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論文中文名稱:快速時尚中消費者的行為研究-以運動品牌Adidas 和Nike 為例 [以論文名稱查詢館藏系統]
論文英文名稱:Consumer Behavior In Fast Fashion Market– Performance Brand Adidas And Nike As An Example [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:高階管理碩士雙聯學位學程
畢業學年度:106
畢業學期:第二學期
出版年度:107
中文姓名:蔡秀伶
英文姓名:Hsiu-Ling Tsai
研究生學號:105C27510
學位類別:碩士
語文別:中文
口試日期:2018/06/29
論文頁數:77
指導教授中文名:林鳳儀
指導教授英文名:Lin Feng Yi
口試委員中文名:葉清江;方文昌;陳國樑
中文關鍵詞:快速時尚消費者行為品牌忠誠度運動品牌
英文關鍵詞:Fast fashionConsumer behaviorBrand loyaltySports wear
論文中文摘要:"快速時尚"自品牌H&M 和 Zara掀起了這股流行的浪潮,在多年經營下,營收及市占比都令人咋舌,因此,也愈來愈多品牌仿效他們的做法,但自2017年起,各品牌營收逐漸出現下滑的現象,再加上環保意識抬頭,似乎正影響者消費者在快速時尚追求高性價比的購買行為,而運動品牌龍頭Nike 和Adidas 縮短成衣供應鏈,力求快速供應的策略以趕上快速時尚的腳步是否也會影響消費者的對品牌的忠誠度和其消費行為。
論文英文摘要:Since H&M and Zara started the generation of "Fast fashion" trending, it had achieved the outstanding revenue and market share as a business model through the past years. Therefore, more and more brands and retailers tends to apply the same market strategy to their on-line and stores accordingly. However, we found the sales declining in recent fast fashion brands annual result since 2017. It’s related to the rising awareness of environmental protection and it may become one of the factor which affecting consumers behavior in fast fashion item purchasing. However, the sports leading brands Nike and Adidas who keep shorten the garment supply chain management as a strategy of go to market plan which is influencing consumers purchasing behaviors. In this study, we would like to give some suggestions from consumers perspective to meet diversity demands as well as take the responsibility of environmental protection.
論文目次:目錄
中文摘要 i
Abstract ii
誌謝 iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 5
2.1 時尚的定義 5
2.2 快速時尚的發展 7
2.3 消費者行為 12
2.4 品牌忠誠度 14
2.5 快速時尚帶來的環保疑慮 16
2.6 ADIDAS & NIKE品牌簡介 20
ADIDAS 20
NIKE 23
第三章 研究對象與資料蒐集方法 26
3.1 研究對象 26
3.2 資料蒐集方法 26
3.3 問卷設計 27
第四章 資料分析與結果 31
4.1 研究架構 31
4.2 資料分析與結果 32
4.2.1 敘述型統計分析 32
4.2.2 信度分析 37
4.2.3 效度分析 (因數分析) 41
4.2.4 迴歸分析 45
第五章 結論與建議 52
5.1 研究結論 52
5.2 未來研究建議 54
參考文獻 55
附錄一 59
附錄二 65
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12. Holbrook.M.B and Hirschman,E.C(1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research,9,132-140.
13. Jacoby,J and Chestnut,R.W. (1978). Brand loyalty: measurement and management, New York : Wiley Jacoby,J and Kyner,D.B. (1973).Brand Loyalty vs. Repeat Purchasing Behavior,
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20. Veblen (1899). The theory of the leisure class. Boston: Houghton Mifflin Vigneron, F. & Johnson, L.W. (1999), A review and a conceptual framework of prestige-seeking consumer behavior, Journal of Marketing Science Review, 99(1)

中文及其他參考資料
1. 黃秀儒,2007。快速流行服飾零售業者的競爭優勢─以西班牙品牌ZARA 為例。碩士論文。國立中山大學企業管理學系研究所
2. 許芙綿,2015。 探討品牌態度、品牌關係及品牌忠誠度的關連模式-以運動品牌為例。碩士論文。國立屏東大學國際貿易學系
3. 陳慧如,2014。平價時尚消費行為與品牌忠誠度之研究。碩士論文。逢甲大學國際經營管理
4. 陳英偉,2015 美育 [第205期]。國立勤益科技大學文化創意事業系教授從時尚到文創的美感跨越 An Aesthetic Crossover from Fashion to Cultural Creative Industry
5. https://topick.hket.com/article/2036145/Adidas Adidas擬未來用環保回收纖維2024年推環保商品
6. https://www.keepfighting.com.tw/tw/news/show.aspx?num=830&kind2=11&type=HIT Nike球衣改變的一小步,環保的一大步
7. http://cn.ntdtv.com/xtr/b5/2018/06/03/a1378259_p.html 寶特瓶酷變球衣 世足賽開打台紡織廠受惠
8. https://sourcingjournal.com/footwear/footwear-trends/nike-promises-double-business-halving-impact-new-sustainability-targets-mv-100682/ Nike Outlines New Sustainability Targets(May 12,2016)
9. http://brandirectory.com/jl/a2630f08b505fb15f0cc375135f2a6ca The most valuable apparel brand of 2018
10. https://www.highsnobiety.com/p/nike-most-valuable-apparel-brand-2018/Nike Remains World’s Most Valuable Apparel Brand in 2018,By Candice Nembhard in Style Mar 27, 2018
11. http://tube.chinatimes.com/20150717005384-261407 Nike的廣告標語《Just Do It》其實來自於一名殺人犯的遺言
12. https://www.gvm.com.tw/article.html?id=41043 穿一次就想丟?快時尚沒有告訴你的殘酷真相
13. https://www.beautimode.com/article/content/84109/ 一張小紙條引發的醜聞,快時尚過分的貪欲將毀掉未來
14. https://www.gvm.com.tw/article.html?id=36959 衣服多到穿不完?快時尚對環境汙染的祕辛
15. http://buzzorange.com/techorange/2014/09/04/why-ZARA-is-that-successful/ ZARA 的極速物流秘密武器:長達 200 公里的地下傳送帶
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