This study aimed to investigate the indicators of the wedding photography apparel product system in order to construct the wedding photography apparel product system indicators and analyze the hieratical weights of the wedding photography apparel product system indicators. By using the Delphi method and the fuzzy analytic hierarchy process, this study constructed the questionnaire for wedding photography apparel product system indicator weights. This study used the mean and standard deviation to learn about the distribution of opinions of the experts and scholars. According to the findings of this study, for the fuzzy weight analysis results of the wedding photography apparel product system indicators, the most important indicators are the product-service indicators. Moreover, for the product-service indicators, the wedding apparel package service is the most important. For the information platform indicator, the wedding apparel style opinion platform is the most important. For the maintenance and recycling indicators, the wedding apparel second-hand auction/donation is the most important. For the sales market indicators, the wedding apparel store sales/rental is the most important. The main purpose of the indicators of the wedding photography apparel product system constructed in this study is to propose detailed items and connotations to provide a substantial reference and basis of business strategic indicators for the wedding photography enterprises.
Nowadays, most of studies focus on operation of bridal photography companies. According to literature review, the researchers realize that, in early times, bridal photography companies had package service of lease. It means that photography companies started including related upstream and downstream services as multiple operations. Lease of dress and overall modeling are important new items. Currently, expenditures of bridal photography are high. Thus, many young people try to be simple and save money. There is the rise of green wedding or self-service wedding dress. In the market, there are various kinds of companies of wedding dress lease. Some discounts are cheaper than purchase or lease of one piece of dress. In fairs of sales, wedding dress companies introduce different discounts and dresses. Thus, this study tries to explore the aspect. In addition, in bridal photography industry, the subjects who are going to get married are the main customers. Those who are not married tend to be neglected. In order to construct multiple customer-oriented product-service systems, sources of new customers are extremely important. How to meet customers’ needs, enhance quality of product service, and control customers’ needs is the research motive on operation of bridal photography companies.
According to narrative research background and motivation, the wedding market supply and demand of today’s presentation is accompanied, complex, and varied, resulting in wedding photography industry development and management. The wedding market will be subject to a severe test if the wedding photography companies set product-service system platform in service projects, providing more convenient personal studios. The general public and related industries employ designers to create mutual operational effect, but the establishment of the existence of product-service system performance problems, the direction for the subsequent investigation. By investigating enterprises to explore the bride dress wedding photography company to construct a production system, the results of which aim to work out that it can bring real help to the wedding photography industry, and as a wedding photography company’s innovative business services strategy reference.
Three categories proposed by Tukker are the main indicators. “Product-oriented” and the business model to sell physical products. However, other services will be offered. As to “use-oriented,” product-service systems are based on products. It aims to accomplish goals by using products. Users do not necessarily have the ownership of products. The ownership tends to belong to service providers. Products are usually used by different or multiple users. As to “result-oriented,” when users are in need, service providers offer the result which directly satisfies users. The result might not be necessarily related to specific products. Based on three orientations, there are 8 categories [
This study first reviewed the literature relating to wedding photography apparel and product-service system to summarize the overall concept and developmental history. Then, Delphi method was applied to develop operational indicators. Based on the expert questionnaire survey results, this study designed the “questionnaire for constructing the indicator weights of wedding photography apparel.” The questionnaire aims to compute management-oriented dimension, design-oriented dimension, use-oriented and consumption-oriented dimension weight values, and serially integrated weight by using FAHP (Figure
Research structure.
Based on the above concepts, this study collected relevant literature to determine the theme and scope of the research. After literature review and discussion, the research purpose and questions were clarified: collect the relevant literature to form the research concepts, and determine the research theme. The discussed contents of the literature include (1) planning ideas and current situations of wedding photography companies; (2) wedding photography apparel product planning and current development situations; (3) review of the literature related to wedding photography apparel; (4) discussing wedding photography apparel product planning and constructing research literature analysis; and (5) illustration of Delphi method and FAHP procedure.
