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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/118317

    Title: 探討會員制服裝訂閱模式之消費者態度與經營挑戰-以B公司為例
    A Study of Consumers’ Attitude Toward Membership Clothing Subscription Model and Its Management Challenges-Case Study of B Company
    Authors: 舒亦齡
    Shu, Yi-Ling
    Contributors: 白佩玉
    Shu, Yi-Ling
    Keywords: 搜尋多樣化行為
    Variety-Seeking behavior
    Date: 2018
    Issue Date: 2018-07-03 17:38:40 (UTC+8)
    Abstract: 隨著網路資訊普及近年來許多服裝電商迅速發展,自 2008 年金融風暴後消費者更開始思考如何有效運用資源、最大化每筆支出價值。因此在歐美地區之服飾產業也紛紛出現了新型態的商業模式,如服裝租賃,甚至是月費制的服裝電商。而台灣廠商近年也逐漸跟隨歐美的腳步,為台灣女性提供服裝訂閱等租賃服務。
    本研究針對 25~40 歲學生與上班族女性進行深度訪談,企圖了解女性對服裝之困擾以及對創新會員制服裝訂閱模式之態度。研究結果重點分析如下:
    1. 月費會員制造成消費者經濟與心理負擔
    2. 女性覺得衣服永遠少一件起因於搜尋多樣化行為
    With new technological advances, many e-commerce companies have developed rapidly in recent years. Since the financial crisis in 2008, consumers have begun to think about how to effectively use resources and maximize the value of each expenditure. Therefore, the Clothing industry in the United States has also appeared a new type of business model, such as clothing rental, or even a subscription service of clothing. In recent years, Taiwanese companies have gradually kept up the pace of the United States to provide Taiwanese women with rental services. This study focuses on students and office ladies by in-depth interviews, and attempts to understand their opinions about clothing and the attitude toward membership clothing subscription model. Research results are highlighted as below:
    1. The monthly membership fee may cause consumers’ burden. This burden can be divided into two categories, one is financial burden, and the other is psychological burden. The latter is due to the sunk cost effect. Consumers will attempt to make the monthly fee as worthwhile as possible. However, this is a passive demand, and it will make consumer feel unhappy.
    2. Women feel clothes are always not enough because of variety-seeking behavior. Different individuals have their own optimal levels of stimulation. When the stimulus is lower than this level, individuals will either seek new products or change brands. Creative and liberal people are more motivation to use clothing subscription services that can provide them wear new clothes and change their appearance more often.
    3. Consumers need adaptation period toward the clothing subscription model. This model is a discontinuous innovation. That is, the new service change consumers’ original behaviors that consumers can’t easily accept. Therefore, companies should gradually change their products step by step.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363084
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MBA.007.2018.F08
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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