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題名 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作者 舒亦齡
Shu, Yi-Ling貢獻者 白佩玉
舒亦齡
Shu, Yi-Ling關鍵詞 搜尋多樣化行為
會員經濟
服裝租賃
訂閱模式
Variety-Seeking behavior
Membership
Subscription日期 2018 上傳時間 3-七月-2018 17:38:40 (UTC+8) 摘要 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後者因沉沒成本效應，消費者會企圖使用到回本，但此為被動需求，其會感受到不快樂之束縛感。2. 女性覺得衣服永遠少一件起因於搜尋多樣化行為不同個體有不同最適刺激水準，當生活上之刺激低於此水準時，個體會去搜尋新產品或變換品牌等求新求變行為。而人格特質屬於外向型、創新型、自由型之人更喜歡搜尋多樣化行為，亦即更有動機使用可常穿新衣、變換造型之服裝訂閱服務。3.服裝訂閱模式消費者需要漸進式引導此模式屬於不連續創新亦即產品打破舊有行為模式，消費者不易接受，因此必須從原有行為開始慢慢改變，如先從單件租賃開始慢慢培養消費者之租衣習慣。
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.參考文獻 行政院主計總處，針對自由時報報導薪資倒退之澄清說明，上網日期2013年9月25日，檢自http://www.dgbas.gov.tw/ct.asp?xItem=34990&ctNode=4854&mp=6李孟娜，(2001)。產品涉入與生活型態對多樣化行為之影響。臺灣大學商學研究所碩士論文，30-35。Robbie Kellman Baxter. (2017)。引爆會員經濟。台灣:商周資誠，2017全球金融科技調查報告，上網日期2016年3月22日，檢自http://www.pwc.tw/zh/news/press-release/press-20160322.html環保署，環境保護參與概率，上網日期2006年12月，檢自http://www.epa.gov.tw/public/Data/441918113971.pdf蘋果即時報，台灣人愛網購消費額年增14%，上網日期2016年3月15日，檢自http://www.appledaily.com.tw/realtimenews/article/new/20160315/816507二.英文文獻Alan S. Dick. (1995).Using membership fees to increase customer loyalty, Journal of Product & Brand Management, Vol. 4 Issue: 5, 65-68Arkes, H.R. and C. Blumer. (1985).The Psychology of Sunk Cost, Organizational Behavior and Human Decision Processes, 35 (February), 124-140Bainbridge, W. S. (1989). Survey Research: A Computer-Assistant Introduction. Belmot, CA: Wadsworth.Bonabeau, E. (2004). The perils of the imitation age. Harvard Business Review, 82, 99-104Chatterjee. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28(1), 129-133Dick, A. S. and K. R. Lord. (1998). The Impact of Membership Fees on Consumer Attitude and Choice. Psychology and Marketing, 15(1), 41-58.Farley, F. and Sonja F. (1967). Extroversion and Stimulus-Seeking Motivation. Journal of Consulting Psychology, 31, 2, 215-216.Fromkin, L. (1971). A Social Psychological Analysis of the Adoption and Diffusion of New Products and Practices from a Uniqueness Motivation Perspective. Association for Consumer Research, 464-469.Gorman, S. (1970). Correlates of Sensation Seeking. Psychological Reports, 26, 741-742.Henderson, K. A. (1991). Dimensions of Choice : A Qualitative Approach to Recreation, Parks and Leisure Research, Stage Col1ege, PA: Venture.Hoyer, W.D. and Ridgway, N.M. (1984).Variety Seeking As an Explanation For Exploratory Purchase Behavior: a Theoretical Model. Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 114-119.Huang, J. -H. and Chen, Y. –F. (2006). Herding in online product choice. Psychology & Marketing, 23(5), 413-428.Kish, G.B. and Donnewerth, G.V. (1972). Sex Differences in the Correlates of Stimulus Seeking. Journal of Consumer Research, 5 (March), 240-250.Le Tote. Retrieved Jun 30, 2016, from Le Tote Web Site: https://www.letote.comLeuba, C. (1955). Toward Some Integration of Learning Theories: The Concept of Optimal Stimulation .Psychological Reports, 1, 27-33.Maheswaran, D. and Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of marketing Research, 27, 361-367McAlister, Leigh and Edgar Pessemier. (1982). Variety Seeking Behavior: An Interdisciplinary Review. Journal of Consumer research, 9(3), 311-322.Mehrabian,A. and James, A. (1974). An Approach to Environmental Psychology, Cambridge, Massachusetts: The MIT Press.O’Connor, C. (2016). Rent the Runway To Hit $100M Revenues In 2016 Thanksto Unlimited