以聯合分析法探討媽媽包外型喜好之研究

A Study on the Preferences of the Mother's Bag by the method of Conjoint Analysis

媽媽包出現就是讓家長和孩子在享受親子休閒活動時，也減輕外出的負擔。為了瞭解使用者對於媽媽包外型樣式的需求及喜好程度，本研究經樣本收集分析與訪談初步建立媽媽包外型屬性與水準，之後再進行問卷調查與聯合分析，得知最佳外型的屬性與組合方案。再一次進行訪談，最後得知差異因素並與結果做比對達成研究目的。研究結果顯示：1.媽媽包四項屬性要素包括：手提帶、類型（背法）、裡外隔層與肩帶（背帶），使用者最先考慮因素為類型（背法），其次手提帶長度，第三肩（背）帶是否有減壓設計，最後才是裡外夾層的數量。2.受測者最喜歡的媽媽包外型組合為斜背包、長提帶、有減壓設計的肩（背）帶及較多的裡外隔層；最不喜歡的組合為多功能背法、短手提以及無肩（背）帶設計。3.從男、女性別喜好分析中，男性會選擇輕鬆便利的後背包且不需要太多隔層，女性則是選擇方便拿取的斜背包且需要較多隔層，另兩者都喜歡長提帶和有減壓設計的肩（背）帶。4.從家中小孩數量相較於喜好分析中得知，喜歡的組合差別主要在於隔層數量，而家中孩子少的家庭較喜歡隔層數量少，家中小孩多的家庭較喜歡隔層數量多。

Mother’s bag was created to let the parents to enjoy leisure activities with their children while having less burden when going out. To understand users’needs of and preferences for mother’s bag, this study has firstly identified the attributes and standards of the appearance of mother’s bag through sampling and interviews; and then carried out a questionnaire survey and conjoint analysis to know about the attributes of the best booking mother’s bag and the combination thereof. This study then conducted another interview to determine difference factors and compare them with the results in order to reach the objectives of this study. The study results indicate that: 1. Mother’s bag has four attributes, including the hand straps, type（carrying method）, inner/outer partition and shoulder straps. The users’first consideration is the type of bag; second, the length of hand strap; third, whether a weight-reducing design is adopted for shoulder straps; and fourth, the number of inner and outer partitions. 2. Surveyed subjects’favorite combination of mother’s bag is shoulder bag with long hand straps, weight-reducing shoulder straps and many inner/outer partitions; and the combination that they like the least is multiple carrying methods, short hand straps and no shoulder strap. 3. According to the gender-based preference analysis, men tend choose the easy-to-wear and convenient backpack without too many partitions, whereas women tend to choose the easy-to-hold shoulder bag with many partitions. Besides, both men and women like mother’s bag with long straps and weight-reducing shoulder straps. 4. According to the preference analysis based on the number of children, the major difference is the number of partitions, where families with less children like less partition and families with more children like many partitions.