The research framework was constructed by collecting and reviewing the literature. The system indicators, dimensions, and question items of wedding photography apparel based on the literature analysis were sent to the 12 experts for discussion using the two-stage Delphi method. After retrieval of the questionnaires, views of experts and scholars were integrated to modify, add, or delete the questions. After calculation of consent rate, the wedding photography apparel product system indicators were confirmed. Based on this, the “questionnaire survey for wedding photography apparel system weight indicators” was developed.
Next, the 18 experts were invited to fill in the questionnaires to investigate the wedding photography apparel product system indicator weights. After questionnaires on indicator weights were recovered, FAHP was used to calculate and analyze the indicator weights. According to the relevant literature, the research results were discussed and summarized. At last, the research results and suggestions were proposed, and the research report was prepared to complete the research, as shown in Figure
Research processes.
Research subjects.
Number | Industry/academia | People | Years | ||
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Research subjects of the relative weight analysis of the indicators (18 experts) | Delphi method experts (12 experts) | 1 | Gennysu wedding dress mall |
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2 | France & Taipei | 1 | 11 | ||
3 | Kaohsiung Fei Li Wedding Dress | 1 | 8 | ||
4 | Fashionmonger Wedding | 1 | 9 | ||
5 | Cang-ai Wedding | 1 | 10 | ||
6 | Milan Wedding | 1 | 10 | ||
7 | Ling Tung University, Department of Fashion Design | 2 | 8 | ||
8 | Shu-Te University, Department of Fashion Design | 2 | 12 | ||
9 | Shih Chien University, Department of Fashion Design and Merchandising | 2 | 6 | ||
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10 | Kaohsiung wedding dress (self-service wedding dress) | 2 | 10–12 | ||
11 | B.H WEDDING (self-service wedding dress) | 2 | 5 | ||
12 | MAC bridal photography studio (self-service wedding dress) | 2 | 8 |
Source: compiled by this study.
An effective measuring tool (questionnaires) includes three features: validity, reliability, and practicality. Validity means measuring tool can correctly measure idiosyncratic degree of the measured object; reliability means consistency or stability of the measured results; practicability concerns economical efficiency, convenience, and explanatory [
According to the first stage expert Delphi method results, the consent rate of all question items has reached 90%, suggesting that experts and scholars have reached a high degree of consensus. The average of some question items is lower than 4.0. However, these are the results of the first stage expert questionnaire. According to the second stage expert results, the consent rate of all question items has reached 90%, suggesting that experts and scholars have reached a degree of consensus in the system indicator dimensions, indicators, and question items. In addition, the questionnaire items are in the stable distribution state, indicating that all experts have reached consensus in the second stage. Therefore, the expert questionnaire survey can be stopped [
This study summarized the first and the second expert questionnaire results for comparison. Except for some questionnaire items with greater average values in the second questionnaire results, the results of most questionnaire items were consistent in both questionnaires as shown in Table
Summary of wedding photography apparel product system indicators.
Dimensions | Indicators | Item | First-round questionnaire | Second-round questionnaire | ||
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Mean | Standard deviations | Mean | Standard deviations | |||
Management-oriented | Product service | Suggestions of different combinations of wedding dress | 4.58 | 0.51 | 4.33 | 0.49 |
Wedding apparel packaged service | 4.33 | 0.49 | 4.33 | 0.49 | ||
Added services of wedding dress products | 3.58 | 0.67 | 4.08 | 0.51 | ||
Package/lease contract of wedding dress | 4.42 | 0.51 | 4.83 | 0.39 | ||
Consultation of wedding dress patterns | 4.00 | 0.86 | 4.83 | 0.39 | ||
Customized wedding dress | 4.75 | 0.45 | 4.83 | 0.39 | ||
Product delivery service of wedding dress | 4.33 | 0.49 | 4.92 | 0.29 | ||
