現今嬰童服飾的發展受成人市場的影響，日漸蓬勃發展，消費者對嬰童的穿著服飾也日趨重視。在購買嬰童服飾的過程中，因該歲段的嬰童未能清楚表達其真正喜好，大都是父母親以其觀點來做為選購的決策。所以在購買嬰童服飾時，有那些因素會是消費者的考慮因素？而不同背景的消費者對嬰童服飾的選擇，有那些因素會影響他們的決定呢？藉由特徵價格分析，本研究從商品特徵屬性的分析及市場區隔的概念切入，蒐集市場實際的銷售資料，透過地理與人口區隔變數的分類及統計SPSS迴歸分析，取得不同背景的消費者在購買嬰童服飾時決定性的主要因素及對不同商品特徵的願付價格。研究結果發現，商品的特徵屬性是會影響消費者的購買決策，而不同區域及背景的消費者是有不同的需求現象。
此一結論期望能提供給相關嬰童服飾產業於生產製造或原創設計時，於企劃先期掌握住消費者的重要購買決策因素，清楚的訂定商品策略，以期在市場上獲致最大的收益。

The development of infant and toddler apparel of nowadays are gradually blooming, also influenced and being paid more attention by the adult market. During the process of purchasing infant and toddler apparel, parents are the key decision maker to complete the transaction due to the inability of infant and toddlers’ to express their affinity. So what are the key factors to those parents ( consumer) to make the decision for purchasing infant and toddler apparel? Do the consumers with different background will make the different decision? With the study structure of hedonic price analysis and market segmentation, there are related information collected and processed with SPSS analysis.The conclusion indicated that product characters did influenced the decision of purchasing infant and toddler apparel and consumers with different background have demonstrated unlike demands.
The conclusion is expected to provide an adequate information (key factors for consumer to purchase) for research and development department of related industry when organizing strategic plan for product design and market segmentations so as to
obtain a profitable outcome from the high competitive market.

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