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研究生： Novianda Aditya Istiqomah
Novianda Aditya Istiqomah
論文名稱： 印尼蠟染服飾之市場區隔分析
Benefit Segmentation of Indonesian Batik Consumers: Batik Consumptions, Usage and Purchase Behavior, Psychographics and Demographics
指導教授： 林希偉
Shi-Woei Lin
口試委員: 羅惠宜
Hui-Yi Lo
林希偉
Shi-Woei Lin
曹譽鐘
Yu-Chung Tsao
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業管理系
Department of Industrial Management
論文出版年： 2018
畢業學年度： 106
語文別： 英文
論文頁數： 80
中文關鍵詞： 蠟染服飾 、效益區隔 、市場區隔
外文關鍵詞： batik, market segmentation, benefit segmentation
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  •  上一筆

    • 聯合國教科文組織於 2009 年將印尼蠟染納入人類重要文化資產，此一行動促成印尼蠟染產業和出口價值的增長。由於蠟染市場多元且競爭，建立明確的市場區隔並探索其獨特需求遂成為訂定行銷策略之關鍵。然而，探索印尼蠟染市場區隔與消費者需求的研究甚為缺乏，因此，本研究透過消費者購買蠟染服飾時尋求之效益進行市場區隔，並深入探索不同市場區隔之消費者的購買行為、人口統計和心理變數以建立其輪廓。
    本研究首先利用因子分析萃取消費者關切的利益構面，然後透過群聚分析建立消費者市場區隔，最後再利用T檢定、與無母數分析來評估集群間之差異。本研究在最終階段調查問卷中提取了8個因素，並將受訪者（N = 409）分為兩個集群 — 全面型和簡單型的蠟染服飾消費者。研究亦發現不同市場區隔的消費者不僅在尋求的效益因素上存在差異，在使用行為（如偏好的類型和使用場合）、購買行為（如購買頻率與傾向）、人口統計以及心理變數等均有所差異，因此可以清楚描述其輪廓。本研究的結果可幫助相關產業之管理者建立更好的產品行銷策略。

    Acknowledgment of Indonesian batik by UNESCO has an impact on the growth of batik industries and export values. Since batik market is very diversified and competitive, batik enterprise is demanded to clearly define their market segments and explore the unique needs of the segments. However, no research could be found to explore consumer segments of Indonesian batik and what benefits of batik consumers seek. Therefore, this research aims to identify the segmentation of Indonesian batik clothing consumers based on batik benefit sought variables and develop the profiles of each segment related to batik consumption, usage and purchase behaviors, demographics, and psychographics.
    In particular, factor analysis was conducted and multi-step cluster analysis was used to build consumer segments by using factor scores. Independent t-test, Mann-Whitney, and chi-square Analyses were then utilized to evaluate the differences in factors and profiling variables between clusters. Eight factors were extracted from final stage questionnaire. This study categorized respondents (N=409) into two segments – Holistic and Classic and Simple Batik Consumers. Each consumer segment exhibited significant differences in batik benefits sought factors (i.e. uniqueness, quality, bright color disinterest, connection to other, Indonesian design, and craftsmen support), batik consumption scales (i.e. batik types’ preferences and usage occasion), usage and purchase behavior (i.e. usage and purchase frequency, and purchase intention), demographics (i.e. age and occupation), and psychographics variables (i.e. power, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security). Findings of this study can guide apparel industries in developing better product development and marketing strategies.

    摘要 ii ABSTRACT iii ACKNOWLEDGMENT iv TABLE OF CONTENTS v LIST OF FIGURES vii LIST OF TABLES viii CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.2 Research Questions 3 1.3 Research Objectives 3 1.4 Research Benefits 3 1.5 Research Organization 4 CHAPTER 2 LITERATURE REVIEW 5 2.1 Object of Apparel Consumer Segmentation 5 2.1.1. Ethnic Apparel 5 2.2 Apparel Consumer Segmentation 6 2.2.1. Development of Apparel Segmentation Base 6 2.2.2. Key Variables for Benefit Segmentation 6 2.2.3. Findings of Apparel Consumer Segmentation 8 2.3 Psychographics Variables 12 2.4 Variables for Profiling Segments 14 2.5 Conceptual Framework and Hypotheses 16 CHAPTER 3 RESEARCH METHODOLOGY 17 3.1 Batik Definition, Types, and Characteristics 17 3.2 Measurement and Scale 18 3.3 Statistical Methods 19 3.4 Sampling Design 27 3.5 Research Procedures 27 CHAPTER 4 RESULTS 30 4.1 Results of Stage 1 and 2 Questionnaires 30 4.2 Participants Characteristics 31 4.3 Exploratory Factor Analysis of Batik Benefit Sought 32 4.3.1 Preliminary Result of Exploratory Factor Analysis (EFA) 32 4.3.2 Extraction and Interpretation of Batik Benefits Sought Factors 32 4.4 Cluster Analysis of Batik Consumer 38 4.5 Profiles of Consumer Segments 41 4.5.1 Batik Consumption Profiles 41 4.5.2 Usage and Purchase Behavior Profiles 42 4.5.3 Demographic Profiles 45 4.5.4 Psychographic Profiles 47 CHAPTER 5 CONCLUSION AND GENERAL DISCUSSION 49 5.1 Conclusion 49 5.2 Discussion 50 5.3 Managerial Implication 52 5.4 Limitation and Recommendation for Future Research 53 REFERENCES 54 APPENDIX 59 Appendix 1. Segmentation Variables 59 Appendix 2. Profiling Variables 62 Appendix 3. Stage 1 Questionnaire 64 Appendix 4. Stage 2 Questionnaire 65 Appendix 5. Respondents’ Profile of Stage 1 Questionnaire 67 Appendix 6. Respondents’ Profile of Stage 2 Questionnaire 68 Appendix 7. Respondents’ Profile of Stage 3 Questionnaire 70 Appendix 8. Determination of the Number of Clusters and Initial Seeds 72 Appendix 9. Assumption Test of Independent T-Test 74 Appendix 10. Cluster Means of Each Variable in Factors 76 Appendix 11. Comparison of Other Demographic Variables 78

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