台灣女性購買胸罩之評估準則：II.模糊德菲法與模糊層級分析法

The Decision Rules of Bra-Purchasing in Taiwanese Women :II.Fuzzy Delphi Methodand Fuzzy Analytic Hierarchy Process

對現代女性而言，購買內衣不再是私密性而是一種時尚的象徵。在先前的研究中，藉由質性訪談，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。本研究將利用模糊德菲法，以篩選女性購買胸罩之評估因子的共識；銷售人員共計發放30份問卷。再用模糊層級分析問卷調查法，再針對30位銷售人員調查，計算出女性購買胸罩評估因子之相對權重及絕對權重來綜觀評判整體最具有影響力之項目，。結果顯示，受訪業者認為女性顧客購買胸罩評估因素最主要來自於「外觀樣式」，而後依序排列為「機能特性」、「行銷方式」、「購買感受」、「媒體訊息與業者形象」。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 bras are no longer a secret nowadays but also a symbol of fashion for female. During their selection, women are often affected by many factors. Previously the qualitative interviews research results has already showed the five main dimensions as the following:〝appearance style〞, 〝function and features〞, 〝marketing〞, 〝purchase feeling〞, 〝media messaging and images〞 , including twenty-one important factors. In this study, Fuzzy Delphi Method is used to screen and appropriately evaluate relevant impact factors when purchasing a brassiere.0 questionnaires were distributed among the bras sales personnel, showing the same five sources of consideration factors as that obtained at the first stage. The Fuzzy Analytic Hierarchy Process was applied to calculate the relative weight and absolute weight of these factors, so as to comprehensively evaluate the most influential item. The results show that the interviewees believe that the first factor considered by a female customer when buying a brassiere is the appearance style, followed by function and features, marketing, purchase feeling and media messaging and business images, in this order.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.