快速時尚(Fast Fashion)，在講求快速時代中已逐漸取代高級時尚，成為現今的潮流。快速時尚意指快速反應伸展台時尚，透過整合性供應鏈快速上架並且採用平價策略加速販售率。台灣成衣零售業經過幾個階段性的發展，從早期小型零
售業到發展自有品牌，到近幾年台灣成衣零售業已逐漸邁向多元管道銷售通路。快速時尚興起也開始影響台灣零售業，隨著ZARA 跟UNIQLO 的兩大快速連鎖店進駐，台灣成衣零售業競爭與日劇增。快速時尚是一種以消費者為導向經營模式，
消費者購買需求會影響零售業經營策略，因此台灣零售業者及時尚創業者更需要一套完整經營策略分析。

本研究採用三種商業模式: 1.品牌網路商店(Branding Website Store)、2.品牌店面(Branding Physical Store)、3.客製時尚服務(Get Style)。每各商業模式下又分成時尚、便利、價格、服務、商品五大構面，進行消費者購賣意願調查(Patronage
Intention)。從問卷結果挑選一個最具顯著的商業模式，透過獲利模式手冊(BusinessModel Generation Handbook)進行多層次評估模擬分析，藉以找出一套適合實際發展商業模式，以作為時尚經營及創業之範例。

本研究於2013 年共收集247 分有效問卷，透過探索性因素分析(Exploratory Factor Analysis)與驗證性因素分析雙重驗證(Confirmatory Factor Analysis)。階層式迴歸分析(Hierarchical Regression Analysis)結果發現，品牌網路商店在便利、價格、服務、商品等構面跟購賣意願呈現顯著相關；購買意願在品牌店面跟時尚、價格、商品等構面有顯著相關性；時尚、價格、服務等構面被發現在客製時尚服務購買意願有相關性。結構方程式模式(Structural Equation Modeling)結果顯示，購買意願(Patronage Intention)與品牌網路商店(Branding Website Store)、客製時尚服務(Get Style)各具有相關性。綜合調查結果顯示品牌網路商店(Branding Website Store)的購買意願是最顯著商業模式，因此本研究以品牌網路商店為商業模式的原型，按照獲利模式手冊的建議，進行有關商業模式藍圖(Canvas)、商業模式類型(Pattern)、商業模式設計(Design)、商業模式策略(Strategy)、商業模式流程(Process)等評估分析。最後產生一個創新商業模式，藉以降低經營風險，邁向真正獲利。

The fast fashion has replaced overwhelmingly the high fashion to become the trend of apparel industry worldwide, formed in response to the catwalk style fashion. This has contributed to the rapid growth of vertical supply chain which uses affordable price operation to enhance the sale. Taiwanese apparel industry has gone through several different developments from periods of wholesale, private brandings, and moved to multichannel retailing. The fast fashion and the joint venture of ZARA and UNIQLO recently have impacted with highly competition between retailing in Taiwan apparel industry. The fast fashion is driven by the shopping behavior of consumer to strong influence on the retail strategies. Therefore, retailers and entrepreneurs are urgently needed for a comprehensive assessment of business model in relevant to the shopping behavior of consumer.

This study conducted a questionnaire to investigate the patronage intention of consumers in 3 business models: Branding Website Store (BWS), Branding Physical Store (BPS), and Get Style (GS). Each model consisted of 5 sub-constructed components (e.g. fashion, convenience, price, service, and merchandise) to predict the patronage intention. As a result, the most significant business model was evaluated by using the practical techniques in Business Model Generation Handbook to analyze the feasibility of implementation.

A total of 247 valid questionnaires were collected in 2013. The data were analyzed by using the exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The results of hierarchical regression analysis showed that the components of convenience, price, service, and merchandise had strong relationship to the patronage intention in Branding Website Store (BWS). The components of fashion, price, and merchandise were significantly related to the patronage intention in Branding Physical Store (BPS). The patronage intention in Get Style (GS) was also correlated to the components of fashion, price, and service. Moreover, the results of structural equation modeling confirmed the correlation of patronage intention to Branding Website Store (BWS) or Get Style (GS). The overall results concluded that Branding Website Store (BWS) was the most significant business model. The sequential analysis based on Branding Website Store was assessed by 5 parts of canvas, pattern, design, strategy, and process in business generation model handbook. Consequently, an innovative business model can be established for execution in market to minimize the risks in order to obtain the real profit.

