臺灣博碩士論文加值系統

過去幾十年來，快時尚對環境與社會造成的影響已為眾所關心的問題，過去雖有文獻發現消費者受社會價值與情感影響其購買意願，卻較少有以產品總生命週期的觀點，探討永續時尚價值構面與顧客知覺價值模型的關係。已有不少文獻運用設計思考流程，來探討商業管理相關的問題，但只有極少數被用來研究顧客價值。本研究以設計思考流程，透過同理心探索問題，一方面以總生命週期觀點將永續時尚價值分為6R構面，探究企業對永續性發展的策略實踐，另一方面歸納發展出5個顧客知覺價值，確定永續時尚價值構面與顧客知覺價值的關係，同時也檢定了顧客知覺價值與購買意願的相互作用，解鎖永續時尚消費者的真正需求。
研究發現永續時尚的消費者在意衣服的來源，重視品質及其為消費者帶來的外在社會認同與內在的自我實現滿足感，合乎道德的永續時尚消費，讓顧客覺得自己參與服裝整個生命流程、是故事的一部分，當消費者認同時尚業者的永續價值及其好處時，就願意以金錢為永續時尚投下支持的一票，為永續時尚買單。
本研究之理論貢獻如下：1.提出透過設計思考流程的新研究架構；2.確定新的結合閉環產品生命週期的永續時尚6R構面；3.提出新的永續時尚消費者的知覺價值構面；4.提出永續時尚價值模型，並探討企業與顧客對永續時尚的價值差距模型；5.討論了永續時尚顧客知覺價值與購買意願的關係。進一步幫助時尚業者瞭解並開發符合消費者價值需求商品，增加顧客的忠誠度，達到組織(尤其是採用創新商業模式的小公司)永續經營的目的、促進經濟、社會與環境平衡，增加人類福祉同時也使地球永續生存。

In the past few decades, the impact of fast fashion towards environment and society has drawn people concern. Although some research has found that consumers’ willingness to buy sustainable fashion are affected by social values and emotion, there are few studies are in the perspective of product life cycle to investigate the relationship between the value of sustainable fashion dimension and the perceived value of customers. Many previous studies apply the Design Thinking process to business management research, but very few of them use it to analyze customer value. This research use Design Thinking process to explore problems through empathy. It divides the value of sustainable fashion into 6R dimensions in the perspective of total life cycle and explore the strategic execution of fashion companies towards sustainable development. On the other hand, five customer perceived values are summarized and developed to determine the relationship between the sustainable fashion value dimension and customer perceived value. It also examines the interaction between customer perceived value and purchase intention which ultimately find out the actual needs of customers who support sustainable fashion.
The result finds that consumers concern the source of the clothes, the quality of sustainable fashion and the sense of social identity or self-satisfaction conferred by sustainable fashion. Sustainable fashion consumption in line with ethics that makes consumers feel like they are the participants and part of the story to contribute sustainable fashion. When consumers stand with the value of sustainable fashion and identify its benefits, they are willing to pay for it.
The theoretical contribution of the research is as follow: 1. propose a new research framework through the design thinking method. 2. confirm a new 6R dimension of sustainable fashion combined with a closed-loop product life cycle. 3. Propose the perceived value of customers towards sustainable fashion. 4. Propose the model of sustainable fashion value which investigate the value gap between fashion companies and customers. 5. Discuss the relationship between the perceived value of customers via purchase intention towards sustainable fashion. The results help fashion industry better understand and develop products which meet the customers value, increase customer loyalty, archive sustainable operation of the fashion companies (especially for small companies with innovative business model), achieve the balance in economics, society and environment in sustainable development and enhancing human well-being to make a better and sustainable planet.

摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究方法 4
第二章 文獻探討 6
第一節 永續時尚 6
第二節 顧客價值 27
第三節 設計思考 35
第三章 研究方法 39
第一節 研究架構 39
第二節 研究設計與研究假說 40
第三節 問卷調查 51
第四節 資料分析方法 61
第四章 研究分析 64
第一節 樣本特徵 64
第二節 測量品質分析 66
第三節 假說驗證分析 71
第五章 結果討論 78
第一節 永續時尚價值與顧客知覺價值 78
第二節 顧客知覺價值及購買意願 83
第六章 結論與建議 86
第一節 理論貢獻 87
第二節 實務意涵 87
第三節 研究限制與未來建議 88
參考文獻 90
附錄 研究問卷 108

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