近年來台灣陸續進駐不少國外知名快速時尚品牌,但由於市場過於競爭,2016年開始各大快速時尚品牌營收不如預期,在這樣的情況下,西班牙品牌ZARA依然能夠維持一定的銷量,所以本研究以ZARA做為案例,針對消費者的購買行為去做探討。本研究以消費者的觀點,探討快速時尚中影響消費者的購買行為因素,透過商店形象、價格、時尚設計涉入對購買意願之影響,並驗證加入中介變數知覺價值和品牌態度對購買意願的影響,同時也進一步驗證購買意願是否對購買行為有實際影響。研究結果發現,消費者對於ZARA的商店形象、價格、時尚設計涉入皆會正面影響知覺價值和品牌態度進而正向影響購買意願,但即使有很高的購買意願仍不能有效地預測購買行為。
There are more than ten different international brands nowadays in Taiwan. However, the fast fashion industry is very competitive, lots of fast fashion brands’ total revenue of 2016 had a dramatic drop as compared to past few years. In this circumstance, the Spanish fast fashion brand, ZARA, can still remain the revenue, because of that this paper will take ZARA as the target to investigate consumer behavior. The research investigates the influence of store image, pricing, and fashion involvement on purchase intention. Meanwhile, this study also discusses the perceived value and brand attitude as mediator. This research uses questionnaires to collect the data from those who have purchased ZARA’s products. The results indicated that store image, pricing, and fashion involvement positively affect the perceived value and brand attitude, and then brand attitude also positively affects purchase intention. Unfortunately, even the purchase intention is positive it cannot predict the purchase behavior precisely.