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標題: | 從消費者行為探討台灣服飾電商之成功因素 ─以美而快集團為例 Exploring Success Factors of Taiwanese Fashion E- commerce Based on Consumer Behavior: A Case Study of the United Recommend International Company Limited. |
作者: | 蔡欣儒 Hsin-Ju Tsai |
指導教授: | 連勇智 Yung-Chih Lien |
關鍵字: | 快時尚,消費者行為,Maslow 動機階層理論,購買決策,回歸分析, Regression Analysis,Fast Fashion,Purchasing Decisions,Consumer Behavior,Maslow's Hierarchy of Needs Theory, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 舊有的服飾產業存在著「不可能三角」,也就是同時滿足低價、極快上新、庫 存靈活三者,也因此快時尚產業本身就是一個突破性的產業,不少快時尚業者也正 隨著資訊網路的發展在各個國家與地區逐漸擴張。在台灣市場中,除了國際型的跨 國快時尚集團進駐之外,存在著許多不同規模大小的本土企業,其中在女裝快時尚 電商中又以美而快集團規模最為龐大。為探討美而快集團在台灣的成功因素,本研 究從消費者行為作為研究切入點,並以馬斯洛動機階層理論為主要參考架構設計 並蒐集研究問卷。發現經濟動機、社會動機、成就動機對於消費者購買美而快集團 的快時尚產品有著正面的影響,其中又以成就動機之影響力最重。這意味著美而快 集團所提供的產品與服務之定價對於其顧客來說具備吸引力,同時美而快集團的 品牌孵化器與聯名策略對於消費者購買決策來說亦存在正面的影響,且消費者相 信美而快集團的產品能夠幫助他們打造時尚的形象,並帶來成就感、購買過程和擁 有產品時的愉悅感。故本研究根據上述結果,歸納出個案成功因素,並提供該產業 業者未來發展之實務建議。 The existing fashion industry faces the "impossible triangle", which means simultaneously satisfying low prices, extremely fast product launches, and flexible inventory. Therefore, the fast fashion industry itself is a breakthrough industry, and many fast fashion retailers are gradually expanding to various countries and regions with the development of the Internet. In the Taiwanese market, in addition to international fast fashion conglomerates, there are many local companies of various sizes. Among them, the United Recommend group is the largest in the field of women's fast fashion e-commerce. To investigate the success factors of the United Recommend group in Taiwan, this study takes consumer behavior as the research entry point and designs research questionnaires with Maslow's hierarchy of needs theory as the primary reference framework. It finds that economic motives, social motives, and achievement motives have a positive impact on consumers' purchases of fast fashion products from the United Recommend group, with achievement motives having the most significant influence. This means that the pricing of products and services offered by the United Recommend group is attractive to its customers. Additionally, the United Recommend group's brand incubator and collaboration strategies have a positive impact on consumers' purchasing decisions. Consumers believe that the products offered by the United Recommend group can help them create a fashionable image and bring a sense of achievement, enjoyment during the purchasing process, and satisfaction of owning the products. Based on the above results, this study summarizes the success factors of the case and provides practical recommendations for future development in the industry. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91283 |
DOI: | 10.6342/NTU202304192 |
全文授權: | 未授權 |
顯示於系所單位: | 商學研究所 |
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