Service. Forbes. Retrieved Jun 30, 2016, from http://www.forbes.com/sites/clareoconnor/2016/06/15/rent-the-runway-unlimited-women-founders-revenues/#2d81314649e4Pearson, P.H. and Maddi, S.R. (1966). The Similes Preference Inventory: Development of a Structured Measure of the Tendency Toward Variety, Journal of Consulting Psychology, 30, 4, 301-308.Penney, R.K. and Reinehr, R.C. (1966). Development of a Stimulus-Variation Seeking Scale for Adults. Psychological Reports, 18, 631,38.RTR. Retrieved Jun 30, 2016, from Rent the Runway Web Site:https://www.renttherunway.com/The Nielsen Company. (2014). Is Sharing the New Buying? Global Survey of Share Communities, Q3 2013Ziamou, P. (1999). The Effect of the Degree of Newness of a Areally New@ Product on Consumers’ Judgments. Advances in Consumer Research, Volume 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT : Association for Consumer Research, Pages: 368-371.Zuckerman, Marvin. (1979). Sensation Seeking and Risk Taking in Emotions in Personality and Psychopathology, C.E. Izard. ed., New York: Plenum. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363084資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363084 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (作者) 舒亦齡 zh_TW dc.contributor.author (作者) Shu, Yi-Ling en_US dc.creator (作者) 舒亦齡 zh_TW dc.creator (作者) Shu, Yi-Ling en_US dc.date (日期) 2018 en_US dc.date.accessioned 3-七月-2018 17:38:40 (UTC+8) - dc.date.available 3-七月-2018 17:38:40 (UTC+8) - dc.date.issued (上傳時間) 3-七月-2018 17:38:40 (UTC+8) - dc.identifier (其他 識別碼) G0105363084 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118317 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363084 zh_TW dc.description.abstract (摘要) 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後者因沉沒成本效應，消費者會企圖使用到回本，但此為被動需求，其會感受到不快樂之束縛感。2. 女性覺得衣服永遠少一件起因於搜尋多樣化行為不同個體有不同最適刺激水準，當生活上之刺激低於此水準時，個體會去搜尋新產品或變換品牌等求新求變行為。而人格特質屬於外向型、創新型、自由型之人更喜歡搜尋多樣化行為，亦即更有動機使用可常穿新衣、變換造型之服裝訂閱服務。3.服裝訂閱模式消費者需要漸進式引導此模式屬於不連續創新亦即產品打破舊有行為模式，消費者不易接受，因此必須從原有行為開始慢慢改變，如先從單件租賃開始慢慢培養消費者之租衣習慣。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 目 次 III表 次 VI圖 次 VIII第壹章 緒 論 1第一節 研究背景 1第二節 研究動機 3第三節 研究目的 5第四節 研究方法與流程 6第貳章 文獻探討 7第一節 會員經濟 7第二節 搜尋多樣化行為 11第參章 研究方法 15第一節 深度訪談 15第二節 訪談問題 15第三節 訪談對象 23第肆章 個案介紹 24第一節 個案公司介紹 24第二節 國外之服裝訂閱產業 27第三節 國內外服裝訂閱產業比較 32第伍章 研究結果分析 37第陸章 研究結論與建議 64第一節 結 論 64第二節 實務意涵 66第三節 研究限制與未來研究建議 70參考文獻 72 zh_TW dc.format.extent 2406432 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363084 en_US dc.subject (關鍵詞) 搜尋多樣化行為 zh_TW dc.subject (關鍵詞) 會員經濟 zh_TW dc.subject (關鍵詞) 服裝租賃 zh_TW dc.subject (關鍵詞) 訂閱模式 zh_TW dc.subject (關鍵詞) Variety-Seeking behavior en_US dc.subject (關鍵詞) Membership en_US dc.subject (關鍵詞) Subscription en_US dc.title (題名) 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 zh_TW dc.title (題名) A Study of Consumers’ Attitude Toward Membership Clothing Subscription Model and Its Management Challenges－Case Study of B Company en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 行政院主計總處，針對自由時報報導薪資倒退之澄清說明，上網日期2013年9月25日，檢自http://www.dgbas.gov.tw/ct.asp?xItem=34990&ctNode=4854&mp=6李孟娜，(2001)。產品涉入與生活型態對多樣化行為之影響。臺灣大學商學研究所碩士論文，30-35。Robbie Kellman Baxter. (2017)。引爆會員經濟。台灣:商周資誠，2017全球金融科技調查報告，上網日期2016年3月22日，檢自http://www.pwc.tw/zh/news/press-release/press-20160322.html環保署，環境保護參與概率，上網日期2006年12月，檢自http://www.epa.gov.tw/public/Data/441918113971.pdf蘋果即時報，台灣人愛網購消費額年增14%，上網日期2016年3月15日，檢自http://www.appledaily.com.tw/realtimenews/article/new/20160315/816507二.