Acknowledgements ............................................................................................................................................ ii
Abstract ........................................................................................................................................................... iii
摘要 .................................................................................................................................................................. v
Table of Contents .............................................................................................................................................. vii
List of Figures.................................................................................................................................................... x
List of Tables ................................................................................................................................................... xii
Chapter 1 Introduction ........................................................................................................................................ 1
1.1 Background ................................................................................................................................................. 1
1.2 Motivation .................................................................................................................................................... 2
1.3 Objective ..................................................................................................................................................... 3
1.4 Problem Discussion ..................................................................................................................................... 4
1.5 Research Framework ................................................................................................................................... 5
Chapter 2 Literature Review................................................................................................................................. 9
2.1 Fast Fashion ............................................................................................................................................... 9
2.2 Apparel Retailing in Taiwan .......................................................................................................................... 16
2.3 Customer Behavior ...................................................................................................................................... 21
2.4 Business Model .......................................................................................................................................... 30
Chapter 3 Methodology ..................................................................................................................................... 35
3.1 Research Design ........................................................................................................................................ 35
3.2 Conceptual Framework ................................................................................................................................ 36
3.3 Hypothesis Development ............................................................................................................................. 37
3.4 Questionnaire Design .................................................................................................................................. 41
3.5 Pilot Test ................................................................................................................................................... 43
3.6 Sampling ................................................................................................................................................... 45
3.7 Data Analysis ............................................................................................................................................ 45
3.8 Business Model Analysis ............................................................................................................................ 48
Chapter 4 Result .............................................................................................................................................. 50
4.1 Descriptive Statistics .................................................................................................................................. 50
4.2 Exploratory Factor Analysis ........................................................................................................................ 55
4.3 Confirmatory Factor Analysis ....................................................................................................................... 69
Chapter 5 Analysis ........................................................................................................................................... 73
5.1 Innovative Business Model Canvas ............................................................................................................... 73
5.2 Patterns ..................................................................................................................................................... 77
5.3 Design ....................................................................................................................................................... 77
5.4 Strategy ..................................................................................................................................................... 86
5.5 Process ................................................................................................................................................... 101
5.6 Sales Evaluation ....................................................................................................................................... 103
Chapter 6 Conclusion ...................................................................................................................................... 104
6.1 Conclusion ............................................................................................................................................... 104
6.2 Implication ............................................................................................................................................... 106
6.3 Limitation ................................................................................................................................................. 107
6.4 Future Research ....................................................................................................................................... 108
Reference ...................................................................................................................................................... 109

Azevedo, S., Pereira, M., Ferreira, J., & Pedroso, V. (2008, December). Consumer buying behaviour in fashion retailing:
empirical evidencies (MPRA Paper 11908). Retrieved from University of Beira Interior, Munich Personal RePEc
Archive website: http://mpra.ub.uni-muenchen.de/11908/1/MPRA_paper_11908.pdf
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intentions: the intervening effect of price
fairness and perceived affect. Journal of business research, 56(7), 541-551.
Barnes, L., & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: shaping the research agenda. Journal of
Fashion Marketing and Management, 10(3), 259-271.
Bearden, W. O., 1977. Determinant attributes of store patronage: downtown versus outlying shopping centers. Journal
of Retailing, 53(2), 15-22.
Bell, S. J. (1999). Image and consumer attraction to intraurban retail areas: an environmental psychology approach.
Journal of Retailing and Consumer Services, 6(2), 67-78.
Bellenger, D. N., & Korgaonkar, P. R. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92.
Berry, L. L., Seiders, K., & Grewal D. (2002, July). Understanding service convenience. Journal of Marketing, 66, 1-17.
Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 20(1), 165-173.
Birtwistle, G., Clarke, I., & Freathy, P. (1998). Customer decision making in fashion retailing: a segmentation analysis.
