平價時尚服飾之象徵性消費行為、享樂主義與品牌忠誠度之關聯性研究 -以時尚關注度為干擾變數

Translated Titles

The Study on Relationship among Symbolical Consumption Behavior, Hedonism and Brand Loyalty for Affordable Fashion Garments - with Fashion Attention as a Moderator



Key Words

品牌忠誠度 ; 象徵性消費行為 ; 享樂主義 ; 時尚關注度 ; brand loyalty ; symbolical consumption ; hedonism ; fashion attention



Volume or Term/Year and Month of Publication


Academic Degree Category




Content Language


Chinese Abstract


English Abstract

Following the international trend, companies in the globally popular best price fashion garments industry are entering the Taiwan market sequentially, which has changed the aspects of rivalry among market competitors and consumer behavior . In the past the related researches focused on investigating the purchasing factors of boutiques garments. There are few research papers probing on the consumption of best price garments. This research initiates from brand loyalty of best price garments, then take the relationship between symbolical consumption, hedonism and brand royalty; and to look into the impact to the brand loyalty after separately adding a moderator – fashion attention - to symbolical consumption and hedonism. Internet sampling targets are consumers in Taiwan who with buying experience or preference for best price fashion products. Empirical results indicate: Empirical results indicate: (1)Significant positive impact of symbolic consumption on brand royalty, (2) significant positive impact of symbolic consumption on hedonism, (3) significant positive impact of hedonism on brand loyalty, (4) hedonism as the mediator between symbolic consumption and brand royalty, (5) fashion attention involvement as the moderator between symbolic consumption and brand royalty.

Topic Category 商學院 > 企業管理研究所
社會科學 > 管理學
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