Empirical Study of Consuming Decision in Women’s Bra-An Example of Taiwan’s Northern and Southern Department Stores

• Main Authors: Li-An Chen, 陳麗安
• Other Authors: Mei-Ling Hsiao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6n6n5h

碩士 === 嶺東科技大學 === 流行設計系碩士班 === 103 === A procedure is Fashion is not a history of fractures, but on the cycle time of popular innovation, change and create new retro style. Women’s underwear is one of the most complicated costumes, through the studies of history can provide a better understanding on evolution of women's underwear in fashion history and the value of beauty standard’s, also can represent the symbols of fashion industry and the development path. It turns our lives into the soul works of art. In this study, EKB (Engle, Kollat & Blackwell), “Consumer Behavior Model”, “Need Recognition”,” Information Search”, “Alternative Evaluation”, “Purchase Decision”, and “Post-Purchase” and other decision-making processes. The data is based on the valid 208 surveys out of 300, which are provided from female consumers in department stores. The research measurements include: consuming decision, personal preferences of bra’s kinds, consumer’s personality. According to the analysis of collected data, One way ANOVA and Pearson's Chi-Squared test. The results show, 1. The results of the study show that the female priority and reasons of purchasing bras, the first was the Bra of the Advertising (endorsement) (75.5%). the second was the Bra of the promotions in the stores (47.1%). The third was the Bra of the physical changes of their bodies (26.4%). 2. The results of the study show that the female priority and reasons of purchasing bras, the first was the Bra of the type and functionality (67.8%). The second was the Bra of the promotions in the stores (47.1%). The third was the Bra of the physical changes of their bodies (26.4%). 3. Customer loyalty to buy the same bra is affected by, the first was the Bra of the version of unstable and discomfort (75.5%). The second was the Bra of the stripes slip off (49.0%). The third was the Bra of the Bad material difference and airtight (44.7%). and so will affect repurchase intention. 4.The factors of effecting women's preferences on bras, the first is cutting and ergonomic function. The second is moisture transferring. The third is the cladding mamma accessoria of axillary, and the last is push-up bra. The research proves, the attention to and improved material of women’s underwear, ergonomics, design and function, It’s the product marketing Substitute customer’s core value. This study suggests the design should have a professional designer underwear basis, but also have the ability to keen market sense and accurate forecasting trends. Additional aesthetic values of the modern economy effects women's underwear co0nsumption behavior, not only to meet the basic physiological and functional design requirements, while women must be sublimated into spiritual self-realization of growth and demand for aesthetic identity hidden spending to cope with women's underwear fashion merchandising design direction.