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服飾專櫃小姐表達用語及態度
對消費者購買意願及感受之影響
Advisor: Dr. Chung
Student: na0c0017 楊玉玲
INTRODUCTION
To know the female’s shopping whether influencing

by the saleswomen’s talk or attitude


To know what kind of talk and attitude are accepted

To know the significant difference from different age

To ask 30 females from age 20-49
LITERATURE REVIEW
Dr. Chung has mentioned language reflects the
culture, whether if that influences the thinking ?
 (p.245)
 What kind of language makes the sociality.
 What kind of sociality makes the language.
 (p.246)
 Speech act theory expressed how to do things
with words. (p.227)
 The communication between the people based on
the way of language using. (p.232)


Research Question:
Do females care about the way of saleswomen

talk/attitude or price/brand/fashion?


Do the different ages make different decisions?
METHODOLOGY
Subject:

30 Females

The age of 20-49
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Instruments:
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Questionnaire
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Procedure:
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Ask friends to help collecting the questionnaire


Questionnaire:
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情境- 百貨公司 換季出清 最後折扣




A專櫃- 高價進口服飾專櫃 單件上衣價位-1000~1500
專櫃小姐的用語 - 若我拿這個衣服給你穿，你不敢穿或是不能接受，
那我就會說，去下一家找吧！因為我們的衣服很有設計感。




B專櫃- 中價位國產服飾專櫃 單件上衣價位-800
專櫃小姐的用語 - 盡力推薦，對消費者的試穿效果都說好看，並表示正
要換季，你們來對時機，等下換班就要整個換成當季服飾了。



C專櫃- 中價位國產服飾專櫃 單件上衣價位-600
專櫃小姐的用語 - 沒有特別推薦也沒有特別強調，會幫忙找消費者的需求。




D專櫃- 平價位國產服飾專櫃 組合式促銷 兩件499、 兩件699/ 899
專櫃小姐的用語 - 熱情招呼但不主動推薦，強調只要挑喜歡，雖不是組合
仍會給予折扣。
對於上述四種情況
 1. 哪位專櫃小姐的用語會讓你有購買意願的是

□A □B □C □D

因為…
 2. 哪位專櫃小姐的態度會讓你有購買意願的是

□A □B □C □D

因為…
 3. 樣式喜歡與否是優先考量 □是 □否
 4. 品牌是優先考量 □是 □否
 5. 價錢、折扣是優先考量 □是 □否
 6. 年齡 □20-29 □30-39 □40-49

RESULTS
1. 哪位專櫃小姐的用語會讓你有購買意願的是

□A □B □C □D

20-29
30-39
40-49
A
B
1
1/30
C
4
1
4
9/30
D
6
9
5
20/30
10
8
A
6
B
4
C
2
D
0
20-29
30-39
40-49

2. 哪位專櫃小姐的態度會讓你有購買意願的是
□A □B □C □D
20-29
30-39
40-49
A
B
2
2/30
C
6
3
3
12/30
D
4
7
5
16/30
8
6
A
B
4
C
2
D
0
20-29
30-39
40-49
因為………..(8/30)

不喜歡強迫推銷或介紹

給折扣感覺好
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給消費者自主空間，提供服務
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不多話
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熱情招呼，聽起來愉快

不主動推薦

最低折扣
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幫消費者尋找適合貨品，又不強迫推銷


3. 樣式喜歡與否是優先考量 □是 □否
是
20-29
30-39
40-49
10
10
10
30/30
否
12
10
8
6
是
否
4
2
0
20-29
30-39
40-49

4. 品牌是優先考量 □是 □否
20-29
是
否
10
30-39
40-49
2
3
5/30
8
7
25/30
12
10
8
6
是
4
否
2
0
20-29
30-39
40-49

5. 價錢、折扣是優先考量 □是 □否
是
20-29
30-39
40-49
10
9
9
28/30
1
1
2/30
否
12
10
8
6
是
否
4
2
0
20-29
30-39
40-49
CONCLUSION
Counter A got 0
 – her expression is not accepted and unpleasant
 Counter C/D got the mostly votes
 – they do the help and not push,

not to talk too much

They consider the fashion and price/discount,
 just a few for brand



For shopping, saleswomen’s attitude are
important than speech