小宇 asked in 社會與文化語言 · 8 years ago

幫忙翻譯英文 非常緊急

潮流品牌服飾的快速蓬勃發展與流行,導致許多的業者一窩蜂搶進潮流品牌服飾的市場。但是對於潮流品牌服飾之消費者購買行為此方面的相關研究卻相當缺乏,在台灣除了藉由媒體報導外始終無正式史實資料與研究,故潮流品牌服飾的主理人與業者在經營品牌時,對於消費者的需要與行為根本無任何參考依據。因此,本研究擬以層級分析法,針對消費者在購買潮流品牌服飾時所考量的決策因素進行分析與探討,以過去曾經購買過潮流品牌服飾或目前仍會購買潮流服飾的消費者為研究對象,依據文獻探討及第一階段問卷,彙整出消費者購買潮流品牌服飾之決策因素,包括四大構面及15項評估準則,建立AHP層級架構,並探討各評估準則之重要性與排序。

研究結果發現,消費者購買潮流品牌服飾之決策因素,就整體而言,在四大構面中,消費者認為在選購潮流品牌服飾時,最重視的是服飾的整體感與外觀。而在15項評估準則中,消費者最重視的前三項準則分別依序為:獨特性、適合自己、設計/色彩。而最不受重視的五項準則依序為:舒適性、產品品質、耐穿性、布料、服裝結構。本研究之結果,得使潮流品牌服飾的主理人與業者能更進一步的瞭解消費者的需求與購買決策方向,進而協助其使品牌得以永續經營與發展。

名詞英文:

潮流品牌服飾 trendy brand apparel

層級分析法 Analytic Hierarchy Process Theory

評估準則 evaluative criteria

獨特性 Uniqueness

適合自己 Suits my personality

設計/色彩 Design/Color

舒適性 Comfort

產品品質 Quality

耐穿性 Durability

布料 Fabric

服裝結構 Construction

1 Answer

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  • 8 years ago
    Favorite Answer

    Power flow fast thriving and popular clothing brands, resulted in many businesses rush en masse into the tide brand apparel market. But the tide brand clothing consumer buying behavior related to this area of research is rather lacking, in Taiwan not only through media reports but always no official historical data and research, trend leading people and companies are in the business of brand clothing brands, consumer needs and behaviors without any reference at all. So, this research intended to level analysis method, for consumer in purchase trend brand dress Shi by considered of decision factors for analysis and discussion, to past had purchase had trend brand dress or currently still will purchase trend dress of consumer for research object, pursuant to literature discussion and the first stage questionnaire, meeting whole out consumer purchase trend brand dress of decision factors, including four frame surface and the 15 items assessment guidelines, established AHP level schema, and discussion all assessment guidelines of importance and sort.

    Research found that consumers purchase decision factors of the dress trend brand, as a whole, in four dimensions, when consumers think that buying trend clothing brands, is of the most importance to the overall look and appearance of the garment. 15 evaluation criteria, the most importance to the first three criteria in order to: unique, fit, design/color. And most neglected five criteria in order to: comfort, quality, durable, fabric and garment structure. Results of this study, the tide brand clothing in charge of people and businesses to go further in understanding consumer needs and purchasing decisions, thus aiding their sustainable management and development of the brand.

    2012-06-12 21:28:46 補充:

    字太多,所以沒有打中文.

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