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Design-oriented | Information platform | Description of lease items of wedding dress lease | 4.42 | 0.51 | 4.17 | 0.58 |
Description of lease terms (time and period) of dress | 4.00 | 0.95 | 4.92 | 0.29 | ||
Wedding apparel style and opinion platform | 3.58 | 0.79 | 4.92 | 0.29 | ||
Description of webpage service items of wedding dress | 4.00 | 0.60 | 4.92 | 0.29 | ||
Cooperation between wedding dress lease channels and related wedding enterprises | 3.83 | 0.72 | 4.17 | 0.72 | ||
Delivery package service of wedding dress | 4.33 | 0.49 | 4.00 | 0.74 | ||
Acquisition of the latest wedding dress information | 4.33 | 0.65 | 4.83 | 0.58 | ||
Sales/lease of wedding dress channels | 4.42 | 0.51 | 4.83 | 0.58 | ||
Description of rentals of wedding dress | 4.58 | 0.51 | 4.83 | 0.58 | ||
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Use-oriented | Maintenance and recycling | Reduction of cost and creative old wedding dress | 4.42 | 0.51 | 4.83 | 0.58 |
Regular cleaning and maintenance of wedding dress | 4.33 | 0.65 | 4.92 | 0.29 | ||
Calculation of cleaning expenses of wedding dress | 4.67 | 0.49 | 4.83 | 0.58 | ||
Regular elimination of wedding dress to maintain high quality | 4.42 | 0.51 | 4.83 | 0.58 | ||
Wedding dress is sold to performance artists | 4.58 | 0.51 | 4.92 | 0.29 | ||
Wedding apparel second-hand auction/donation | 4.33 | 0.49 | 4.25 | 0.75 | ||
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Consumption-oriented | Sales market | Wedding apparel store sales/rental | 4.58 | 0.51 | 4.75 | 0.62 |
Discounts of wedding dress | 4.58 | 0.51 | 4.25 | 0.75 | ||
Percentage of lease market of self-service wedding dress companies is higher | 3.67 | 0.65 | 4.33 | 0.65 | ||
Percentage of wedding dress lease model is higher | 3.17 | 0.58 | 4.17 | 0.58 | ||
Bridal photography and self-service wedding dress have different sales models | 4.58 | 0.51 | 4.25 | 0.62 | ||
Irregular invitation of wedding dress advertising endorsers | 4.58 | 0.51 | 4.00 | 0.60 | ||
Newly wed customers’ needs for lease market are higher | 4.42 | 0.51 | 4.17 | 0.58 | ||
Common customers’ needs for lease market are higher | 4.33 | 0.65 | 4.25 | 0.62 | ||
Irregular sending of advertising of wedding dress | 4.58 | 0.51 | 4.00 | 0.60 | ||
Discounts for new and old customers | 4.33 | 0.65 | 4.75 | 0.62 | ||
Percentage of buyout model of wedding dress is higher | 4.50 | 0.52 | 4.42 | 0.51 |
Source: compiled by this study.
By using FAHP weight analysis, this study surveyed 18 experts and scholars. The weight questionnaires were sent on August 10, 2013, and retrieved on August 18. A total of 15 questionnaires were recovered and the return rate was 83%. During the process of constructing the weight system for the indicators, the AHP hierarchical concepts and eigenvectors were applied in computation to acquire the consensus of experts and scholars on the system indicators and weights. Next, the analysis and sequence of the dimensions, indicators, and question items were carried out. Finally, by using FAHP proposed by Buckley [
Therefore, when C.R. value is lower than 0.1, the degree of consistency of the matrix is very high. R.I. reference values are as shown in Table
R.I. reference table.
Hierarchy | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
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R.I. | 0.00 | 0.00 | 0.58 | 0.90 | 1.12 | 1.24 | 1.32 | 1.41 | 1.45 | 1.49 |
Source: compiled by this study.
According to the analysis results as shown in Table
C.I. and C.R. values of indicator pairwise comparison matrix.
Dimension | Indicator | Item | Value |
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Overall | C.I. | 0.00 | |
C.R | 0.000 | ||
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Management-oriented | Product service | C.I. | 0.02 |
C.R | 0.034 | ||
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Design-oriented | Information platform | C.I. | 0.00 |
C.R | 0.000 | ||
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Use-oriented | Maintenance and recycling | C.I. | 0.02 |
C.R | 0.034 | ||
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Consumption-oriented | Sales market | C.I. | 0.01 |
C.R | 0.017 |
Source: compiled by this study.
Based on the expert consistency test of the system indicators, 15 experts and scholars have a high degree of consensus on the questionnaire. This suggests that the structural evaluation of the four wedding photography apparel product system indicators is consistent.
