Using the Aesthetics Lifestyle, Artistic Preference and Personality trait to Explore the Recommendation Mechanism of Man’s Apparel on Line

• Main Authors: JR-FA Ye, 葉志發
• Other Authors: Chin-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/71038317519083318809

碩士 === 中原大學 === 企業管理研究所 === 100 === Abstract 　　Standard of living increases dramatically in recent years, and products can be bought easily online. To help consumers do their right choices, the concept of recommendation system is developed these days. Until now, the recommadation systems online still focus on popular or discount items. The contribution of this thesis is to combine the concept of the recommendation system and personal apparel items to assist consumers choose proper merchandises for themselves. This thesis starts from men's clothing, aims to explore a recommadation mechanism to help consumers choose appropriate clothes. Variables applied to discuss man's apparel style in this thesis are aesthetics lifestyle and artistic preference. Furthermore, this study uses two-stage experimental questionnaires to identify the satisfaction toward the recommendation mechanism developed in the first stage. Also, subjects in the second stage are separated into three different groups to discuss the demostration effect to different personality traits (high and low self-monitoring). After the data processing, the dress styles can be classified by classification and regression tree (CART) into Rock Style, College Style, Street Style, American Style and Hip-hop Style. Each style has specific features with different characteristics of the aesthetics lifestyle and artistic preference, in this phase, the correct classification rate of the decision tree is 54.3%. In the second phase of the experiment, instead of verifying the satisfaction of recommendation mechanisms is 70%. Subjects were divided into A, B, C groups to explore demonstration effect. Group B and group C were the experimantal groups while group A is the comparison group. In the experiment, a powerpoint and statement of a single product (baseball jacket) was shown to B group, and the hip-hop style of wearing was demonstrated to group C. Then personality traits - self-monitoring was applied to investigate the results. In the end, the result shows non-significant in the demonstration effect of consumer preferences. On the other hand, group B shows low self-monitoring subjects were influenced by the demonstration effect while group C shows low self-monitoring subjects were not influenced by the demonstration effect, and both high self-monitoring subjects in group B and C shows no impact on demonstration effect. Also, using the classification tree, cross-selling of apparel online can be possible, and stores selling apparel online can design their own products in accordance with the characteristics of each style, to reduce the error recommendation, increase willingness to purchase and enhance the sale of online apparel stores. Keywords ：Man’s apparel style、Aesthetics Lifestyle、Artistic Preference、Classification and regression tree (CART)、Recommendation of Apparel on Line、Personality Trait