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題名:裸裝商店的裸裝形象與知覺價值對消費者忠誠度之關係研究
作者:羅婷筠
作者(外文):LO, TING-YUN
校院名稱:國立雲林科技大學
系所名稱:設計學研究所
指導教授:杜瑞澤
學位類別:博士
出版日期:2024
主題關鍵詞:裸裝商店裸裝形象知覺價值忠誠度永續消費unpacked storesunpacked imageperceived valueconsumer loyaltysustainable consumption
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綜觀2023年世界大地,科技資訊發達,環境遭受汙染,各種疾病的崛起,造成環境大量塑膠污染,大地反撲的結果衝擊人們的生活品質,環境有害物質最後進入食物鏈,影響人們的身心理素質和健康,因此人們開始注意永續發展的重要性。因應環境保護潮流趨勢,國內外有許多裸裝商店的崛起,然而大多因資金不足及正確環保消費觀念未興的狀況,使得裸裝商店商品價格較難與一般超商抗衡,再加上消費者購買商品對於裸裝商店也只是選購商品的途徑之一,並不見得有真正落實永續消費的行為,故最後導致裸裝商店歇業,實在為之可惜。
本研究以「裸裝商店經營案例」為研究對象,在循環經濟的範疇中針對裸裝商店形象、知覺價值、消費者忠誠度等相關文獻加以探討,協助裸裝商店找到永續經營的方式和法則。本研究方法採質性和量化的方式,透過專家訪談結合結構方程模型探討研究變數三者之間相互影響和關係,同時整合過去至現今裸裝商店的商業經營模式和脈絡,最終訂定裸裝商店明確的未來發展有效策略。
本研究結構模型分析結果得知,雖裸裝形象沒有間接透過知覺價值顯著影響忠誠度,但裸裝商店的裸裝形象、知覺價值和忠誠度三者有一定相互的影響關係。而裸裝形象是影響知覺價值的主要因素,其次影響消費者忠誠度,同時知覺價值影響消費者忠誠度。
本研究專家訪談分析結果得知,以此得知裸裝商店提供另一種新興的消費模式,同時也融入體驗元素的感受;而裸裝商品多元化可供消費者選擇,消費者可決定採買份量,且容器的成本可以轉變為折扣價;販賣的商品須附有檢驗報告,可由社區型態發展小型超市為始,以網路、教育或講座宣導裸裝消費思維;政府和民間團體訂定相關配套措施和法則,透過永續消費行為帶動人們生態保育意識。
在裸裝商店行銷關鍵重點和要素中,裸裝商店經營的模式針對2個族群,包括消費者,從消費行為和模式改變他們的觀念;經營者,經營上需有「策略聯盟」,例如加盟連鎖店,讓它產生更大的連鎖效應和影響力。裸裝商店經營的模式有5個面向,包括品項面:品項多元且具足;品質面:食物保存有良好的管制機制;價格面:因無包裝的關係,價格應偏低;環境面:環境氣氛營造舒適、友善感;服務面:員工訓練和服務流程有良好規劃和設計。裸裝商店廣告的宣傳和設計有3個面向,包括環保:環境的永續和維護;健康:食物沒有過多添加物對身體更健康;便宜:省略包裝故販賣價格更低。裸裝商店新興的消費模式有2種,第一種比如很古早的行動販賣車,它可以減低人力和空間成本,是移動性很高的方式;第二種比如定點式的,類似「無人商店」或「販賣機」的形式,它可以自動稱量和計金額。
本研究依照裸裝商店經營者的熱情和期許,全文統合裸裝商店經營成功案例萃取推廣和行銷的關鍵因素,了解過去裸裝商店經營不佳的狀況,提供給未來裸裝商店業者行銷策略和方案,裸裝商店產業可以運用創新開發再度使經濟重新啟航,期望能在商業市場有所突破站穩一定的基石,以此涵厚裸裝商店的定位和參考依據和方向。同時讓「永續消費」延展成為人們的心理價值並增進國際視野與心域,亦串連其他相關領域的優勢和發掘多元綠色美化構面和觸角,促使消費者願意親試無包裝購物帶來環境復甦的意義和感動,達到健康、平安、安全之良健生活社會的美好循環與體貌。
關鍵詞:裸裝商店、裸裝形象、知覺價值、忠誠度、永續消費
In 2023, the global environment is characterized by a multifaceted landscape. While there has been rapid advancement in technology and information, there has also been a significant escalation in environmental pollution. The proliferation of various health concerns has led to a substantial increase in plastic pollution, which has had detrimental effects on the environment and subsequently impacted the well-being of individuals. The influx of toxic substances into the food chain has also had implications for mental, physical, and overall health. Consequently, there is a growing emphasis on the importance of sustainable development.Numerous retail establishments, both domestically and internationally, have arisen under the moniker of "unpacked stores," offering goods without packaging in response to the increasing awareness of environmental issues. Unfortunately, the majority of these enterprises have ceased operations due to insufficient financial support and a lack of comprehensive comprehension of sustainable consumption among consumers. This has hindered the ability of unpacked stores to effectively compete with traditional supermarkets on pricing. Furthermore, consumers frequently perceived unpacked stores as merely an alternative shopping avenue rather than a platform advocating genuinely sustainable practices.
This research examines the concept of "unpacked store business models" from the perspective of circular economics. It investigates the implications for brand perception, perceived value, and consumer loyalty using qualitative research and structural equation modeling. The objective is to assist unpacked stores in implementing sustainable practices by elucidating the connections between these variables.
The findings indicate that the unpacked image has a substantial impact on perceived value and, to a lesser degree, consumer loyalty. Perceived value also has a positive effect on consumer loyalty. The store's image plays a primary role in shaping perceived value, followed by its influence on consumer loyalty.
According to expert interviews, unpacked stores present a novel consumption model that integrates experiential aspects. The wide range of products available allows for personalized purchases and cost savings due to reduced packaging expenses. However, it is essential to conduct thorough analysis to ensure the safety and quality of these products. Initial implementation in small community markets, supported by educational campaigns, serves as a testing ground. To promote widespread adoption of sustainable practices and environmental responsibility, collaborative efforts and policies from both public and private sectors are necessary.
In terms of marketing, unpacked establishments need to change the attitudes of two important groups - consumers with changing habits, and operators seeking strategic partnerships to enhance networking and efficiency. Achieving operational excellence requires a wide range of products, stringent quality standards, competitive pricing with minimal overhead costs, a pleasant shopping atmosphere, and well-crafted services. Promotional campaigns emphasize the benefits of sustainability, health, and affordability. Innovative concepts such as mobile kiosks enhance accessibility, while "unmanned stores" streamline transactions for greater independence.
By incorporating insights from previous achievements, this research offers a framework for revitalizing the industry through pioneering experience-driven marketing and cooperative regulatory measures. It aims to empower retailers to establish themselves and redefine their distinct value proposition, while also fostering widespread acceptance of sustainable lifestyles and a more environmentally friendly post-pandemic era.
Keywords: unpacked store, unpacked image, perceived value, consumer loyalty, sustainable consumption
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