Freons which can be destroyed the ozonosphere of the atmosphere layer. The ultraviolet rays rapidly grew up by this effect and it also brought people some kinds of skin diseases. Moreover, the ultraviolet ray is the major factor of color fading and crisped of the fabrics. In order to avoid that ultraviolet rays might affect human health, there are some Anti-UV cosmetics, which has been present in the market lately. And, the development of ultraviolet fabrics will be the following product. They are not only to protect human bodies but also offer some prevention of color fading and crisped in fabrics. First, this research will let to understand the characteristics and general marketing conditions of the ultraviolet-fabrics from some relevant information. Then, it investigated the consumer behaviors of the ultraviolet-fabric products. More further, according to the purchasing-involvement table, it divided consumers into high, medium, low purchase involvement, to understand whether different level of purchasing-involvement consumers will have different consumer behaviors. The result of this research shows, the different level of purchase involvement will affect by gender, but it won’t affect by age, education level, occupation, monthly income, and marriage condition; besides, the ultraviolet-product consumers with different level of purchasing involvement will have different opinions on their information resources, their accepted price of the UV umbrella, purchasing decision makers, the price of the UV umbrella, and the satisfaction with the service after buying the UV products. This research also gives some properly suggestions according to the ultraviolet-fabrics with its products, pricing, marketing, and selling. |
