以网络分析工具进行T-Shirt消费者偏好之研究

Study of Consumer Preference on T-shirt by Network Analysis Tool

以网络二维式尺度分析工具对15件绘制动物图案的T-Shirt产品的消费者偏好进行调查,有效受测人数为49名,再对15件T-Shirt产品的图案造型风格与营销定位给予研究。透过网络分析工具调查之坐标值数据进行后续的量化研究,得到"缤纷动物艺术风格"明显的为一般消费者所偏好,而S11以女性消费者的接受度为较高。在产品推广方面可配合户外活动之置入性营销来刺激买气,增加T-Shirt产品的曝光机会,进而带动业绩的成长。

This paper conducts a questionnaire on the consumers＇ preference to 15 T-Shirts with painted animal patterns via a two-dimensional network scale analysis tool.The number of valid subjects is 49.It then studies the styling and marketing positioning of the animal patterns on these 15 T-Shirt products.Through the quantitative research on the coordinate value with the network scale analysis tool,the paper finds that the style of colorful animal patterns obviously attracts common consumers;while,S11 is mainly favored by female consumers.Therefore,the paper concludes that more outdoor activities with placement marketing can be added to product promotion so as to increase the exposure opportunities of the T-Shirt products and thus boost their development.