Motivations and Influence Factors of Consumers' Wedding Dress Buying Decisions

• Main Authors: CHEN, YI -CHANG, 陳奕錩
• Other Authors: 曾光華
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/mrutk5

碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 106 === Taiwan is the world's largest exporter of wedding dresses, and Taiwan's design of wedding products has been recognized by countries around the world. In terms of quality and popular elements, it is also in sync with Europe and the United States. But, it is a pity that the wedding market in Taiwan has long been shackled in the form of rental model, which makes the market full of old wedding dresses for consumers to choose. However, with the change of consumption mode, the younger generation who grew up in the developed network is affected by the tide of globalization. It is a trend that cannot be ignored to buy a wedding dress that suits your style and create a wedding that belongs to you. In this study, I interviewed the North, Central region and South bridal shops and consumers who bought wedding dresses, married within one year, are about to get married, and are ready to get married. Trying to analyze the factors that affect consumers' purchase of wedding dresses, from supply the wedding industry and consumers demand both ends. The results of the research hope to effectively understand the needs of consumers in the wedding design industry, wedding production industry, wedding dress retailers, in order to design suitable wedding products, supporting measures, service plans and marketing strategies to respond to meet consumer expectations. Research Conclusions that bridal shop do not provide retail services, the "interests" are the main factors. Due to the cost of renting will be lower, and the risk will be relatively small and the income will be faster. The usefulness and accuracy of information really shortens the decision-making process for consumers, and also bringing significant consumption benefits. "Price factor": The personal economic budget is the most important factor affecting consumers' purchase of wedding dresses. The purchase of wedding dress consumers focus on uniqueness and commemoration - "personal value" thinks: Wedding is only once in a lifetime, must have their own most luxurious wedding dress. Consumers who rent wedding dresses focus on practicality - "financial value" thinks: Wedding dress can only be worn once, not worn in general time. Although the wedding dress can achieve "personal value" through leasing, however it is necessary to reduce the expectation of the wedding dress. If the "price" is within a reasonable range, (1) the consumer is unable to satisfy himself. (2). There is no alternative selectivity. (3). Increase the practicality of the wedding dress; they will change to purchase . Happiness comes from its own satisfaction, and a beautiful wedding dress can make the bride feel happy. Consumers think that wedding dresses should be beautiful, to show their own style, to create a plus effect, because become beautiful will make the bridal feel very happiness, the atmosphere at that moment of the wedding makes the bride happy because of satisfaction.