英文文獻Alan S. Dick. (1995).Using membership fees to increase customer loyalty, Journal of Product & Brand Management, Vol. 4 Issue: 5, 65-68Arkes, H.R. and C. Blumer. (1985).The Psychology of Sunk Cost, Organizational Behavior and Human Decision Processes, 35 (February), 124-140Bainbridge, W. S. (1989). Survey Research: A Computer-Assistant Introduction. Belmot, CA: Wadsworth.Bonabeau, E. (2004). The perils of the imitation age. Harvard Business Review, 82, 99-104Chatterjee. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28(1), 129-133Dick, A. S. and K. R. Lord. (1998). The Impact of Membership Fees on Consumer Attitude and Choice. Psychology and Marketing, 15(1), 41-58.Farley, F. and Sonja F. (1967). Extroversion and Stimulus-Seeking Motivation. Journal of Consulting Psychology, 31, 2, 215-216.Fromkin, L. (1971). A Social Psychological Analysis of the Adoption and Diffusion of New Products and Practices from a Uniqueness Motivation Perspective. Association for Consumer Research, 464-469.Gorman, S. (1970). Correlates of Sensation Seeking. Psychological Reports, 26, 741-742.Henderson, K. A. (1991). Dimensions of Choice : A Qualitative Approach to Recreation, Parks and Leisure Research, Stage Col1ege, PA: Venture.Hoyer, W.D. and Ridgway, N.M. (1984).Variety Seeking As an Explanation For Exploratory Purchase Behavior: a Theoretical Model. Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 114-119.Huang, J. -H. and Chen, Y. –F. (2006). Herding in online product choice. Psychology & Marketing, 23(5), 413-428.Kish, G.B. and Donnewerth, G.V. (1972). Sex Differences in the Correlates of Stimulus Seeking. Journal of Consumer Research, 5 (March), 240-250.Le Tote. Retrieved Jun 30, 2016, from Le Tote Web Site: https://www.letote.comLeuba, C. (1955). Toward Some Integration of Learning Theories: The Concept of Optimal Stimulation .Psychological Reports, 1, 27-33.Maheswaran, D. and Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of marketing Research, 27, 361-367McAlister, Leigh and Edgar Pessemier. (1982). Variety Seeking Behavior: An Interdisciplinary Review. Journal of Consumer research, 9(3), 311-322.Mehrabian,A. and James, A. (1974). An Approach to Environmental Psychology, Cambridge, Massachusetts: The MIT Press.O’Connor, C. (2016). Rent the Runway To Hit $100M Revenues In 2016 Thanksto Unlimited Service. Forbes. Retrieved Jun 30, 2016, from http://www.forbes.com/sites/clareoconnor/2016/06/15/rent-the-runway-unlimited-women-founders-revenues/#2d81314649e4Pearson, P.H. and Maddi, S.R. (1966). The Similes Preference Inventory: Development of a Structured Measure of the Tendency Toward Variety, Journal of Consulting Psychology, 30, 4, 301-308.Penney, R.K. and Reinehr, R.C. (1966). Development of a Stimulus-Variation Seeking Scale for Adults. Psychological Reports, 18, 631,38.RTR. Retrieved Jun 30, 2016, from Rent the Runway Web Site:https://www.renttherunway.com/The Nielsen Company. (2014). Is Sharing the New Buying? Global Survey of Share Communities, Q3 2013Ziamou, P. (1999). The Effect of the Degree of Newness of a Areally New@ Product on Consumers’ Judgments. Advances in Consumer Research, Volume 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT : Association for Consumer Research, Pages: 368-371.Zuckerman, Marvin. (1979). Sensation Seeking and Risk Taking in Emotions in Personality and Psychopathology, C.E. Izard. ed., New York: Plenum. zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.007.2018.F08 -