International Journal of Retail & Distribution Management, 26(4), 147-154.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (Ed.). (2001). Consumer behavior. California:South-Western College
Capell, K. (2008, October). Zara thrives by breaking all the rules. Business Week. Retrieved from
http://www.businessweek.com/stories/2008-10-08/zara-thrives- by-breaking-all-the-rules
Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and
perceived risk as a mediator, Online Information Review, 32(6), 818-841
Chen, C. Y. (2011). The development of channels in Taiwan apparel industry. Retrieved from
http://www.twcsi.org.tw/topic_detail.php?Iid=254
Chen, S. C., Tsai, M. H. & Lin, M. J. (2006, Demcember). The study of entrepreneurial self-efficacy, social capital and
opportunity recognition on business failure bounce back. Journal of Enterpenurneurship Research, 1(1), 45-74.
Cheng, C. H. (2005). The Influence of Reference Group on Store Choice Criteria and Patronage Intentions (Master’s
thesis, National Cheng Kung University, Tainan,Taiwan).
China Youth Career Development Association. (2008). Popular Entrepreneurial Industry. Retrieved from
http://sme.moeasmea.gov.tw/SME/modules.php?name=km&file=article&sid=869
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online
shopping. Online Information Review, 33(4), 761-784.
Chowdhury, J., Reardon, J., & Srivastava, R. (1998). Alternative modes of measuring store image: an empirical
assessment of structured versus unstructured measures. Journal of Marketing Theory and Practice, 72-86.
Crask, M., & Fox, R. (1987). An exploration of the interval properties of three commonly used marketing research
scales: A magnitude estimation approach. Journal of the Market Research Society, 29(3), 317-340.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Department of Household Registration Affairs, Ministry of Interior (2012). Percentage of population at different age level
[Data file and code book].Retrieved from http://www.ris.gov.tw/zh_TW/346
Delafrooz, N., Paim, L., & Khatibi, A. (2009). Developing an instrument for measurement of attitude toward online
shopping. European Journal of Social Sciences, 7(3), 166-177.
Dubosson-Torbay, M., Osterwalder, A., & Pigneur, Y. (2002). E‐business model design, classification, and
measurements. Thunderbird International Business Review, 44(1), 5-23. doi:10.1002/tie.1036
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity.
Journal of Marketing Theory and Practice, 9(3), 61-75.
Finn, A., & Louviere, J. J. (1996). Shopping center image, consideration, and choice: anchor store contribution.
Journal of Business Research, 35(3), 241-251.
Gilmore, R., Margulis, W. & Rauch, R. A. (2001). Consumer’s attitude and retailers’ images in creating store choice.
A study of two different sides of the same story. International Journal of Value-Based Management, 14(3), 205-221.
Guercini, S. (2001). Relation between branding and growth of the firm in new quick fashion formulas: analysis of an
Italian case. Journal of Fashion Marketing and Management, 5(1), 69-79.
Hair, J. F. Jr, Anderson, R. E., Tatham, R. L. & Black, W. C. (1998), Multivariate Data Analysis, 5th ed. Upper Saddle
River, NJ: Prentice-Hall.
Hair, J. F., Black, W. C., Babin, B.J., Anderson, R.E. & Tatham, R.L. (2006), Multivariate data analysis.Upper Saddle
River, NJ: Prentice Hall.
Hawkins, D. I., Best, R. & Coney, K. (2003). Consumer behaviour: building marketing strategy. Boston,Massachusetts:
Irwin McGraw-Hill.
Hedman, J., & Kalling, T. (2003). The business model concept: theoretical underpinnings and empirical illustrations.
European Journal of Information Systems, 12(1), 49-59.
Hines, T., & Margaret, B. (2007). Fashion marketing: Contemporary issues, 2ed. Oxford, United Kingdom:Elsevier
Butterworth-Heinemann.
Interbrand (2012). Best global brands 2012 [Data file and code book]. Retrieved from: http://interbrand.com/en/
Jackson, T. 2001. The process of fashion trend development leading to a season. In T. Hines, and M. Bruce (Eds.),
Fashion marketing: Contemporary issues (pp.121–132). Oxford, United Kingdom:Elsevier Butterworth-Heinemann.
Kao, Y. F. (2013, August). Entrepreneurial Attitudes and Social Perception. Global Views Magazine, 326.
Katerattanakul, P., & Siau, K. (2003, December). Creating a virtual store image. Communications of the ACM, 46(12),
226-232. Retrieved from http://dl.acm.org/citation.cfm?id=953504
Kim, J. O., & Jin, B. (2001). Korean consumers’ patronage of discount stores: domestic vs multinational discount store
shoppers’ profiles. Journal of Consumer Marketing, 18(3), 236-255.
