Chinese Culture University Students Decision Factors of Buying Sports Wear

Abstract

This study is based on questionnaires to explore user functional sports wearing decision factors. After analyzing the experimental data we can find out the important sequence of purchasing sports wearing decision factors, its difference between the students of textile engineering and non- textile engineering and understand the view of consumer purchasing. As results, it was found a direct ratio of consumer’s incoming and clothing spending. Besides, the social network has become the consumer’s main sources of sports wearing. Ultimately, the important purchasing sports wearing decision factors are price, the design color of style and comfortable. Therefore, advising company may concern on developing network marketing, conducting more promotions and providing individual custom-made servicing based-on study results.

• Sports Wearing
• Decision Factors
• Monthly Incoming
• Monthly Clothing Spending

摘要

此研究主要是以問卷來探討運動成衣的使用者對於運動成衣的購買決策因素。再由實驗數據分析後我們可找出購買運動成衣決策因素的重要性排序，紡織工程學系與外系學生的決策因素重要性排序相異性，了解消費者對於產品的看法。得知消費者的收入及置裝費用成正比，網絡社交平台成為消費者的運動成衣主要資訊來源，而價格、款式設計用色及舒適為較重要決策因素。並針對以上結果，建議廠商發展網絡行銷，多舉辦促銷活動，提供個人化客製服務。

• 運動成衣
• 決策因素
• 月置裝費
• 月收入

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