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標題: 服飾之零售通路偏好與購物干擾之知覺分析
Apparel Retail Channel Preference and Its Linkage to Shopping Irritant Perceptions
作者: 游瑜盈
Yu, Yu-Ying
關鍵字: Clyde A. Warden;Y世代消費者;購物知覺干擾;服飾消費;購物導向
出版社: 行銷學系所
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This study investigated Generation Y consumers' apparel retail channel preferences, perceived irritating aspects of environmental cues and the linkage of retail preferences and perceived irritability. Shopping orientations and questions related to patronage of five types of retail outlets (i.e., night markets, generic clothing stores, department stores, specialty stores, and internet) were considered in this study. Four dimensions of shopping irritants, ambient, design, crowdedness, and sales personnel, were factorized to indicate what likely to occur in local apparel retail settings. A consumer survey was administered following age and gender distribution of the population between the ages of 17 and 34. Total valid samples were 204.

Apparel retail channel preferences were utilized to segment respondents into four groups, including night market shoppers, department store shoppers, internet shoppers, and non-specific channel shoppers. Results showed that night market shoppers were less irritated by ambient irritants. Internet shoppers would be irritated by untidiness at night markets as included in the design dimension. Department store shoppers would feel irritated with unsatisfactory services caused by sales personnel at night markets. Generation Y consumers with different retail preferences have distinct reactions while facing the irritating situations caused by ambient, design, and sales personnel at night markets while purchasing apparels.
其他識別: U0005-1608201123423600
Appears in Collections:行銷學系所

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