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研究生：	楊富翔 Yang, Fu-Shiang
論文名稱：	Y世代女性消費者的流行涉入 FASHION INVOLVEMENT OF GENERATION Y FEMALE CONSUMER
指導教授：	莊雙喜 Chuang, Shuang-Shii
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2008
畢業學年度：	96
語文別：	英文
論文頁數：	66
中文關鍵詞：	Y世代女性消費者、價格知覺、人格特質、媒體使用、流行涉入
外文關鍵詞：	Media Usage, Personality Traits, Fashion Involvement
相關次數：	點閱：146 下載：6
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自上個世紀以降，隨著女性生活方式和生活各層面的劇烈變動，同時浮上檯面的除了爭取兩性平權外，還有兩性間在工作機會、社會尊嚴及薪資的平等。上述的情形影響了女性就業、職涯取向和時間分配，甚至導致角色負擔過重。美林證券北美經濟學家羅森博格更指出，女性勞動市場的膨脹率遠遠高過男性。
此論文的研究目的希望能以台灣島內選出的Y世代女性消費者為樣本，進一步確認流行涉入與其他選定變數間的關係。在固定了社會經濟人口特徵因子後，本論文以關聯和迴歸分析對下列變數進行調查：包括Y世代女性消費者接觸媒體頻繁度，個人特質(自信和公眾自我意識)及價格認知(價格/品質及知名度敏銳度)。
迴歸分析的結果顯示流行涉入與接觸媒體頻繁度間有密不可分的關係，而此變數可說是流行涉入的最佳預測指標。知名度敏銳度對流行涉入也有頗深的影響，因其指出了受試者對購買高知名度商品的認知是相當正面的。價格/品質和流行涉入也相互連結，因受試者認為，商品價格往往能忠實反映其品質。而分析結果則指出個人特質(自信程度和公眾自我意識)對流行涉入沒有顯著的預測能力。
就人口特徵進行迴歸分析與既有文獻是有一致性的。此研究在統計上有一顯著發現，也就是年齡和流行涉入兩者呈負關係。換句話說，年紀較輕的族群流行涉入程度反而較高。消費金額則和流行涉入呈正關係；當消費金額增加，流行涉入程度也隨之提升。

Over the past century, women’s lifestyle along with every aspect of living has altered dramatically that somehow brought forth a fight for equality between the two sexes, and also in terms of job opportunity, social respect, and compensation package. The above-mentioned circumstances have affected female employment, their career orientation, time allocation, and furthermore, induced role overload. David Rosenberg, investment banker and North America economist at Merrill Lynch, pointed out as well that the inflation rate of female labor supply is far higher than that of male's.
The purpose of this study is to measure the fashion involvement of the female Generation Y consumers selected island-wide, and to identify the relationships between fashion involvement and other selected variables. Having determined the socioeconomic demographic characteristics, the following variables were investigated with correlation and regression analyses: media usage, personality traits( self-confidence and public self-consciousness), and price perceptions(price/quality and prestige sensitivity) of female Generation Y consumers.
Regression analyses showed that media usage was significantly related to fashion involvement, and was to be seen as a dominant predictor of fashion involvement. Prestige sensitivity also demonstrates a strong connection with fashion involvement, since analyses reflected that respondents’ perceptions towards purchasing high prestige products were quite positive. Price/quality and fashion involvement are also highly related for that respondents considered the price of a product an indicator of its quality. Nevertheless, it was verified through the analyses that personality traits( self-confidence and public self-consciousness) provided no prediction ability on fashion involvement.
The results of regression analyses on demographic characteristics were consistent with existent literatures. This study reveals a statistical finding which is the negative relationship in between age and fashion involvement. To be more specific, younger people tend to perform higher fashion involvement. On the contrary, expenses are positively related to fashion involvement; an increased expense prompts higher fashion involvement.

Chapter One	5
Introduction	5
1.1 Research Background	5
1.2 Purpose	7
1.3 Research Objectives	8
Chapter Two	11
Literature Review	11
2.1 Introduction	11
2.2 The primary construct	12
2.2.1 Consumer involvement	12
2.2.2 Fashion Involvement	15
2.2.3 Generation Y female	17
2.3 Selected Variables	22
Chapter Three	27
Research Hypotheses and Methodology	27
3.1 Introduction	27
3.2 The Conceptual Model	28
3.3 Research Hypotheses	28
3.4 Construct Definition and Measurement	29
3.4.1 Fashion involvement	29
3.4.2 Media usage	29
3.4.3 Personality traits	30
3.4.4 Price perceptions	30
3.4.5 Selected Demographic Characteristics	30
3.5 Research Design and Procedure	31
3.5.1 Research Design	31
3.5.2 Data Analysis	31
Chapter Four	33
Research Analysis and Results	33
4.1 Sample Characteristics Analysis	34
4.2 Factor Analysis and Reliability Tests	36
4.2.1 Fashion Involvement	37
4.2.2 Media Usage	38
4.2.3 Personality Traits	39
4.2.4 Price Perceptions	42
4.3 Analysis of Variance and Multivariate Analysis of Variance	44
4.3.1 Age	44
4.3.2 Income	46
4.3.3 Education	47
4.3.4 Expense	49
4.3.5 Marital Status	50
4.4 Correlation Between Different Constructs And Demographical Variables	51
4.5 Regression Analysis	53
Chapter Five	57
Conclusions and Recommendations	57
5.1 Conclusions of Major Findings	58
5.2 Limitations and Recommendations	60
Reference	62
APPENDIX I－Research Questionnaire in English…............................ ................ I
APPENDIX.II－Research Questionnaire in Chinese…………................... ...…... II



 LIST OF TABLES
TABLE

Table 4-1 Demographic Profile of Sample	34
Table 4-2 The factor and reliability analysis of fashion involvement	38
Table 4-3 The factor and reliability analysis of media usage	39
Table 4-4 The factor and reliability analysis of personality traits	41
Table 4-5 The factor and reliability analysis of price perceptions	42
Table 4-6 Multivariate analysis of variance among different age	45
Table 4-7 Multivariate analysis of variance among different income	46
Table 4-8 Multivariate analysis of variance among different education	48
Table 4-9 Multivariate analysis of variance among different expense	50
Table 4-10Multivariate analysis of variance among different marital statuses	51
Table 4-11 Pearson Correlation Coefficient－for All factors	52
Table 4-12 Pearson Correlation Coefficient－for All demographic variables	52
Table4-13 Hierarchical Regression Analysis For Predicting Involvement	55
Table4-14 Hierarchical Regression Analysis For Predicting Involvement	56
Table 5-1: The Purification of the Hypotheses	58


 LIST OF FIGURES
FIGURE

Figure 1-1 The research flow of this study	10
Figure 3-1 Research Framework	28
                                    

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校內：2009-07-04公開
校外：2009-07-04公開

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