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| Title | Zara在台灣的消費者行為研究 Zara Consumer Behaviors in Taiwan |
| Creator | 吳凱麟 ELENA NG MAK |
| Contributor | 陳儒修 Chen, Ru Shou 吳凱麟 ELENA NG MAK |
| Key Words | Zara 快速時尚 消費者行為 時尚學 Zara Inditex Taiwan fast fashion consumer behavior |
| Date | 2012 |
| Date Issued | 11-Jul-2013 17:59:03 (UTC+8) |
| Summary | Zara是世界上最大的快速時尚零售商之一。從1975年第一家Zara開設於西班牙，至今Zara在世界上總共有1,763家分店。亞洲對Inditex來講是一個重要的擴展市場。Inditex集團（紡織品設計企業）是時裝控股公司，旗下擁有Zara和其他七個品牌。身為一個快速時尚開拓者，Zara以最快的速度及合理的價格來體現最新潮流時尚。Zara在2011年進駐台灣，從此這品牌非常成功。本研究是從文化的觀點分析探討台灣的Zara消費者行為。為了瞭解這個時尚與社會現象，我們檢驗關於時尚的理論與概念，以及Zara在國內市場和全世界產生的影響。除了文獻探討之外，我們也採訪在台灣的Zara消費者和店員，並在西班牙Zara進行實地研究調查。 Zara is one of the largest fast fashion retailers in the world. Since its first opening in 1975 in Spain, it has reached the total number of 1,763 stores around the world. Asia is a key expansion market for the Inditex Group (Textile Design Industry), which is the holding company of Zara and seven other chain stores. As a pioneer in fast fashion, Zara absorbs the trends and bring them to the stores in the shortest time possible at affordable prices. Zara arrived in Taiwan in 2011 and since then, the success is significant. The purpose of this study is to explore the perceptions and motivations behind the consumer behavior in Zara among Taiwanese consumers. In order to understand the fashion and social phenomenon, we examine the theories and concepts related to fashion, as well as the background of Zara in its home market and its impact worldwide, especially in Taiwan. Apart from the literature review, we will conduct interviews with Taiwanese customers of Zara and store assistants in Taiwan. As well, we will include observations from Zara in Spain. Unlike previous case studies of Zara, which have a business focus, we address the present study from a cultural perspective. |
| 參考文獻 | Agence France-Presse. (2013 March 15). Inditex (Zara) sortea crisis en España gracias a su expansión en Asia. Yahoo! México Finanzas. Retrieved from http://mx.finanzas.yahoo.com/noticias/inditex-zara-sortea-crisis-españa-204100282.html Anxiety. In Oxford Dictionaries. Retrieved from http://oxforddictionaries.com/definition/english/anxiety?q=anxiety Arnold, R. (2001). Fashion, desire and anxiety: Image and morality in the 20th century. New Brunswick, N. J.: Rutgers University Press. Barnard, M. (2007). Fashion Theory: A reader. New York: Routledge Student Readers. Cachon, G., & Swinney, R. (2011). The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior. Management Science, vol. 57, (4), 778-795. Retrieved from http://www.stanford.edu/~swinney/FastFashion.pdf Carlyle, E. (2013 March, 4). The Year’s Biggest Winner: Zara Billionaire Amancio Ortega. Forbes. Retrieved from http://www.forbes.com/sites/erincarlyle/2013/03/04/ the-years-biggest-winner-zara-billionaire-amancio-ortega/ Chung, O. (2012 January, 6). Nurturing the Fashion Industry. Taiwan Today. Retrieved from http://taiwantoday.tw/ct.asp?xItem=190961&CtNode=124 Crane, D. (2000). Fashion and its social agendas: Class, gender, and identity in clothing. Chicago: University of Chicago Press. Fashion. In Merriam-Webster Dictionary. Retrieved from http://www.merriam- webster.com/dictionary/fashion Ferdows, K., Lewis, M., & Machuca, J. (2003). Case Study: Zara. Supply Chain Forum: An International Journal, vol. 4, (2), 62-67. Retrieved from http://www.supplychain-forum.com/documents/articles/Case%20Study%20Zara1.pdf Ferdows, K., Lewis, M., & Machuca, J. (2004, November). Zara’s Secret for Fast Fashion, Harvard Business Review, vol. 82, (11). Ghemawat, P., & Nueno, J. (2003). Zara: Fast Fashion. Case study. Harvard Business School, 1-35. Retrieved from http://researchingsustainability.files.wordpress.com/2012/01/zara-harvard-case.pdf ICEX (2011 May, 9). Empresas españolas establecidas