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論文中文名稱:Factors affecting Taiwanese customer involvement in Fast Fashion [以論文名稱查詢館藏系統]
論文英文名稱:Factors affecting Taiwanese customer involvement in Fast Fashion [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:管理學院
系所名稱:管理國際學生碩士專班 (IMBA)
畢業學年度:103
畢業學期:第二學期
中文姓名:Le Thi Bich Ngoc
英文姓名:Le Thi Bich Ngoc
研究生學號:102988027
學位類別:碩士
口試日期:2015/06/22
指導教授中文名:林鳳儀
指導教授英文名:NA
口試委員中文名:劉芬美;汪進揚;Feng-yi Lin
中文關鍵詞:customer involvement, fast fashion, group influence, individual difference
英文關鍵詞:customer involvement, fast fashion, group influence, individual difference
論文中文摘要:In nature, fast fashion is unpredictable. There is lack of research and knowledge in fast fashion consumer behaviors both in academic and marketing area. This research investigates how customer involvement is influenced by marketing strategies (pricing, designing, and timing strategy), individual differences and group influences. Beside, investigating how customer involvement affects their buying behaviors and their after-purchase attitudes. The data was collected by Taiwanese customers who have experience about fast fashion product, and brands studies on Zara, Uniqlo, Gap, and Mango. The research is based on descriptive analysis. The hypotheses were employed test by SPSS such as: reliability test, correlation analysis and linear regression. The result revealed that marketing strategies, individual differences and group influences had a positive influence on customer involvement toward fast fashion retailers. Quick response is the most important factor that affects customer involvement. From the result, fast fashion retailers need to develop their strategy every time. Hence, fast fashion retailers need to improve supply chain model and strategy to minimize the lead time. And the outcome is further developed into supply chain and marketing implication, also offering ideas for further research.
論文英文摘要:In nature, fast fashion is unpredictable. There is lack of research and knowledge in fast fashion consumer behaviors both in academic and marketing area. This research investigates how customer involvement is influenced by marketing strategies (pricing, designing, and timing strategy), individual differences and group influences. Beside, investigating how customer involvement affects their buying behaviors and their after-purchase attitudes. The data was collected by Taiwanese customers who have experience about fast fashion product, and brands studies on Zara, Uniqlo, Gap, and Mango. The research is based on descriptive analysis. The hypotheses were employed test by SPSS such as: reliability test, correlation analysis and linear regression. The result revealed that marketing strategies, individual differences and group influences had a positive influence on customer involvement toward fast fashion retailers. Quick response is the most important factor that affects customer involvement. From the result, fast fashion retailers need to develop their strategy every time. Hence, fast fashion retailers need to improve supply chain model and strategy to minimize the lead time. And the outcome is further developed into supply chain and marketing implication, also offering ideas for further research.
論文目次:ACKNOWLEDGMENT ii
List of Tables vi
List of Figures vii
Chapter 1.Introduction 1
1.1 Research Background 1
1.2 Research motivation 2
1.3 Research Objective 3
1.4 Research Methodology 4
1.5 Brand Introduction 4
1.5.1 Fast fashion Garment brands: 4
1.5.2 Zara 6
1.5.3 Uniqlo 7
1.5.4 GAP 8
1.5.5 Mango 9
Chapter 2 Literature Review 11
2.1 Fast fashion 11
2.2 Individual influences 14
2.3 Group influences 19
2.4 The Eliminate-Reduce-Raise-Create (ERRC Grid) 21
2.5 Business Model 23
2.6 Balance Score Card 26
2.7 Marketing strategies of fast fashion Dimensions 29
2.7.1 Timing strategy 29
2.7.2 Designing strategy 31
2.7.3 Pricing Strategy 32
2.8 Customer involvement 32
2.8.1 Definitions 32
2.8.2 Customer involvement Dimensions 35
Chapter 3.Methodology 37
3.1 Research framework and Hypothesis 37
3.1.1 Research hypothesis 37
3.2 Reasons for choosing Zara, Uniqlo, Gap, Mango as fast fashion brand example questionnaire 39
3.3 Sampling Method 39
3.4 Questionnaires design 40
3.5 Data analysis Techniques 43
Chapter 4 Data analysis and finding 44
4.1 Respondents’ profile 44
4.2 Reliability test 45
4.2.1 Model fitness 46
4.2.2 Pricing strategy 49
4.2.3 Designing strategy 50
4.2.4 Timing strategy 51
4.2.5 Customer Involvement 52
4.2.6 Individual difference 53
4.2.7 Group influence 54
4.3 Correlation testing 56
4.4 Regression analysis for characteristics of fast fashion and customer involvement 57
4.5 Discussion and Summary 59
4.6.1 Discussion 59
4.6.2 Summary 60
Chapter 5: Conclusion and Suggestion 61
5.1 Implication of timing strategy 61
5.1.1 Suppliers’ benefits 61
5.1.2 Market sensitive: 63
5.1.3 Virtual integration: 63
5.1.4 Network-based suppliers 64
5.1.5 Process-aligned 64
5.2 Implication of pricing strategy 65
5.2.1 Opportunist initial price: 65
5.2.2 Clearance sales: 65
5.3 Implication of design strategy 66
5.4 Implication of Individual difference and group influence 67
5.5 Limitation 67
Reference 69
Questionnaire 72
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論文全文使用權限:同意授權於2015-07-07起公開