| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 106 === Many countries are going to enter the aged society, and maturing market become more important. Previous research found that the age appearance and similarity of the model affected the purchase decision of mature females. If we want to understand more about the reasons for the impact, we need to further explore the factors. We designed two age-appearing apparel models (matured and young) to explore the consumer emotion and advertising effectiveness of mature women under the condition of levels of perceived similarity. This study is based on the method of survey, and is aimed at Taiwan mature women who were over 50 years old and focused on fashion information. A total of 185 valid questionnaires were collected.
The results show that the comfortable and friendly advertisements for mature apparel gives mature women a good consumer emotion. In addition to the age appearance of the model, style characteristics are also an important factor in the evaluation of consumer purchase decision when mature women purchase buy fashion apparel. It can be seen that if the apparel industry wants to get the support of mature market, when designing mature apparel advertisement, they should adopt models that look similar to mature female consumers and present a relaxed situation in order to attract the attention of mature female consumers, let mature women have positive emotions, and trust the apparel advertisement to make purchasing decisions.
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