en: Taiwán [Spanish companies established in: Taiwan]. Retrieved from http://www.oficinascomerciales.es/icex/cda/controller/pageOfecomesGen/0,5936,5398971_5399906_5503422_4485228_TAI,00.html Kawamura, Y. (2005). Fashion-ology. Oxford; New York: Berg. Lane, R. (2000). Jean Baudrillard (Routledge Critical Thinkers). Use-value and exchange-value (pp. 67-77). London & New York: Routledge. Martínez Barreiro, A. (2006). La difusión de la moda en la era de la globalización. Universidad de la Coruña. Facultad de Sociología, 187-204. Retrieved from http://ddd.uab.es/pub/papers/02102862n81/02102862n81p187.pdf Martínez, D. (2012). Zara: Visión y estrategia de Amancio Ortega. Barcelona: Conecta. Mass fashion. In Glencoe/McGraw-Hill Glossary. Retrieved from http://www.glencoe.com/sec/busadmin/marketing/dp/ap_and_acc_mktg/gloss.shtml Monneyron, F. (2006). 50 respuestas sobre la moda. Barcelona: Gustavo Gili. Paro España, Tasa de paro 2013. (Unemployment in Spain, unemployment rate in 2013) Retrieved from http://www.datosmacro.com/paro/espana Royo-Vela , M. & Casamassima, P. (2010). The influence of belonging to virtual brand communities on consumers’ affective commitment, satisfaction and Word-of-mouth advertising: The ZARA case. Online Information Review, vol. 35, (4), 517-542. Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=1944272 Squicciarino, N. (2006) El vestido habla (5th ed.). Madrid: Cátedra Sowden, L-J. & Grimmer, M. (2009). Symbolic Consumption and Consumer Identity: An Application of Social Identity Theory to Car Purchase Behaviour, 1-9. Melbourne, Australia: ANZMAC Conference (Australia and New Zealand Marketing Academy). Retrieved from http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-206.pdf Tan, J. (2011 November, 5). Spanish fashion retailer Zara opens at Taipei 101. Taipei Times. Retrieved from http://www.taipeitimes.com/News/biz/archives/2011/11/05/2003517470 Wang, Y. (2010). Consumer Behavior: Characteristics in Fast Fashion. Retrieved from http://bada.hb.se/bitstream/2320/7723/2/2010.13.16.pdf Yang, M. (2011, December 9). 非懂不可時尚首富成功經. 遠見Global Views Monthly, 4-129. Yang, M. (2006, December 1). 平價奢華風. 遠見 Global Views Monthly, 246-192. Fashion Retailers Websites Baleno http://www.baleno.com.hk/ Fast Retailing http://www.fastretailing.com/eng/ Giordano http://www.giordano.com.tw/ Hang Ten http://www.hangten.com.hk/ Inditex Group http://www.inditex.com/en Net http://www.net-fashion.net/ Uniqlo.com http://www.uniqlo.com/tw/ Zara http://www.zara.com |
| Description | 碩士 國立政治大學 國際傳播英語碩士學位學程(IMICS) 100461017 101 |
| 資料來源 | http://thesis.lib.nccu.edu.tw/record/#G0100461017 |
| Type | thesis |
| dc.contributor.advisor | 陳儒修 | zh_TW |
| dc.contributor.advisor | Chen, Ru Shou | en_US |
| dc.contributor.author (Authors) | 吳凱麟 | zh_TW |
| dc.contributor.author (Authors) | ELENA NG MAK | en_US |
| dc.creator (作者) | 吳凱麟 | zh_TW |
| dc.creator (作者) | ELENA NG MAK | en_US |
| dc.date (日期) | 2012 | en_US |
| dc.date.accessioned | 11-Jul-2013 17:59:03 (UTC+8) | - |
| dc.date.available | 11-Jul-2013 17:59:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Jul-2013 17:59:03 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0100461017 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/58861 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際傳播英語碩士學位學程(IMICS) | zh_TW |
| dc.description (描述) | 100461017 | zh_TW |
| dc.description (描述) | 101 | zh_TW |
| dc.description.abstract (摘要) | Zara是世界上最大的快速時尚零售商之一。從1975年第一家Zara開設於西班牙，至今Zara在世界上總共有1,763家分店。亞洲對Inditex來講是一個重要的擴展市場。Inditex集團（紡織品設計企業）是時裝控股公司，旗下擁有Zara和其他七個品牌。身為一個快速時尚開拓者，Zara以最快的速度及合理的價格來體現最新潮流時尚。Zara在2011年進駐台灣，從此這品牌非常成功。本研究是從文化的觀點分析探討台灣的Zara消費者行為。為了瞭解這個時尚與社會現象，我們檢驗關於時尚的理論與概念，以及Zara在國內市場和全世界產生的影響。除了文獻探討之外，我們也採訪在台灣的Zara消費者和店員，並在西班牙Zara進行實地研究調查。 | zh_TW |
