Applying KANO model for customer attitudes ― an example of athletic clothes

• Main Author: 陳育婕
• Other Authors: LIOU, JIANN-HAW
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/br4ftm

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 107 === Recently, with the prevailing of fitness and sport fad, performance sportswear is integrated in everyday life and even becomes one of outfits’ the mainstream. However, common issues confronting textile industry are high homogeneity, insufficiency in research and development and weak innovation, which cause lack of core competency. Hence, probing into customers’ preference for sportswear to come to grips with the market trend and to meet consumer’s needs is the only way to gain the edge over many other competitors. This study adopted literature review and data collection to conceived a set of survey questions based on four major factors which influence consumers’ willingness to purchase sports products including “function”, “style”, “brand”, and “price”. Additionally, KANO model is employed to explore what factors customers take into considerations before buying sportswear. The results reveal that sportswear has its “attractive quality”, “one-dimensional quality”, and “indifferent quality”. The analytical approach and findings could be the reference for decision-making in management and also the common ground for sportswear design.