The indicator weight questionnaires were distributed to 12 experts and scholars. Expert Choice 2000 was applied in the analysis of the wedding photography apparel product system indicator weights, finding that the weight of the indicator of “product service” is the highest at .320, followed by “information platform” indicator at .290, “maintenance and recycling” indicator at .150, and “sales market” indicator at .240.
Regarding the weight of the hierarchies, among the “product service” indicators, the weight of the question item of “wedding apparel packaged service” weight is the highest at .222, accounting for the total hierarchical weight at .062. Among the “information platform” indicators, the weight of the question item of “wedding apparel style and opinion platform” is the highest at .554, accounting for .053 of the total weight. Among “maintenance and reuse” indicators, the weight of “wedding apparel second-hand auction/donation” is the highest at .132, accounting for .037 of the total weight. Among “sales market” indicators, the weight of the question item “wedding apparel store sales/rental” is the highest at .232, accounting for .038 of the total hierarchical weight (Table
Indicator weight.
Items | Indicator weight | Weights within the hierarchy | Total weights | Sort |
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Suggestions of different combinations of wedding dress | 0.205 | 0.057 | 2 | |
Wedding apparel packaged service | 0.222 | 0.062 | 1 | |
Added services of wedding dress products | 0.244 | 0.046 | 6 | |
Package/lease contract of wedding dress | 0.253 | 0.048 | 5 | |
Consultation of wedding dress patterns | 0.273 | 0.051 | 4 | |
Customized wedding dress | 0.230 | 0.043 | 7 | |
Product delivery service of wedding dress | 0.127 | 0.013 | 32 | |
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Description of lease items of wedding dress lease | 0.117 | 0.033 | 11 | |
Description of lease terms (time and period) of dress | 0.284 | 0.029 | 15 | |
Wedding apparel style and opinion platform | 0.554 | 0.053 | 3 | |
Description of webpage service items of wedding dress | 0.228 | 0.022 | 23 | |
Cooperation between wedding dress lease channels and related wedding enterprises | 0.131 | 0.037 | 10 | |
Delivery package service of wedding dress | 0.189 | 0.032 | 13 | |
Acquisition of the latest wedding dress information | 0.123 | 0.021 | 25 | |
Sales/lease of wedding dress channels | 0.196 | 0.032 | 12 | |
Description of rentals of wedding dress | 0.193 | 0.031 | 14 | |
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Reduction of cost and creative old wedding dress | 0.092 | 0.025 | 21 | |
Regular cleaning and maintenance of wedding dress | 0.101 | 0.026 | 18 | |
Calculation of cleaning expenses of wedding dress | 0.164 | 0.026 | 19 | |
Regular elimination of wedding dress to maintain high quality | 0.152 | 0.025 | 20 | |
Wedding dress is sold to performance artists | 0.117 | 0.011 | 33 | |
Wedding apparel second-hand auction/donation | 0.132 | 0.037 | 9 | |
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Wedding apparel store sales/rental | 0.232 | 0.038 | 8 | |
Discounts of wedding dress | 0.143 | 0.023 | 22 | |
Percentage of lease market of self-service wedding dress companies is higher | 0.167 | 0.027 | 17 | |
Percentage of wedding dress lease model is higher | 0.278 | 0.027 | 16 | |
Bridal photography and self-service wedding dress have different sales models | 0.218 | 0.021 | 24 | |
Irregular invitation of wedding dress advertising endorsers | 0.131 | 0.013 | 31 | |
Newly wed customers’ needs for lease market are higher | 0.119 | 0.020 | 26 | |
Common customers’ needs for lease market are higher | 0.114 | 0.019 | 27 | |
Irregular sending of advertising of wedding dress | 0.180 | 0.018 | 28 | |
Discounts for new and old customers | 0.106 | 0.018 | 29 | |
Percentage of buyout model of wedding dress is higher | 0.101 | 0.016 | 30 |
Source: compiled by this study.
After the preliminary weight analysis of the system indicators, this study applied the concepts of FAHP proposed by Buckley in computation [
List of evaluation scale.
