樂活意識對服飾消費態度之影響

The Effect of LOHAS toward Consumers' Attitudes for Clothing Purchases

本研究主要目的為了解不同程度樂活意識與服飾消費者購買態度之關係。採自填式問卷調查法，發放對象以臺灣台北地區與屏東地區的消費者為主。回收共計697份，有效問卷為307份（台北地區161份；屏東地區146份）。結果發現具有樂活意識較高程度與樂活意識較低程度之新世代消費者對於服飾的購買態度呈現顯著差異，反而在樂活意識較高程度之新世代消費者其人口統計變數對於服飾的購買態度呈現無顯著差異。

The purpose of this study was to examine the relationships between the different levels of LOHAS and consumers' attitudes for clothing purchases. The self-administered questionnaire was used to collect data from Taipei and Pingtung in Taiwan. Overall, 697 questionnaires were obtained. After the screening of the questionnaires, for a total number of 307 questionnaires (161 of the questionnaires from Taipei and 146 of the questionnaires for Pingtung) were eligible for analysis in this study. The results revealed that there were significant differences between low and high levels of LOHAS of consumers' attitudes for clothing purchases. However, there were no significant differences between the high level of LOHAS of consumers' attitude and the demographic background for clothing purchases.