A Study of the Product Image of Children’s Shoes

• Main Author: 古孟軒
• Other Authors: 柯志祥
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/77873563603806392918

碩士 === 國立臺灣科技大學 === 設計研究所 === 91 === Recently, famous shoe companies pay much attention to the market of children’s shoe. Every year, even every season, they do their utmost to improve the appearance or function of new children’s shoes. Fundamentally, when consumers choose a pair of children’s shoes, they consider not only functions（for example：protecting children’s feet, not repressing the growth of feet, stabilizing gait, etc.）, but also external form of the shoes. The external form of children’s shoes presents good looking and represents consumers’ sensations. For the form of children’s shoes, there are four components：toe-box form, shoe closure method, heel modality, and back part height. To design children’s shoes that are in accordance with consumers’ recognition, it is necessary to further investigate consumers’ requirements when shopping. By delivering and collecting questionnaires（the first-stage questionnaires：1,403 participants, the second-stage questionnaires：139 participants）, this study uses semantic differential analysis and factor analysis to understand consumers’ favorite children’s shoes. This study shows that, when consumers choose a pair of children’s shoes, the order of consideration is：healthfulness and comfortability, quality and brand, appearance, price, easy to wear, and function design. Considering the form of children’s shoes, consumers’ favorites are those of round toe box and low cut styles. The form of round toe box and low cut makes consumers feel more comfortable, more beautiful and more attractive. Moreover, this form looks like more compatible, stable, easy-wearing and delightful. The results may provide a crucial guideline for the design and shopping of children’s shoes.