Evaluation scale | Degree of importance | Comparison on importance weights |
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1 | Equally important | Two factors in pairwise comparison are equally important. |
3 | Slightly important | According to the experience, the first factor in pairwise comparison is slightly important. |
5 | More important | According to the experience, the first factor in pairwise comparison is more important. |
7 | Very important | The case or evidence indicates the first factor in pairwise comparison is very important. |
9 | Absolutely important | The adequate evidence indicates the first factor in pairwise comparison is absolutely important. |
2, 4, 6, 8 | Median between two adjacent scales | Intermediate value is needed. |
Source: compiled by this study.
In addition, the relative importance is transformed from the scales to semantics, as shown in Figure
List for relative importance.
This study used the interview responses of experts to construct the system indicator structure. According to the interview data provided by experts and scholars, this study applied the fuzzy AHP method to obtain the relative weights of various evaluation indicators. The number 1 layer, number 2 layer, number 3 layer, and number 4 layer fuzzy weight values, defuzzification weight values, normalization weight values, and relative importance of dimensions of the system indicators, as well as hierarchical serial connection weights are examined.
Analysis of number 1 layer fuzzy weight value.
Items | Fuzzy weight values | Defuzzification weight values | Normalized weight value | Weight value sort |
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Management-oriented | (1.960, 2.174, 2.623) | 2.252 | 0.614 | 1 |
Design-oriented | (0.853, 1.076, 1.286) | 1.072 | 0.333 | 2 |
Use-oriented | (0.773, 0.895, 1.083) | 0.917 | 0.250 | 3 |
Consumption-oriented | (0.408, 0.514, 0.570) | 0.497 | 0.136 | 4 |
Source: compiled by this study.
Analysis of number 2 layer fuzzy weight value.
Items | Fuzzy weight values | Defuzzification weight values | Normalized weight value | Weight value sort | Tandem weight value | Tandem weight value sort |
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Product service | (1.159, 1.395, 1.831) | 1.461 | 0.047 | 1 | 0.047 | 1 |
Information platform | (0.914, 0.974, 1.433) | 1.107 | 0.036 | 2 | 0.036 | 2 |
Maintenance and recycling | (0.706, 0.933, 1.130) | 0.923 | 0.030 | 3 | 0.023 | 4 |
Sales market | (0.531, 0.789, 0.849) | 0.723 | 0.023 | 4 | 0.030 | 3 |
Source: compiled by this study.
Analysis of number 3 layer fuzzy weight value.
Items | Fuzzy weight values | Defuzzification weight values | Normalized weight value | Weight value sort | Tandem weight value | Tandem weight value sort |
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Suggestions of different combinations of wedding dress | (1.302, 1.648, 2.178) | 1.709 | 0.223 | 2 | 0.064 | 2 |
Package process service of wedding dress | (1.381, 1.643, 2.344) | 1.789 | 0.234 | 1 | 0.067 | 1 |
Added services of wedding dress products | (0.558, 0.632, 0.924) | 0.704 | 0.092 | 6 | 0.025 | 18 |
Package/lease contract of wedding dress | (0.750, 0.993, 1.302) | 1.015 | 0.133 | 3 | 0.038 | 9 |
Consultation of wedding dress patterns | (0.654, 0.974, 1.038) | 0.888 | 0.116 | 4 | 0.033 | 10 |
Customized wedding dress | (0.627, 0.842, 1.091) | 0.853 | 0.112 | 5 | 0.032 | 11 |
Product delivery service of wedding dress | (0.499, 0.718, 0.862) | 0.693 | 0.091 | 7 | 0.025 | 19 |
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Description of lease items of wedding dress lease | (0.837, 1.120, 1.451) | 1.136 | 0.119 | 3 | 0.028 | 16 |
Description of lease terms (time and period) of dress | (0.546, 0.700, 0.821) | 0.689 | 0.087 | 9 | 0.018 | 27 |
