以服裝興趣、動機探討流行商品使用共同設計意願之研究─NIKE球鞋為例

The Impact of Clothing Interests and Motivations on the Willingness to Use Co-Design for Fashion Products- A Case Study of Nike Sports Shoes

詹宜佩(Yi-Pei Chan)

指導教授 ： 張俊惠

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00693

摘要

資訊科技的日新月異與網際網路的快速發展之下，現今的消費者搜尋及處理資訊能力大大提升，過去伴隨工業革命而來的大量生產與產品標準化模式，已不符合市場需求。《大量客製化》一書作者Pine(1993)提出：「大量客製化的新經濟模式將取代大量生產的經濟模式，成為21世紀的主流」，他將大量客製化定義為「大量生產個人化之客製商品與服務」。流行產品所採用之共同設計(co-design)更是大量客製化的經典代表。

本研究試圖以共同設計的NIKE球鞋進行實證，探究Gurel and Gurel(1979)所提出個人對服裝興趣的兩項特質，即體驗時尚(Experimenting with Appearance, EA)與自我風格(Enhancement of Individuality, EI)是否為使用共同設計意願兩項動機，即有趣的體驗與獨特性商品之前置因素，以及此兩項動機是否會正面影響使用共同設計意願；並進一步針對不同服裝興趣之目標市場群，個別發展出相關行銷策略。本研究以淡江大學商學院日間部學生為研究對象，採用問卷調查方式蒐集資料，主要以結構方程式模式(structural equation modeling, SEM)進行資料分析，研究分析結果與發現描述如下：
1.個人對服裝興趣之體驗時尚特質，會正面影響使用共同設計意願之兩項動機，即有趣的體驗與獨特性商品。
2.使用共同設計意願之兩項動機，有趣的體驗與獨特性商品，會正面影響使用共同設計意願，其中以獨特性商品之影響力較高。
3.對高體驗時尚群之消費者而言，服裝興趣之體驗時尚特質會正面影響使用共同設計意願之兩項動機，即有趣的體驗與獨特性商品，且此兩項動機，會正面影響使用共同設計意願。
4.建議廠商未來將高體驗時尚群之消費者視為共同設計之目標市場。

關鍵字

服裝興趣 ； 流行商品 ； 共同設計 ； 大量客製化

並列摘要

With the great development and innovation of informational technology and internet network, consumers nowadays are endowed with stronger ability to search for and deal with varieties of information. Mass and standardized production that came along with Industrial Revolution has been found to be not suitable for the present demands of market economy. Pine(1993), the author of Mass Customization, argued that the new economic mode of mass customization will replace mass production and turn into the 21 century mail stream. He defined mass customization as mass production to produce individually customized products and services. The classic representative of mass customization is to use co-design in the production of fashion products.

This study tried to explore, on the basis of the co-design pattern of Nike sports shoes, the validity of the argument offered by Gurel and Gurel that the two individual traits toward fashion clothing—“Experimenting with Appearance” and “Enhancement of Individuality”—are the two motivation involved in the willingness to use the co-design pattern, that is, if they can be regarded as the two antecedent factors of “exciting experience” and “unique products.” Moreover, this study tries to develop related marketing strategy aimed at each target market of different clothing interests. 224 pieces of valid response data were collected from the students of College of Business in Tamkang University. We employed questionnaire to collect data and analyzed it by structural equation modeling analysis. The results of the study are summarized as follows:
1.Experimenting with Appearance(EA), the individual trait for clothing interests will influence in the positive way the two motivations on the willingness to use co-design－exciting experience, unique product.
2.The two motivations on the willingness to use co-design─exciting experience,unique product will influence the willingness to use co-design, and the unique product owns higher effect.
3.To the high Experimenting with Appearance(EA) group, the individual trait for clothing interests will influence the two motivations on the willingness to use co-design－exciting experience,unique product positively.Besides,these two motivations will influence the willingness to use co-design positively.
4.The study suggests corporation should see high EA group consumers as the target market of co-design in the future.

並列關鍵字

Clothing Interest ； Fashion Product ； Co-Design ； Mass Customization

參考文獻

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