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研究生:法子晴
研究生(外文):Maria Soledad Falconi Cobo
論文名稱:以結構方程模型推論顧客參與對客製化鞋款的購買意願影響
論文名稱(外文):Exploring Customers’ Willingness of Paying More for Customized Footwear with Structural Equation Model
指導教授:葉雯玓博士
指導教授(外文):Yeh Wen-Dih, Ph.D.
口試委員:陳立杰、喬凌浩
口試日期:2016-07-07
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:互動媒體設計研究所
學門:設計學門
學類:視覺傳達設計學類
論文種類:學術論文
畢業學年度:104
中文關鍵詞:大量客製化、參與、鞋、結構方程模型
外文關鍵詞:Willingness to Pay MoreMass CustomizationInvolvementFootwearStructural Equation Model
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鞋業正面新型挑戰:因應不斷增加的客製化消費者需求,製鞋公司必須開始為小眾市場、大量客製化市場或單一市場設計鞋款,這隱含著一個現象,即每位消費者都是一個獨立市場。但同時消費者又對價格感到敏感,因此本文主旨在於研究消費者參與的變因如何影響其購買客製化鞋款的付費意願。
本文利用 Google Formats 作為研究工具,搜集 199 位大學女性消費者的資料,並利用 SPSS 線性迴歸找出三個最重要的自變項:自我相關程度、價格認知以及產品知識,依變項:較高的購買意願。此外,本文利用 LISREL 分析工具建構結構方程模型(SEM),以定義各項變因之交互作用。
研究結果顯示上述三項變因對客製化產品的線上銷售有直接影響。然而廣告和實際營運變因的影響並不在本文研究範圍內,未來若欲建立完整的線上客製化銷售模型分析,本文可以作為研究參考。
Footwear companies are facing a new challenger: increasingly individualized customer requirements. They have to design products for market niches with a mass customized concept, that means: each customer pursuit its own product. Knowing that customers are highly sensible about the price, whereby the objective of this research is to explore the dynamic of these factors in order to give the customers a good reason to choose customized footwear and pay more for them when they purchase it online.
Survey data was collected from 199 female university customers with Google Formats help; a SPSS linear regression tool was used to find the influence of three main involvement factors: self-relevance, price perception and product knowledge to the dependent variable: willingness to pay more. Furthermore the researcher develops a Structural Equation Model to define the factors dynamic using LISREL statistic’s tool. The results suggest the factors have to be considered in this business model to get more revenues from the customized products. However, commercial and operative issues are not considered in this study. Whence this research didn’t analyze the complete online customize business model, but this paper can be used as the reference for future investigations.
ABSTRACT i
摘 要 ii
ACKNOWLEDGEMENT iii
INDEX iv
TABLES INDEX v
FIGURE INDEX vi
CHAPTER ONE: INTRODUCTION 1
1.1 Generalities 1
1.2 Background 1
1.3 Research problem 3
1.4 Research objectives 4
1.5 Scope and limitations 4
1.6 Study Method 6
CHAPTER TWO: LITERATURE REVIEW 7
2.1 Generalities 7
2.2 Mass customization theoretical analysis 7
2.2.1 Co-designing customer integration level 9
2.2.2 Footwear features and complexity in customizing 12
2.3 Range the price and cost level 15
2.3.1 Incremental cost of mass customization 16
2.3.2 Balancing the increased cost with benefits 18
2.3.3 Theoretical Basics of the Customer Value Concept 19
2.4 Involvement 21
2.4.1 Self-relevance 23
2.4.2 Price Perception 23
2.4.3 Product Knowledge 24
2.5 Mass customization companies 25
2.5.1 Case of study: Shoes of Prey Co. 27
2.6 Concept of Structural Equation Modeling (SEM) 29
CHAPTER THREE: METHODOLOGY 31
3.1 Research design 31
3.2 Research method 32
3.2.1 Target 32
3.2.2 Descriptive analysis 34
3.2.3 Correlated Analysis 36
3.3 The Conceptual Model of the Research 38
CHAPTER FOUR: ANALYSIS 40
4.1 General View 40
4.2 Measure Validation 43
4.3 Results of the Structural Model 47
4.4 Hypotheses Testing 50
4.4.1 Validation H1 50
4.4.2 Validation H2 51
4.5 Discussion and implications 51
CHAPTER FIVE: SUMMARY & CONCLUSIONS 53
REFERENCES 57
APPENDIX 62
Appendix A. Questionnaire 62
Appendix B. Structural Equation Model program 64
Appendix C. Shoes of Prey Authorization of web site Use 65
Appendix D. Footwear Mass Customization Interview Example, Shoe of Prey Co web site. 66
Appendix E. Involvement Interview Format 72
Appendix F. Questionnaire first draft. 74
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