二手精品產業數位轉型模式探析 -以寵愛女人C2C精品交易平台為例

Abstract

近年來，二手商品市場蓬勃發展，特別是奢侈品的二手交易市場成為了精品價值活絡的新途徑。亞洲市場裡尤其是台灣，已成為二手精品交易的熱門地區。這一現象可歸因於70％的奢侈品消費者為中產階層，二手奢侈品市場的出現有助於緩解他們經濟上的壓力。然而，二手精品交易也伴隨著高風險和痛點，如詐騙、交易不安全和品質無法保證等。隨著全球疫情和景氣的影響，二手精品交易市場日益受到關注，線上交易平台的成熟和消費者已習慣將閒置二手包銷售給其他人，使得C2C交易市場更加繁榮。為提供並研究消費者更安全和可信賴的交易管道，本研究採用個案研究法和量化研究方法，深入研究寵愛女人精品交易平台的商業模式以及平台使用者。方法、樣本和研究成果：本研究首先進行深入的訪談，與寵愛女人精品交易平台的創辦人進行訪談，了解平台的核心價值以及信任理論所提到的信任感和安全感對平台的重要性。同時，本研究還針對平台的使用者進行了消費者深入訪談和問卷調查，進行實證分析。研究結果顯示(一)信任感和安全感是二手奢侈品交易平台的核心價值，對於消費者的信任和使用意願具有重要影響。(二)透過數位轉型與創新運用科技建置應用系統是二手奢侈品交易平台發展的關鍵和可行性關係。基於上述研究成果，本研究提出了二手精品產業可發展和延伸商業模式的建議，以供後續研究者和實務工作者更深入了解產業。In recent years, the second-hand goods market has flourished, especially the second-hand luxury goods market, which has become a new avenue for active value of luxury items. The Asian market, especially Taiwan, has become a popular region for second-hand luxury trade. This phenomenon can be attributed to the fact that 70% of luxury consumers belong to the middle class, and the emergence of the second-hand luxury goods market helps alleviate their economic pressures. However, the trade in second-hand luxury goods also comes with high risks and pain points, such as fraud, transaction insecurity, and unguaranteed quality. With the impact of the global pandemic and economic situation, the second-hand luxury goods market is receiving increasing attention. The maturity of online trading platforms and consumers' habit of selling idle items to others have made the C2C trading market more prosperous. To provide consumers with safer and more reliable transaction channels, this study employs case study methods and quantitative research to delve into the business model and users of the “Ladies in-love" luxury goods e-commerce platform. The research findings indicate that a sense of trust and security are the core values of the second-hand luxury goods trading platform, which have a significant impact on consumers' trust and willingness to use. Next the key and feasibility of the development of second-hand luxury goods trading platforms lie in digital transformation and innovative application of technology to build application systems. Based on the above research results, this study proposes suggestions for the development and extension of business models in the second-hand luxury goods industry, providing subsequent researchers and practitioners with a deeper understanding of the industry.