*中心館藏網址:http://tulips.ntu.edu.tw/record=b2171291*cht

[ 摘要 ]
本研究利用聯合分析法探討各集群受測者對原住民編織背袋屬性與屬性水準的相對重要性，以了解存在於消費者內心的屬性偏好結構。並針對不同的市場區隔，建立原住民編織背袋的屬性最佳化組合與說明各集群輪廓的差異，實證結果發現：
經由本研究對各集群受測者偏好結構與產品最佳化分析，發現在原住民編織背袋屬性重要性方面，集群一：通路＞設計＞功能＞價格；集群二：設計＞價格＞功能＞通路；集群三：價格＞設計＞功能＞通路。在產品最佳化方面，集群一：400元、設計2、原住民民族商場、附零錢包；集群二：400元、設計4、量販店、附零錢包；集群三：400元、設計5、量販店、附零錢包。依各集群的偏好結構來看，集群一可被稱為民族風族群，集群二可被稱為量販族群，集群三可被稱為標新立異族群。
集群間的輪廓差異，在購買動機類型，集群三成員對花樣獨特性最為重視；在考慮因素與認知需求類型，三個集群成員都無顯著差異；在高低涉入類型，集群三成員對於流行需求最為重視；每月消費性支出在三個集群成員中具有顯著性的差異。

[ 英文摘要 ]
The purpose of this research is to realize that segmental members’ importance of product attributes and levels, and to understand consumers'''' preference structure by conjoint analysis. To build optimal product set and explain the difference of segmental profiles for each segment. The empirical result is illustrated as follows:
According to the analysis of segmental preference structure and product optimization, we found, in the aspect of attributes importance, segment 1: channel> design> function> price; segment 2: design> price> function> channel; segment 3: price> design> function> channel. In the aspect of product optimization, segment 1: design 2, NT$400, aboriginal mall and with coin pocket; segment 2: design 4, NT$400, superstore and with coin pocket; segment 3: design 5, NT$400, superstore and with coin pocket. At the base of segmental preference structure, this study call segment 1 nationalism cluster, call segment 2 superstore cluster, and call segment 3 individual cluster.
In regard to the difference of segmental profiles, specialized style is the most important to segment 3 in a species motivation of buyers; Each segment is no significant in need for cognition and decision factors; In species of high-low involvement, need for fashion is the most important to segment 3; Average expense per month in each segment are also significant.