The Study of Customer’s Cognition of Heat-generating Clothing on Materials in Taiwan

Abstract

This survey shows that most of the interviewees never bought a heat-generating clothing but are willing to buy one in the future. Moreover, the consumers who have bought a heat-generating clothing expressed that they will buy again and recommend to their family and friends.We can see the heat-generating clothing is expanding and developing in Taiwan market. Furthermore, the result of cross analysis shows us that the interviewees generally do not have enough knowledge of how heat-generating clothing can help us stay warm. They also consider that the heat-generating clothing has low relation to fashion. In fact, they primarily think its demand is health reasons.

• Heat-Generating Clothing
• Warmth

摘要

本研究分析結果顯示，大部分受訪者未曾購買過發熱衣，但對於將來購買的意願高，而且有購買發熱衣經驗的消費者，續購性與親友推薦意願都頗高，顯示出發熱衣在台灣巿場有擴展的趨勢和持續發展的空間。另外，交叉分析結果顯示，受訪者對於發熱衣的保溫特性之認知普遍不高，並認為發熱衣與時尚流行性之關連性頗低，主要認為發熱衣是以健康性訴求為主。

• 發熱衣
• 保溫

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