Kinashi, E. (2011, November 16). UNIQLO: strategy toward the world-leading apparel company. Japanest Nippon.
Retrieved from http://japanest-nippon.com/en/products/pd_detail.php?id=101
Knight, D. K., & Kim, E. Y. (2007). Japanese consumers' need for uniqueness: Effects on brand perceptions and
purchase intention. Journal of Fashion Marketing and Management, 11(2), 270-280
Koo, D. M. (2003). Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount
retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42-71.
Lastovicka, J. L. (1982). On the validation of lifestyle traits: A review and illustration. Journal of Marketing Research,
19(1), 126-138.
Lee, H. H., & Kim, J. (2010). Investigation dimensionality of multichannel retailer’s cross-channel integration practices
and effectiveness: shopping orientation and loyalty intention. Journal of Marketing Channels, 17(4), 281-312. doi:
10.1080/1046669X.2010.512859
Lee, M. & Johnson, K. K. P. (2002). Exploring differences between internet apparel purchasers, browsers and non-
purchasers. Journal of Fashion Marketing and Management, 6(2), 146-57.
Levy, M. & Weitz, B. (1995). Retailing management. Chicago,IL: Richard D. Irwin.
Linder, J. & Cantrell, S. (2000). Changing business models: surveying the landscape. Retrieved from
http://zh.scribd.com/doc/34836516/Changing-Business-Models- Surveying-the-Landscape
MacCarthy, B. L., & Jayarathne, PGSA. (2010). Fast fashion: achieving global quick response (GQR) in the
internationally dispersed clothing industry. In E. Cheng & J. Choi (Series Ed.), International Handbooks of Information
System: Innovative quick response programs in logistics and supply chain management, (pp. 37-60).
doi:10.1007/978-3-642-04313-0_3
Magretta, J. (2002, May). Why business models matter. Harvard Business Review, 80(5), 86-92.
Malhotra, N. K. (1983). A threshold model of store choice. Journal of Retailing, 59(2), 3-21.
Mihm, B. (2010). Fast fashion in a flat world: Global sourcing strategies. International Business & Economics Research
Journal, 9(6).
Ministry of Economic Affair, Institute of Commerce Development Research. (2010). Year book of enterprises
. Taipei:Taiwan: Ministry of Economic Affairs
Ministry of Economic Affair, Institute of Commerce Development Research. (2011). Apparel retailing report in 2009-
2010. Taipei: Taiwan: Ministry of Economic Affairs
Ministry of Economic Affairs, Samll and Medium Enterpise Administration. (2010). Small and Medium Enterprises
Paper.Taipei,Taiwan:Ministry of Economic Affairs.
Morris, M., Schindehutte, M., & Allen, J. (2005). The entrepreneur's business model: toward a unified perspective.
Journal of Business Research, 58(6), 726-735.
Moye, L. N. (2000). Influence of shopping orientations, selected environmental dimensions with apparel shopping scenarios, and attitude on store patronage for female consumers (Doctoral disseration.Virginia Polytechnic Institute and
State University, Blacksburg, Virginia).
Nunnaly, J. C. & Bernstein, I. R. (1994). Psychometric Theory 3rd ed. New York, NY: McGraw-Hill.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and
challengers.Hoboken, NJ: John Wiley & Sons, Inc.
Pan, Y., & Zinkhan, G. M. (2006). Determinants of retail patronage: a meta-analytical perspective. Journal of Retailing,
82(3), 229-243.
Park, H. H., & Sullivan, P. (2009). Market segmentation with respect to university students' clothing benefits sought:
Shopping orientation, clothing attribute evaluation, and brand repatronage. International Journal of Retail & Distribution
Management, 37(2), 182-201.
Preez, D. R., Visser, M. E., & Noordwyk, J. V. H. (2008). Store image: toward a conceptual model Part 1. SA Journal
of Industrial Psychology, 34(2), 50-58. doi: 10.4102/sajip.v34i2.721
Reardon, J., Mikller, C. E., & Coe, B. (2011). Applied scale development: measurement of store image. Journal of
Applied Business Research (JABR), 11(4), 85-93.
Seock, Y. K. (2009). Influence of retail store environmental cues on consumer patronage behavior across different retail
store formats: An empirical analysis of US Hispanic consumers. Journal of Retailing and Consumer Services, 16(5),
329-339.
Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models. Business Horizons, 48(3), 199-207.
Sheth, J. N. (1981). An integrative theory of patronage preference and behavior (BEBR Paper 808). Retrieved from
University of Illinois, Urbana-Champaign, College of Commerce and Business Administration, Bureau of Economic
and Business Research webiste: https://archive.org/details/integrativetheor808shet
Shim, S., & Kotsiopulos, A. (1992). Patronage behavior of apparel shopping: Part I. Shopping orientations, store
attributes, information sources, and personal characteristics. Clothing and Textiles Research Journal, 10(2), 48-57.
Simchi-Levi D., Kaminsky P., & Simchi-Levi E. (2008). Designing and Managing the Supply Chain: Concepts,
Strategies, and Case Studies 3rd ed. Boston,MA: McGraw-Hill/Irwin.
Solomon, M.R., Bamossy, G., Askegaard S., & Hogg, M. K. (2010). Consumer behaviour: a European perspective
4th ed. Europe, Essex: Prentice Hall.
Sorescua, A., Frambachb, R. T., Singhc, J., Rangaswamyd, A.,& Bridges, C. (2011). Journal of Retailing, 87S,
S3–S16.
Spiggle, S., & Sewall, M. A. (1987, April). A choice sets model of retail selection. The Journal of Marketing, 51, 97-111.
Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision-marking styles. Journal of
Consumer Affairs, 20(2), 267-279.
Sull, D., & Turconi, S. (2008). Fast fashion lessons. Business Strategy Review, 19(2), 4-11.
Taiwan National Statistic (2012). Percentage of disposable income per capita in D. I. capita [Data file and code
book].Retrieved from http://ebas1.ebas.gov.tw/pxweb/Dialog/statfile9L.asp
Tellis, G.J., & Gaeth, G.J. (1990). Best value, price-seeking, and priceaversion: the impact of information and learning
on consumer choices. Journal of Marketing, 54 (2), 34-45.
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical
assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), 193-200.
The World Bank Group (2012). Annual percentage growth rate of GDP [Data file and code book]. Retrieved from
http://data.worldbank.org/data-catalog/GDP-ranking-table
Tiplady, R. (2006, April, 4). Zara: taking the lead in fast-fashion. Bloomberg Businessweek. Retrieved from
http://smgpublish.bu.edu/ren/OM725/extra/Zara_ Taking the Lead in Fast-Fashion - BusinessWeek.pdf
Tokatli, N. (2008). Global sourcing: insights from the global clothing industry-the case of Zara, a fast fashion retailer.
Journal of Economic Geography, 8(1), 21-38.
Tzou, B. H. (2012). Apparel retaining in Taiwan. Material handling Magzine & Modern Logistics ,60, 47-48.
Visser, M. E., Preez, D. R., & Noordwyk, J. V. H. (2006). Importance of apparel store image perceptions of female
consumers. SA Journal of Industrial Psychology, 32(3), 49-62.
Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopping typology. Journal of Retailing, 61 (1), 78-101.
Wong, M. (2008, July 30). Income level of household [Web blog message]. Retrieved from http://morrisjfwong.com/blog/
Workman, J. E., & Cho, S. (2012). Gender, fashion consumer groups, and shopping orientation. Family and Consumer Sciences Research Journal, 40(3), 267-283.
Yang, S. L. (2007). Research of Female Consumers’ Purchase Intention and Vendor Management in Taiwan’s Online
Auction- base on Female Product (Master’s thesis, Kun Shan University, Tainan, Taiwan).
Yoh, E. (1999), Consumer adoption of the internet for apparel shopping (unpublished Doctoral Dissertation). Iowa State
University, Ames, Iowa.
Yun, Z. S., & Good, L. K. (2007). Developing customer loyalty from e-tail store image attributes. Managing Service
Quality, 17(1), 4-22. doi: 10.1108/09604520710720647
Zhang, Y. (2012). Fashion attitudes and buying behaviors of cross-cultural college students toward apparel products
(Master’s thesis, Ball State University).
Zhao, Y. (2007). Fashion trend: mod style at modest prices. China Pictorial. Retrieved from
http://www.rmhb.com.cn/chpic/htdocs/english/200709/8-2.htm