本研究旨在從進口休閒鞋消費體驗中探討其引領的生活模式（型態）與商店印象，成為一種休閒消費符碼與烙印。研究對象以南部地區進口休閒鞋消費者進行問卷調查，共獲得有效問卷477份，研究結果顯示，進口休閒鞋消費者商店印象構面包括消費心理、設計風格與行銷手法；而生活型態構面包括謹慎消費、奢華消費、風格時尚與獨立生活；不同生活型態的進口休閒鞋消費者對商店印象有顯著不同。進口休閒鞋的消費市場是以女性、未婚者且從事軍公教者為主要的客源。消費者以謹慎消費型居多，重視商品的品質，並認為業者在商品折扣、廣告及價格方面應加強且改進。綜上所述，進口休閒鞋消費者重視品質卻也有自我需求的堅持，可將休閒鞋之休閒消費符碼新典型命名為「個性風格消費型」。
The purpose of this study is to investigate the leisure symbolic consumption from the store image and lifestyle viewpoint. The imported casual footwear consumers are taken for the example of research object. The effective samples of feedbacks reach 477. According to the result of this study, the consumers' store image can be classified into three groups, named consumer psychology, style of design and marketing strategy, whereas the consumers’ lifestyle classified into discreet consumption group, discreet consumption group, yuppie group and egocentric group. The consumer's store image varies across the types of the consumer's lifestyle. The results indicates that the single female who works for military service or as a civil servant or teacher are the primary market for imported casual footwear. The findings suggest that the discreet consumption group, as in majority, perceives product quality as a crucial factor in choosing imported casual footwear; besides, product price, discount and advertisement need more efforts. As for lifestyle, discreet consumers considered marriage is not essential but disagreed to be member of the "DINK" group (Double Income No Kids).Therefore, the new phrase for leisure symbolic consumption can be denominated as style of "Fashion Ego".
關聯:
休閒事業研究期刊, 第7卷第1期, 頁22-41 Leisure Industry Research
