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研究生:王宣雅
研究生(外文):WANG, HSUAN-YA
論文名稱:自我概念、身體意象與服飾購買意願關係之研究 -以時尚選品店為例
論文名稱(外文):The Effect of Self-Concept and Body Image on Clothing Purchase Intention – Take Fashion Select Shop as an Example
指導教授:葉立誠葉立誠引用關係
指導教授(外文):YEH, LE-CHANG
口試委員:周建亨陳津美
口試委員(外文):CHOU, CHIEN-HENGCHEN, CHIN-MEI
口試日期:2023-09-19
學位類別:碩士
校院名稱:實踐大學
系所名稱:服裝設計學系碩士在職專班
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:85
中文關鍵詞:自我概念身體意象購買意願選品店價格敏感度
外文關鍵詞:self-conceptbody imagepurchase intentionselect shopprice sensitive
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  • 下載下載:22
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本研究欲從自我概念與身體意象切入探索人們對自我認知與其消費行為之間的關聯。了解消費者特徵、偏好、購買行為方能建構消費者輪廓以便更精準地找到利基市場(Niche),更好地提供目標客群所需之產品。
千禧世代較廣泛的定義之一,是出生於1980年代中期至2000年代初期之間的這群人,他們被視為未來十年全球經濟的重要支柱。且服裝類選品店市場消費者以女性為大宗。因此本研究以問卷調查為研究方法,研究受測對象為購買過選品店商品的22至39歲台灣女性消費者。問卷內容包含自我概念量表、身體意象量表、購買意願量表、價格敏感度量表、服裝屬性偏好表以及個人基本資料;計分方式採用李克特(Likert scale)五點尺度量表。以敘述性統計分析、因素分析與信度分析、相關分析與階層迴歸分析對問卷調查結果進行統計檢定。
研究分析結果顯示自我概念和身體意象皆與選品店服飾的購買意願呈正向關係。也就是說消費者的自我概念和身體意象能夠影響其對於選品店服飾的購買意願;且其自我概念和身體意象愈正向,購買意願愈強。另外,價格敏感度對於自我概念與購買意願間之關係具有干擾之效果,但干擾效果不顯著。且對於身體意象與購買意願間之關係也具有干擾之效果。

This study intends to explore the connection between consumer's self-cognition and consumption behavior from the perspective of self-concept and body image. Understanding consumer characteristics, preferences, and purchasing behaviors is vital for constructing consumer persona, also, it helps us to find niche markets more accurately and provide products that suits target customers better.
One of the broader definitions of Millennials is the group of people born between the mid-1980s and early 2000s. They are important for global economy in the next decade. Moreover, the majority of consumers in the clothing select shop market are women. As a result, this study uses questionnaire survey as the research method, and the subjects of the study are Taiwanese female consumers aged 22 to 39 who have purchased products from the selection shops. The survey comprised of five sets of questionnaires concerning self-concept scale, body image scale, purchase intention scale, price sensitive scale, clothing attributes and personal basic information. Adopting five-point Likert scale. Descriptive statistics, factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis were employed to statistically analyze the survey results.
The research analysis revealed a positive correlation between self-concept, body image, and the purchase intention of select shop clothing. This indicates that consumers' self-concept and body image have the ability to influence their purchase intention towards select shop clothing, and the stronger the positive self-concept and body image, the stronger the purchase intention. Furthermore, price sensitivity has a moderating effect on the relationship between self-concept and purchase intention, as well as on the relationship between body image and purchase intention, but the interference effect is not significant.

誌 謝 1
摘 要 2
Abstract 3
內容目錄 4
圖目錄 5
表目錄 6
一、緒論 7
1-1研究背景與動機 7
1-2研究目的 8
1-3研究流程 10
1-4研究架構 11
二、文獻探討 12
2-1 自我概念 12
2-2 身體意象 15
2-3 購買意願 17
2-4 選品店 20
2-5 價格敏感度 22
2-6 研究假說 23
三、研究方法 24
3-1資料來源與資料蒐集方法 24
3-2變數操作性定義 24
3-3問卷設計 25
3-4樣本結構 32
3-5資料分析方法 32
四、實證結果 33
4-1敘述性統計分析 33
4-2信度分析 48
4-3各構面相關分析 55
4-4假說檢定與階層迴歸分析 58
五、結論與建議 64
5-1研究結論 64
5-2管理意涵 65
5-3研究限制與後續研究建議 66
參考文獻 67
附錄 研究問卷 74


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