台灣女性購買胸罩之評估準則：I.質性研究

The Decision Rules of Bra-Purchasing in Taiwanese Women: I.A Qualitative Research

隨著社會風氣開放與生活水準提升，女性購買胸罩已不再是隱蔽話題，消費者在胸罩選擇上經常受到內心購買決策影響，不同廠商展現的特色也是影響選購的主要原因，能夠獲得顧客青睞且滿足其需求之商品，才能帶來良好購買感受並創造高額營收的雙贏局面，業者如何透過了解消費者選購需求來達到永續經營也成為值得重視的議題。本研究旨在探討女性於實體通路購買胸罩時的各項評估因素。運用質性研究專家訪談法，透過十位銷售業者進行訪談，然後將訪談內容全程錄音並經由資料內容分析後，依據十位銷售人員的訪談結果，整理出女性購買胸罩評估因素來源有「外觀樣式」、「機能特性」、「購買感受」、「媒體訊息與業者形象」、「行銷方式」五大構面及二十二項因素指標，可用來解釋女性購買胸罩時其相關評估因素之架構初稿。透過本研究結果，可用來分析探討現今女性購買胸罩時的評估因素。將提供國內製造廠商及門市銷售人員更進一步了解，並做為各業者銷售時之參考依據。

The purchase of undergarments including bras are no longer kept a secret nowadays given the more open mindset of society and the improved living standards. During their selection, women are often affected by their purchase decisions during selecting a brassiere; different product features showed by manufacturers are another major factor. Only a product meeting the customers´ preferences and demands can bring a win-win situation that customers obtain positive purchase experience and businesses get high revenue. Consequently, determining the consumers´ purchasing demands to achieve sustainable operations has become the primary concern of enterprises. This paper attempts to explore the different factors considered by women when buying a brassiere at physical stores.Expert interviews were used for ten sales personnel. With the full-time recording of interviews and analysis of contents, it sorts out that the consideration factors include appearance style, functions and features, purchase feelings, media messaging and business image, and marketing, forming five dimensions and factor indexes to illustrate the preliminary framework consideration factors in purchasing a brassiere.The research results can be used to analyze the consideration factors by women when buying bras, which can provide for a solid reference for domestic manufacturers and sales personnel.