| dc.description.abstract (摘要) | Zara is one of the largest fast fashion retailers in the world. Since its first opening in 1975 in Spain, it has reached the total number of 1,763 stores around the world. Asia is a key expansion market for the Inditex Group (Textile Design Industry), which is the holding company of Zara and seven other chain stores. As a pioneer in fast fashion, Zara absorbs the trends and bring them to the stores in the shortest time possible at affordable prices. Zara arrived in Taiwan in 2011 and since then, the success is significant. The purpose of this study is to explore the perceptions and motivations behind the consumer behavior in Zara among Taiwanese consumers. In order to understand the fashion and social phenomenon, we examine the theories and concepts related to fashion, as well as the background of Zara in its home market and its impact worldwide, especially in Taiwan. Apart from the literature review, we will conduct interviews with Taiwanese customers of Zara and store assistants in Taiwan. As well, we will include observations from Zara in Spain. Unlike previous case studies of Zara, which have a business focus, we address the present study from a cultural perspective. | en_US |
| dc.description.tableofcontents | Abstract iii Chinese Abstract 中文摘要 iv Table of Contents v Table of Figures viii Chapter 1. Introduction 1 1.1 Motivation 1 1.2 Purpose 3 1.3 Research question 5 1.4 Method 6 1.5 Thesis structure 7 Chapter 2. Literature Review 9 2.1 Interpretations of fashion 9 2.2 Sociological discourse 11 2.3 Fashion as a social phenomenon 15 2.3.1 Fashion and symbolic consumption 17 2.3.2 Fashion and anxiety 19 2.4 Haute couture and Prêt-à-porter 21 2.4.1 Retailing and global fashion 23 2.5 Mass fashion and fast fashion 24 Chapter 3. Zara: an Overview 28 3.1 Inditex, Zara and Amancio Ortega 29 3.1.1 Zara: Business model 34 3.1.2 Zara: Marketing and (zero) Advertising 37 3.2 Zara: Current situation 39 3.2.1 Zara in Spain 39 3.2.2 Zara expansion worldwide 41 3.2.3 Zara in Taiwan 47 Chapter 4. Research and Analysis 52 4.1 Interviews with Zara Taiwanese consumers 55 4.1.1 Perception of Zara in Taiwan 55 4.1.2 Taiwanese style and Zara 59 4.1.3 Value of Zara in Taiwan 62 4.1.4 Position of Zara among other brands in Taiwan 65 4.1.5 Impacts of Zara on the consumer 67 4.1.6 Impacts of Zara on the consumer’s daily life 71 4.1.7 Reason of Zara’s popularity in Taiwan 74 4.2 A field trip with a fashion consumer 78 4.3 Interviews with Zara store assistants 84 Chapter 5. Conclusion 88 5.1 Discussion 92 5.2 Limitations of study 95 5.3 Further research 97 Appendices 99 Reference 110 | zh_TW |
| dc.format.extent | 1529720 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0100461017 | en_US |
| dc.subject (關鍵詞) | Zara | zh_TW |
| dc.subject (關鍵詞) | 快速時尚 | zh_TW |
| dc.subject (關鍵詞) | 消費者行為 | zh_TW |
| dc.subject (關鍵詞) | 時尚學 | zh_TW |
| dc.subject (關鍵詞) | Zara | en_US |
| dc.subject (關鍵詞) | Inditex | en_US |
| dc.subject (關鍵詞) | Taiwan | en_US |
| dc.subject (關鍵詞) | fast fashion | en_US |
| dc.subject (關鍵詞) | consumer behavior | en_US |
| dc.title (題名) | Zara在台灣的消費者行為研究 | zh_TW |
| dc.title (題名) | Zara Consumer Behaviors in Taiwan | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | Agence France-Presse. (2013 March 15). Inditex (Zara) sortea crisis en España gracias a su expansión en Asia. Yahoo! México Finanzas. Retrieved from http://mx.finanzas.yahoo.com/noticias/inditex-zara-sortea-crisis-españa-204100282.html Anxiety. In Oxford Dictionaries. Retrieved from http://oxforddictionaries.com/definition/english/anxiety?q=anxiety Arnold, R. (2001). Fashion, desire and anxiety: Image and morality in the 20th century. New Brunswick, N. J.: Rutgers University Press. Barnard, M. (2007). Fashion Theory: A reader. New York: Routledge Student Readers. Cachon, G., & Swinney, R. (2011). The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior. Management