文本、圖片與募資專案

Abstract

科技資訊的高度發展和流通，讓「時尚」不再是少數族群特殊的生活情趣，而是人人能一指網路下訂的日常所需。然而，傳統服裝零售產業從設計、生產、配送到銷售的流程，運行得如此快速且具成本優勢，讓因近年環保意識抬頭的永續時尚小品牌，在市場的考驗下依舊步履蹣跚。即便市場上已有一些頗具知名度的永續時尚案例，部份市調機構也發出市調報告證明市場規模的潛在發展空間，但距離讓永續時尚融入一般大眾購買時尚單品的決策過程，仍然有些許進步空間，許多初創的永續時尚品牌在市場中因資金問題艱難的踽踽獨行。本研究透過應用文字探勘與圖片色彩分析，探討知名募資平台Kickstarter上永續時尚類別專案的募資情況，分析影響消費者支持永續時尚品牌的因素。研究結果顯示，文本情緒、文本品質與圖片色彩和諧度對專案成功的影響有限，但圖片數量與創作者行為模式等實用因素，可能相較於假設變數具有更顯著的作用。本研究期望為永續時尚小品牌提供經營與募資上的策略建議，吸引更多消費者參與永續時尚的消費市場，進一步促進品牌的發展與永續理念的傳播。

With highly developed and accessible technology, fashion has become a part of daily life. People can now easily buy clothes with just a few clicks. However, traditional fashion retail has cost advantages in design, production, and sales, which makes it hard for small sustainable fashion brands to compete. Although some well-known sustainable fashion brands exist, and research reports suggest market potential, integrating sustainable fashion into consumers’ daily purchasing decisions remains challenging. Many sustainable fashion start-ups face funding problems and struggle to attract enough support in the market.This study explores the factors that influence consumers to support sustainable fashion projects on the crowdfunding platform Kickstarter. Using text mining and image color analysis, the study examines how textual sentiment, text quality, and image color harmony affect project success. The results suggest that these factors may have a limited direct impact, while practical elements, such as the quantity of images and creator behavior patterns, might play a more significant role compared to hypothesized variables. These findings provide suggestions for small sustainable fashion brands to improve their management and fundraising strategies, potentially encouraging more consumer participation in the sustainable fashion market.