Wedding dress patterns and opinion platform | (0.931, 1.396, 1.436) | 1.254 | 0.159 | 1 | 0.031 | 13 |
Description of webpage service items of wedding dress | (0.559, 0.723, 0.952) | 0.745 | 0.089 | 7 | 0.017 | 28 |
Cooperation between wedding dress lease channels and related wedding enterprises | (0.903, 1.268, 1.528) | 1.233 | 0.141 | 2 | 0.030 | 14 |
Delivery package service of wedding dress | (0.723, 0.823, 1.260) | 0.936 | 0.110 | 5 | 0.022 | 23 |
Acquisition of the latest wedding dress information | (0.637, 0.755, 0.940) | 0.778 | 0.088 | 8 | 0.021 | 25 |
Sales/lease of wedding dress channels | (0.754, 0.979, 1.308) | 1.014 | 0.117 | 4 | 0.024 | 21 |
Description of rentals of wedding dress | (0.705, 0.865, 1.217) | 0.929 | 0.090 | 6 | 0.022 | 24 |
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Reduction of cost and creative old wedding dress | (0.935, 1.158, 1.571) | 1.221 | 0.188 | 2 | 0.031 | 12 |
Regular cleaning and maintenance of wedding dress | (0.834, 1.128, 1.423) | 1.129 | 0.174 | 3 | 0.028 | 15 |
Calculation of cleaning expenses of wedding dress | (0.790, 1.103, 1.331) | 1.075 | 0.166 | 4 | 0.027 | 17 |
Regular elimination of wedding dress to maintain high quality | (0.61, 0.734, 1.0140) | 0.786 | 0.121 | 5 | 0.019 | 26 |
Wedding dress is sold to performance artists | (0.419, 0.614, 0.718) | 0.584 | 0.090 | 6 | 0.014 | 29 |
Second-hand auction/donation of wedding dress | (1.309, 1.541, 2.235) | 1.695 | 0.261 | 1 | 0.043 | 7 |
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Sales/lease of wedding dress in physical stores | (1.598, 1.892, 2.334) | 1.641 | 0.177 | 1 | 0.054 | 4 |
Discounts of wedding dress | (0.717, 0.956, 1.178) | 0.950 | 0.078 | 6 | 0.044 | 6 |
Percentage of lease market of self-service wedding dress companies is higher | (0.804, 0.944, 1.298) | 1.015 | 0.100 | 5 | 0.047 | 5 |
Percentage of wedding dress lease model is higher | (1.047, 1.158, 1.676) | 1.294 | 0.131 | 4 | 0.060 | 3 |
Bridal photography and self-service wedding dress have different sales models | (0.631, 0.957, 1.025) | 0.871 | 0.055 | 7 | 0.040 | 8 |
Irregular invitation of wedding dress advertising endorsers | (0.696, 0.762, 1.105) | 0.854 | 0.043 | 9 | 0.012 | 32 |
Newly wed customers’ needs for lease market are higher | (1.216, 1.412, 2.013) | 1.547 | 0.153 | 2 | 0.024 | 20 |
Common customers’ needs for lease market are higher | (1.105, 1.535, 1.845) | 1.495 | 0.145 | 3 | 0.023 | 22 |
Irregular sending of advertising of wedding dress | (0.671, 0.805, 1.126) | 0.867 | 0.044 | 8 | 0.013 | 30 |
Discounts for new and old customers | (0.480, 0.708, 0.812) | 0.666 | 0.036 | 11 | 0.011 | 33 |
Percentage of buyout model of wedding dress is higher | (0.631, 0.809, 1.078) | 0.840 | 0.038 | 10 | 0.013 | 31 |
Source: compiled by this study.
Based on the analysis and discussion of the results, this study proposed the conclusions and explanations. According to the analysis results of the fuzzy weights of the wedding photography apparel product system indicators, the most important indicators are product-service indicators followed by information platform indicators, the maintenance and recycling indicators, and the sales market indicators. Moreover, among the product-service indicators, the most important indicator is the wedding apparel package service. Among the information platform indicators is the wedding apparel style and opinion platform. Among the maintenance and recycling indicators, the wedding apparel second-hand auction/donation is the most important indicator. Among the sales market indicators, the wedding apparel store sales/rental is the most important. The following is the conclusion of this study.
The authors declare that there is no conflict of interests regarding the publication of this paper.