消費者的流行焦慮感與獨特性需求對快速時尚品牌知覺品質影響之研究

The Effect of Fashion Anxiety and Need for Uniqueness onInformation Search and Fast Fashion Consumer's Perceived Quality

廖國鋒(G. F. Liaw) ； 胡莉苹(L. P. Hu)

《紡織綜合研究期刊》 23卷3期 (2013/07) Pp. 29-43

https://doi.org/10.6439/TTRJ.201307_23(3).0004

摘要

近十年，快速時尚已經成為時尚界的一個潮流，過往對快速時尚的相關研究多注重在供應鏈策略方面。本研究則主要著重在快速時尚消費者的人格特質對其資訊搜尋行為與知覺品質的影響。本研究的目的在於探討流行焦慮（流行人際象徵、流行敏感度、流行安全感、流行消費壓力）與獨特性需求對資訊搜尋及對快速時尚品牌知覺品質的影響。回收之有效問卷為374份，本研究得到的結論如下：流行人際象徵、流行敏感度以及流行消費壓力皆對資訊搜尋具有顯著正向影響；資訊搜尋對知覺品質具有顯著正向影響。最後，本研究經由研究結果提出一些學術與實務管理意涵，並對未來研究方向提出建議。

關鍵字

流行焦慮 ； 獨特性需求 ； 資訊搜尋 ； 知覺品質 ； 快速時尚

並列摘要

Fast fashion has become a key feature of the fashion industry over the last decade. Previous research into fast fashion has focused on the supply chain aspect of the strategy. The main purpose of this research is to discuss the effect of fast fashion consumer's personalities for information research and perceived quality. This study mainly investigates the relationships among fashion anxiety (fashion as the interpersonal symbol, sensitivity of fashion, security of fashion, and pressure of fashion consumption), need for uniqueness, information search, and perceived quality in fast fashion industries. 401 valid samples were received. The results show that fashion as the interpersonal symbol has positive and significant influence on information search, sensitivity of fashion has positive and significant influence on information search, and pressure of fashion consumption has positive and significant influence on information search. In addition, information search has positive and significant influence on perceived quality. Finally, this study put forward few views on the academic and management of surface.

並列關鍵字

Fashion anxiety ； need for uniqueness ； information search ； perceived quality ； fast fashion