英文摘要 |
The purpose of the study was to explore the consumer values toward the functional clothing. This study has conducted three focus group interviews. Means-End Chain method proposed by Gutman (1982)was adopted to analysis the data. Total 24 participants have involved in the study. There were four types of personal values found to associate to the functional clothing. These four values are effective, economic, experienced and aesthetic value. A hierarchical value map was established according to how the participants connected the values with the product attributes. The results indicated that effective values were the most concerned by the participants. To adopt the functional clothing to satisfy the needs generated by the leisure and sport activities was the main route for participants consuming the functional clothing. Beside the price, how often and when the clothing can be wear were two main concerns appeared in the economic hierarchical route. Aesthetic values also play an influential factor on the evaluation of economic values. Participants’ knowledge of the textiles and the past consumption experience composed the experienced value route. |