近年來快時尚已成為服裝業的發展趨勢,但這背後其實滋生不少環境問題,對消費者而言,這種價格相對較低的服裝,一旦過時就失去了價值,會將其視為廢棄物一般進入消費者行為的處置階段。而過去關於快速時尚的研究多專注於供應鏈方面的策略或是產業分析,故本研究欲探討快時尚產業執行企業社會責任是否會影響消費者對品牌價值與品牌形象的認同並提高購買意願,並以品牌來源國做為干擾變數,為快時尚產業提供執行企業責任上的建議。問卷採用便利抽樣法,總計回收416份問卷,實得有效問卷361份問卷,有效回收率87%。本研究結果顯示:(1)「企業社會責任」對「品牌形象」具有正向顯著影響。(2)「企業社會責任」對「品牌價值」具有正向顯著影響。(3)「企業社會責任」對「購買意願」具有正向顯著影響。(4)「品牌形象」對「購買意願」具有正向顯著影響。(5)「品牌價值」對「購買意願」具有正向顯著影響。(6)「品牌形象」對「品牌價值」具有正向顯著影響。(7)「品牌來源國」對「企業社會責任」與「品牌形象」之間具有正向干擾效果。(8)「品牌來源國」對「企業社會責任」與「購買意願」之間具有正向干擾效果。最後,本研究依研究結果提出實務意涵與未來研究建議。
Nowadays, fast fashion (speed on market) has become a developing trend on clothing industry. However, this kind of trend has brought significant environmental problem as well. These relative low-price cloths may lose the value when it became out-of-date for customers, who will treat these products in a so-called maintenance stage. Most of the researches on fast fashion were more focused on the strategy of supply chain or industry analysis in the past. Therefore, this paper will be focusing on if CSR can affect consumers’ attitude towards brand equity and brand image and then enhance their purchase intention, moreover, the country of original will be adopted to be the moderating variable. The survey result was analyzed through convenience sampling method; the total survey samples are 416 and the valid surveys are 361, so the overall effective response rate is 87%. The research reveals below: (1)CSR has positive influence on brand image (2)CSR has positive influence on brand equity (3)CSR has positive influence on customer purchase intention (4)Brand image has positive influence on customer purchase intention (5)Brand equity has positive influence on customer purchase intention (6)Brand image has positive influence on brand equity (7)Country of origin has positive interfering effect on CSR and brand image (8)Country of origin has positive interfering effect on CSR and customer purchase intention In conclusion, this paper will provide the management practice and future research directions based on the research findings.