| 摘要: | 如何感受自己的身體，會影響我們對於美的追求，如：服飾色彩、質地、線條和比例等(Domzal & Kernan, 1993)，而身體意象可能會影響我們對於外表的感受及追求，包括在服裝的購買上。
本研究擬探討身體意象對服裝購買評估準則之影響，及在流行意識的干擾之下，所產生的變化。
研究樣本以台北市及台中市區、年齡在26歲到60歲之間之成年女性為受訪對象，問卷實際發出350份，收回324份，扣除廢卷12份，有效問卷為312份，台北市252份，台中市60份，回收率為89.14%。
研究結果發現身體意象對服裝購買評估準則呈現正向關係；流行意識對身體意象與服裝購買評估準則沒有干擾效果。此結果將有助於相關業者了解身體意象對消費者購買服裝的影響，並釐清流行意識的角色，提供有效的建議，做為各項運用的參考。
This research is to discuss the body image to the clothing purchase evaluation criteria the influence and in the fashion consciousness the influence situation under disturbance.How to feel your body, it will affect us for the pursuit of beauty, such as: clothing color, texture, lines and proportions.(Domzal & Kernan, 1993), and body image may affect our for the appearance of the feelings and pursuits, including clothing purchase on. This study was to investigate the body image on the impact assessment criteria buy clothing, and interference in the popular consciousness un-der the resulting changes.
Study sample in Taipei and Taichung area, aged 26 to 60 years old adult fe-males between respondents, the actual questionnaire sent 350 copies, 324 were re-covered, less waste volume 12 copies, 312 copies of valid questionnaires，Taipei City 252, Taichung 60, the recovery rate was 89.14%.
The results showed that body image on clothing purchase positively related evaluation criteria; popular awareness of body image and clothing purchase evalua-tion criteria does not interfere with results. The results will help to understand the relevant industry body image effects on consumers to buy clothing and clarify the role of popular consciousness, to provide effective recommendations, as the use of a reference. |