Science, vol. 57, (4), 778-795. Retrieved from http://www.stanford.edu/~swinney/FastFashion.pdf Carlyle, E. (2013 March, 4). The Year’s Biggest Winner: Zara Billionaire Amancio Ortega. Forbes. Retrieved from http://www.forbes.com/sites/erincarlyle/2013/03/04/ the-years-biggest-winner-zara-billionaire-amancio-ortega/ Chung, O. (2012 January, 6). Nurturing the Fashion Industry. Taiwan Today. Retrieved from http://taiwantoday.tw/ct.asp?xItem=190961&CtNode=124 Crane, D. (2000). Fashion and its social agendas: Class, gender, and identity in clothing. Chicago: University of Chicago Press. Fashion. In Merriam-Webster Dictionary. Retrieved from http://www.merriam- webster.com/dictionary/fashion Ferdows, K., Lewis, M., & Machuca, J. (2003). Case Study: Zara. Supply Chain Forum: An International Journal, vol. 4, (2), 62-67. Retrieved from http://www.supplychain-forum.com/documents/articles/Case%20Study%20Zara1.pdf Ferdows, K., Lewis, M., & Machuca, J. (2004, November). Zara’s Secret for Fast Fashion, Harvard Business Review, vol. 82, (11). Ghemawat, P., & Nueno, J. (2003). Zara: Fast Fashion. Case study. Harvard Business School, 1-35. Retrieved from http://researchingsustainability.files.wordpress.com/2012/01/zara-harvard-case.pdf ICEX (2011 May, 9). Empresas españolas establecidas en: Taiwán [Spanish companies established in: Taiwan]. Retrieved from http://www.oficinascomerciales.es/icex/cda/controller/pageOfecomesGen/0,5936,5398971_5399906_5503422_4485228_TAI,00.html Kawamura, Y. (2005). Fashion-ology. Oxford; New York: Berg. Lane, R. (2000). Jean Baudrillard (Routledge Critical Thinkers). Use-value and exchange-value (pp. 67-77). London & New York: Routledge. Martínez Barreiro, A. (2006). La difusión de la moda en la era de la globalización. Universidad de la Coruña. Facultad de Sociología, 187-204. Retrieved from http://ddd.uab.es/pub/papers/02102862n81/02102862n81p187.pdf Martínez, D. (2012). Zara: Visión y estrategia de Amancio Ortega. Barcelona: Conecta. Mass fashion. In Glencoe/McGraw-Hill Glossary. Retrieved from http://www.glencoe.com/sec/busadmin/marketing/dp/ap_and_acc_mktg/gloss.shtml Monneyron, F. (2006). 50 respuestas sobre la moda. Barcelona: Gustavo Gili. Paro España, Tasa de paro 2013. (Unemployment in Spain, unemployment rate in 2013) Retrieved from http://www.datosmacro.com/paro/espana Royo-Vela , M. & Casamassima, P. (2010). The influence of belonging to virtual brand communities on consumers’ affective commitment, satisfaction and Word-of-mouth advertising: The ZARA case. Online Information Review, vol. 35, (4), 517-542. Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=1944272 Squicciarino, N. (2006) El vestido habla (5th ed.). Madrid: Cátedra Sowden, L-J. & Grimmer, M. (2009). Symbolic Consumption and Consumer Identity: An Application of Social Identity Theory to Car Purchase Behaviour, 1-9. Melbourne, Australia: ANZMAC Conference (Australia and New Zealand Marketing Academy). Retrieved from http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-206.pdf Tan, J. (2011 November, 5). Spanish fashion retailer Zara opens at Taipei 101. Taipei Times. Retrieved from http://www.taipeitimes.com/News/biz/archives/2011/11/05/2003517470 Wang, Y. (2010). Consumer Behavior: Characteristics in Fast Fashion. Retrieved from http://bada.hb.se/bitstream/2320/7723/2/2010.13.16.pdf Yang, M. (2011, December 9). 非懂不可時尚首富成功經. 遠見Global Views Monthly, 4-129. Yang, M. (2006, December 1). 平價奢華風. 遠見 Global Views Monthly, 246-192. Fashion Retailers Websites Baleno http://www.baleno.com.hk/ Fast Retailing http://www.fastretailing.com/eng/ Giordano http://www.giordano.com.tw/ Hang Ten http://www.hangten.com.hk/ Inditex Group http://www.inditex.com/en Net http://www.net-fashion.net/ Uniqlo.com http://www.uniqlo.com/tw/ Zara http://www.zara.com | zh_TW |