| 摘要: | 自20世紀以來，因經濟、科技的進步及網路世代的興起，人們接收資訊的時間越發快速，時尚市場也因此受到了改變，再資訊全球化的時代下，2005年世貿組織取消了全球成衣紡織品的配額制度，時尚服飾業在各地展開時尚行業，而快時尚(Fast Fashion)發展趨勢就此興起，且為維持大眾需求，快時尚追求生產快速、平價、潮流，在時尚市場打下另一個天地，包含知名的H&M、ZARA、Gap、Uniqlo，皆屬為快時尚品牌。
初期快時尚發展快速，全球各地不斷快速展店，為了生產快速，成為了製造高污染、高耗能的產業，其行銷主打低價便宜，吸引大眾消費，而造成了消費者大量購買後，過度浪費的現象出現。近幾年快時尚市場逐漸飽和，再加上全球環保意識興起，快時尚的汙染及勞工問題引發全球關注，抵制快時尚品牌的消費者出現，許多消費者從「投資消費」，轉為「投資自己」，新一代的消費者在消費商品上更追隨個性化與新穎化，多數轉為選擇購買潮牌，2016年快時尚市場營收開始下滑。
2019年美國Forever 21宣布破產，快時尚意識到了危機，各品牌開始出現永續綠色產品(Green Products)服飾系列，希望推出綠色產品來挽回市場名聲以及實現永續環保，但生產綠色產品過程複雜，需花費的成本高，對於定位平價的快時尚來說，是一種挑戰，消費者是否願意購買價格較其他商品高的綠色產品，對於品質是否依然存有疑慮，是否可以接受快時尚的綠色產品，讓快時尚營收增加，對快時尚來說是另一種新的挑戰。
本研究主要以消費者的觀點，探討快時尚綠色產品在消費者知覺品質(Perceived Quality)、知覺價值(Perceived Value)對消費者購買意願(Purchase Intention)之影響，以消費者涉入程度(Consumer Involvement)則作為干擾變數，根據文獻瞭解知覺價值、知覺品質、消費者涉入各構面的定義與關係，並針對快時尚的消費者透過發放問卷方式後進行迴歸分析，研究將有助快時尚品牌了解到消費者對於快時尚綠色產品的想法，並進一步提供快時尚品牌在綠色產品行銷操作中的參考和應用。
Since the 20th century, due to the progress of the economy, science and technology and the rise of the Internet generation, people receive information more and more rapidly, the fashion market has also been changed, and then in the era of information globalization, in 2005 the WTO canceled the quota system of global garment textiles, the fashion industry in various places to carry out the fashion industry, and fast fashion development trend has risen, and in order to maintain public demand, fast fashion pursues the production of fast, affordable, trend, in the fashion market to lay another world, including the well-known H&M, ZARA, Gap, Uniqlo, are all fast fashion brands.
In the early days of fast fashion development, the world continues to rapidly expand stores, in order to produce fast, has become a manufacturing high pollution, high energy consumption industry, its marketing focus on low prices and cheap, attracting mass consumption, and caused consumers to buy in large quantities, excessive waste phenomenon appears. In recent years, the fast fashion market has gradually saturated, coupled with the rise of global environmental awareness, fast fashion pollution and labor problems have aroused global concern, the emergence of consumers who boycott fast fashion brands, many consumers from "investment consumption", to "invest in themselves", a new generation of consumers in consumer goods more follow the personalization and novelty, most of them choose to buy tide brands, in 2016 fast fashion market revenue began to decline.
In 2019, the United States Forever 21 declared bankruptcy, fast fashion realized the crisis, the brands began to appear sustainable green product clothing series, hoping to launch green products to save the market reputation and achieve sustainable environmental protection, but the production of green products is complex, the cost is high, for the positioning of affordable fast fashion, is a challenge, whether consumers are willing to buy green products with higher prices than other goods, there are still doubts about whether the quality is still doubtful, whether fast fashion green products are acceptable, Increasing fast fashion revenue is another new challenge for fast fashion.
This study will explore the impact of fast fashion green products on consumer perception quality and perception value on consumers' willingness to buy, take the degree of consumer involvement as a disturbance variable, understand the definition and relationship of perception quality, perceptual value, consumer involvement and other aspects according to the literature, and conduct regression analysis for fast fashion consumers through the distribution of questionnaires, the research will help fast fashion brands understand consumers' ideas about fast fashion green products. And further provide the reference and application of fast fashion brands in the marketing operation of green products. |
