探討會員制服裝訂閱模式之消費者態度與經營挑戰－以B公司為例

隨著網路資訊普及近年來許多服裝電商迅速發展，自 2008 年金融風暴後消費者更開始思考如何有效運用資源、最大化每筆支出價值。因此在歐美地區之服飾產業也紛紛出現了新型態的商業模式，如服裝租賃，甚至是月費制的服裝電商。而台灣廠商近年也逐漸跟隨歐美的腳步，為台灣女性提供服裝訂閱等租賃服務。本研究針對 25~40 歲學生與上班族女性進行深度訪談，企圖了解女性對服裝之困擾以及對創新會員制服裝訂閱模式之態度。研究結果重點分析如下: 1. 月費會員制造成消費者經濟與心理負擔後者因沉沒成本效應，消費者會企圖使用到回本，但此為被動需求，其會感受到不快樂之束縛感。 2. 女性覺得衣服永遠少一件起因於搜尋多樣化行為不同個體有不同最適刺激水準，當生活上之刺激低於此水準時，個體會去搜尋新產品或變換品牌等求新求變行為。而人格特質屬於外向型、創新型、自由型之人更喜歡搜尋多樣化行為，亦即更有動機使用可常穿新衣、變換造型之服裝訂閱服務。 3.服裝訂閱模式消費者需要漸進式引導此模式屬於不連續創新亦即產品打破舊有行為模式，消費者不易接受，因此必須從原有行為開始慢慢改變，如先從單件租賃開始慢慢培養消費者之租衣習慣。

關鍵字

搜尋多樣化行為；會員經濟；服裝租賃；訂閱模式

並列摘要

With new technological advances, many e-commerce companies have developed rapidly in recent years. Since the financial crisis in 2008, consumers have begun to think about how to effectively use resources and maximize the value of each expenditure. Therefore, the Clothing industry in the United States has also appeared a new type of business model, such as clothing rental, or even a subscription service of clothing. In recent years, Taiwanese companies have gradually kept up the pace of the United States to provide Taiwanese women with rental services. This study focuses on students and office ladies by in-depth interviews, and attempts to understand their opinions about clothing and the attitude toward membership clothing subscription model. Research results are highlighted as below: 1. The monthly membership fee may cause consumers’ burden. This burden can be divided into two categories, one is financial burden, and the other is psychological burden. The latter is due to the sunk cost effect. Consumers will attempt to make the monthly fee as worthwhile as possible. However, this is a passive demand, and it will make consumer feel unhappy. 2. Women feel clothes are always not enough because of variety-seeking behavior. Different individuals have their own optimal levels of stimulation. When the stimulus is lower than this level, individuals will either seek new products or change brands. Creative and liberal people are more motivation to use clothing subscription services that can provide them wear new clothes and change their appearance more often. 3. Consumers need adaptation period toward the clothing subscription model. This model is a discontinuous innovation. That is, the new service change consumers’ original behaviors that consumers can’t easily accept. Therefore, companies should gradually change their products step by step.