Study on the Evaluation on the Long-life Products and Its Relationship with Life Styles in Taiwan

Through the factor analysis and cluster analysis on the collected data , the lifestyles of the subjects were classified . A semantic differential (SD) evaluation on 12 long-life products was conducted by the subjects to investigate the function of these long- lift products to the daily life of Taiwan families and to compare the difference of evaluation factors and the coordinates on the evaluation space among various long-life products.

According to the result from statistical analysis on the AIOs lifestyle scales, there are seven factors in distinguishing the lifestyles of subjects : skill of housekeeping, degree of value family life, degree of impulsive consuming , degree of chasing fashion and taste , attitude toward plain life and conserving used goods, attitude toward conservative and dull concepts, and degree of mammonism. The following cluster analysis then classified the subjects into four types: fashionable and optimistic people, amiable and housekeeping people , busy and capable people , and vulgar mammonism.