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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92204
Title: | 購買壓⼒襪之消費者⾏為研究 A Study on Consumer Behavior towards Compression Stockings |
Authors: | 陳⽂琪 MAN-KI CHAN |
Advisor: | 林怡秀 Yi-hsiu Lin |
Keyword: | 壓⼒襪,消費者⾏為,市場營銷,購買動機,資訊來源,考量因素,交易特性, compression socks,consumer behavior,marketing,purchasing motivation,information search,evaluation of alternatives,information searchintransaction methods, |
Publication Year : | 2024 |
Degree: | 碩士 |
Abstract: | 現代都市⽣活⽅式中,⾧時間久坐或久站已成為主要特徵,然⽽這種⽣活⽅式與眾多健康問題密切相關。穿戴壓⼒襪被視為改善這些健康危害的有效⽅法之⼀,反映了壓⼒襪市場的潛在巨⼤,探討壓⼒襪消費者之⾏為可以更精準地了解消費者的需求和讓企業更易於製作⾏銷計劃。⽬的: 探討壓⼒襪消費者的不同⼈⼝變項和購買⾏為變數在壓⼒襪市場的分佈情形,深⼊瞭解消費者在購買壓⼒襪時的動機、資訊來源、考量因素和交易特性,並分析與不同⼈⼝背景之間的關聯性。⽅法: 以中國、⾹港和臺灣地區曾經購買壓⼒襪的消費者為研究對象,使⽤線上問卷調查法進⾏調查,採⽤便利抽樣法,共回收 313 份問卷。利⽤ SPSS 軟體進⾏統計分析,包括敘述統計分析和卡⽅分析。結果: (⼀)消費者主要為⼥性,年齡集中在 21-40 歲之間,職業以服務業為主,收⼊中等偏⾼,具有⼤學學歷。消費者購買壓⼒襪的主要動機為舒緩腿部不適以及預防靜脈曲張和⾎栓形成,資訊來源來⾃親朋好友推介或網絡資訊,購買決策受到舒適程度、產品功⽤和性價⽐等因素的影響。(⼆) 購買動機與不同性別、年齡、職業和每⽉收⼊呈相關性(三)資訊來源與不同背景均呈相關性,(四) 考量因素與年齡、職業和教育呈相關性,(五) 在交易特性⽅⾯,不同性別、職業和每⽉收⼊與壓⼒襪消費者之間的購買種類存在相關性,不同性別、年齡、職業、每⽉收⼊和教育程度的壓⼒襪消費者在購買價格上均呈現相關性,不同年齡、職業、每⽉收⼊和教育程度的壓⼒襪消費者在購買頻率呈相關性,不同年齡、職業和每⽉收⼊的壓⼒襪消費者與購買通路之間存在相關性,消費者的⼈⼝背景特徵與壓⼒襪的購買⾏為有⼀定的影響,這些結果可對企業制定市場營銷策略提供了重要參考。 The modern urban lifestyle is characterized by prolonged periods of sitting or standing, which are closely associated with various health issues. Wearing compression socks is considered one effective method to alleviate these health hazards, reflecting the vast potential of the compression socks market. Exploring consumer behavior regarding compression socks can provide a more precise understanding of consumer needs and facilitate the development of marketing strategies for businesses. Purpose: This study aims to investigate the distribution of demographic variables and purchasing behavior variables among consumers of compression socks, to gain insights into consumers'' motivations, information sources, considerations, and transaction characteristics when purchasing compression socks, and to analyze the correlation with different demographic backgrounds. Methods: Consumers who have purchased compression socks in China, Hong Kong, and Taiwan were surveyed using an online questionnaire. Convenience sampling was employed, and a total of 313 questionnaires were collected. Statistical analysis, including descriptive statistics and chi-square analysis, was conducted using SPSS software. Results: (1) Consumers are predominantly female, aged between 21 and 40, employed in the service industry, with moderate to high income levels and a college education. The primary motivations for purchasing compression socks are to alleviate leg discomfort and prevent varicose veins and blood clots. Information sources mainly include recommendations from friends and family or online sources, and purchasing decisions are influenced by comfort, product functionality, and value for money. (2) Purchasing motivations are correlated with different genders, ages, occupations, and monthly incomes. (3) Information sources are correlated with various backgrounds. (4) Considerations are correlated with ages, occupations, and education levels. (5) Regarding transaction characteristics, the types of compression socks purchased are correlated with different genders, occupations, and monthly incomes. Purchasing prices are correlated with different genders, ages, occupations, monthly incomes, and education levels. Purchase frequencies are correlated with different ages, occupations, and monthly incomes. Purchasing channels are correlated with different ages, occupations, and monthly incomes. The demographic characteristics of consumers have a certain impact on the purchasing behavior of compression socks, providing important references for businesses to formulate marketing strategies |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92204 |
DOI: | 10.6342/NTU202400641 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 運動設施與健康管理碩士學位學程 |
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ntu-112-1.pdf Restricted Access | 1.98 MB | Adobe PDF |
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