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題名 Zara在台灣的消費者行為研究
Zara Consumer Behaviors in Taiwan
作者 吳凱麟
ELENA NG MAK
貢獻者 陳儒修
Chen, Ru Shou
吳凱麟
ELENA NG MAK
關鍵詞 Zara
快速時尚
消費者行為
時尚學
Zara
Inditex
Taiwan
fast fashion
consumer behavior
日期 2012
上傳時間 11-七月-2013 17:59:03 (UTC+8)
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。
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
描述 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
資料類型 thesis
dc.contributor.advisor 陳儒修zh_TW
dc.contributor.advisor Chen, Ru Shouen_US
dc.contributor.author (作者) 吳凱麟zh_TW
dc.contributor.author (作者) ELENA NG MAKen_US
dc.creator (作者) 吳凱麟zh_TW
dc.creator (作者) ELENA NG MAKen_US
dc.date (日期) 2012en_US
dc.date.accessioned 11-七月-2013 17:59:03 (UTC+8)-
dc.date.available 11-七月-2013 17:59:03 (UTC+8)-
dc.date.issued (上傳時間) 11-七月-2013 17:59:03 (UTC+8)-
dc.identifier (其他 識別碼) G0100461017en_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) 100461017zh_TW
dc.description (描述) 101zh_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/#G0100461017en_US
dc.subject (關鍵詞) Zarazh_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) Zaraen_US
dc.subject (關鍵詞) Inditexen_US
dc.subject (關鍵詞) Taiwanen_US
dc.subject (關鍵詞) fast fashionen_US
dc.subject (關鍵詞) consumer behavioren_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 Taiwanen_US
dc.type (資料類型) thesisen
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