流行涉入與物質主義對快速時尚購買意願的影響

The Influence of Fashion Involvement and Materialism on Purchase Intention for Fast-fashion

黃姿瑜(ZI-YU HUANG)

指導教授 ： 楊運秀

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

快速時尚如春筍般出現於台灣，而台灣人一窩蜂的趨之若鶩，近年來，快速時尚2011年進入台灣開始，便成了年輕人口中的熱門話題及購物必逛之地，本研究主要欲探討流行涉入、物質主義是否影響快速時尚的購買意圖。
本研究先後進行質性訪談以及量化研究。透過質性方法訪談了6位受訪者，深入了解其對快速時尚進駐台灣的態度以及國際快速時尚帶給台灣消費者的保證為何，了解消費者想從購買快速時尚獲得的價值，同時，本研究透過網路及社群網站，發放600份問卷，最後回收423份，有效樣本為296，有效率為70%。炫耀性消費與時尚消費都會提高快速時尚的購買意願；，同時，物質主義的三個構面－成功、擁有、快樂，對於炫耀性消費有正向影響流行涉入對時尚消費有正向影響。
在台灣的消費者，對於現今時尚流行品牌如：ZARA、FOREVER21等等，不僅僅是一種跟隨流行與時尚的概念，同時，受到物質主義的雙重影響。而增加對於這些品牌的購買意圖。由此可知，快速時尚在受測者多為年輕人的眼中，亦是身分與擁有快樂的表徵。

關鍵字

炫耀性消費 ； 購買意願 ； 時尚消費 ； 物質主義 ； 流行涉入

並列摘要

The burgeoning fast fashion stores have become a hot topic and polular destinations among young people in Taiwan. We tried to explore if fashion involvement and materialism can affect the purchasing intention of fast fashion in this study.
Qualitative interviews proceeded quantitative researches in this study. The interviews with 6 subjects revealed their attitudes towards the invasion of international fast fashion in Taiwan, and the what the brands had promised to the consumers, to investigate the values consumers trying to extract from fast fashion. For the quantitative research, we distributed 600 questionaires through the Internet and comunity websites. Through the analysis of the 296 valid responses in the 423 returned questionsaires, we discovered that conspicuous consumption and fasion consumption can increase the purchase intention of fast fashion. In particular, the three dimentions of materialism, success, acquisition and hapiness, can increase conspicuous consumption, and fashion involvement can increase fashion consumption. We conclude that fast fashion has become a symbol of status and happiness.

並列關鍵字

Conspicuous consumption ； Purchase intention ； Materialism ； Fashion involvement ； Fast-fashion

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