| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 90 === In the past few years the fast economical growth of Taiwan brought in high consumption society. Which also made the Y generation adolescents gradually tends to buy fashion products to show off, hoping this will advertise the uniqueness and the possession of money, which will cause jealousy and envy of the same generations, which leads to the next step of becoming the opinion-ship of a colony. In virtue of brand clothing shows the identity of one self at first glance, it became the adolescents best choice and satisfaction motive of conspicuous behavior. However the researches related to this field in Taiwan are few, it’s worth to take a step forward to confer.
This research used the buying bases of both general life style and brand clothing, to carry out between the market areas for the purpose to confer the relations of the Y generation’s expending in brand clothing and life style. Also uses the characteristic of conspicuous consumption value as the examine variable, to differentiate between groups to describe additionally.
The results of this research are as follows:
1. Using factor analysis, differences of life style could be categorized as follows: brand fanaticism, fashion hunting, prospect at sea, dissolute fantasize, endeavor independent, fame and success and exercise lover. The above seven factors together with the amount spent in brand clothing and frequency as the basis of division. Cluster analysis, revealed that consumers could be meaningfully grouped into four groups.
2. The four groups are: repeat what others say, self-contained, lonely youth-hood and fashion precursor, the five characteristics of conspicuous consumption are: money concept, brand garment, opinion-ship, uniqueness, jealousy, envy and clothing consumed to view the variations between the four groups.
3. The group of ‘repeat what others say’ had the most numbers, shows average in every concept, doesn’t pay much attention to material life and brand clothing, instead they have more interest in athletic clothing. Where as ‘self-contained’ people had the lowest expend of conspicuous garment consumption, they are more concentrated in the moral life and also had bad interaction with friends and schoolmates. Fashion precursors tend to take appearances and fashion information seriously, hoping by wearing brand garment will attract the sight of envy and also become the opinion-ship within the group. Lonely youth-hood has high level of material principle but does not have a sense of security. They wish to obtain others approve by the brand clothing they wear, which this consuming habit has the most aberration.
The conclusion and suggestion for this research will be in compliance with demarketing, according to the group’s expending habits mentioned above, to propose the correct ways of clothing purchase and values.
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