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研究生： 關樂生
Kuan, Lok-Sang
論文名稱： 快速流行服飾商品消費行為之實證研究─以快速流行服飾涉入為干擾變數
An Empirical Study of Fast Fashion Goods Consumer Behavior ─ Fast Fashion Clothing Involvement as a Moderator
指導教授： 劉宗其
Liu, Tsung-Chi
共同指導教授: 江明憲
Chiang, Min-Hsien
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際企業研究所
Institute of International Business
論文出版年： 2014
畢業學年度： 102
語文別： 中文
論文頁數： 93
中文關鍵詞： 易逝性 、稀少性 、店內儲藏 、快速流行服飾涉入 、衝動性購買
外文關鍵詞： perishability, scarcity, in-store hoarding, fast fashion clothing involvement, impulse buying
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    • 為了維持競爭優勢，快速流行成為許多服飾品牌商的發展方向，透過靈活、創新的供應鏈管理，快速回應消費者之需求。本研究應用Byun與Sternquist（2008）就快速流行服飾消費層面提出的研究架構作延伸探討，驗證快速流行因子，包括：認知易逝性、認知稀少性及認知低價對店內儲藏之影響，再延伸探討快速流行因子、店內儲藏及快速流行服飾涉入對衝動性購買之影響，以及快速流行服飾涉入對店內儲藏之影響，並以快速流行服飾涉入為干擾變數，探討其對快速流行因子與店內儲藏關係之影響。
    本研究共回收273份有效問卷，利用結構方程模式、層級迴歸分析等方法，發現認知易逝性、認知稀少性對店內儲藏有顯著正向影響，認知低價則未符合預期，對店內儲藏不存在顯著正向影響；店內儲藏、認知稀少性對衝動性購買存在顯著正向影響；快速流行服飾涉入對店內儲藏、衝動性購買有顯著正向影響；而快速流行服飾涉入對快速流行因子與店內儲藏之干擾關係皆不存在，但在事後檢定發現，快速流行服飾涉入對認知易逝性、認知稀少性及認知低價有直接的正向影響。根據上述研究結果，本研究提出具體之研究建議。

    In order to maintain the competitive advantage, many fashion brands choose fast fashion as their modern operation way. They respond to consumers' demand by introducing flexible and innovative supply chain management. In this research, model from consumer's aspect of fast fashion by Byun and Sternquist (2008) was applied and extended for further research. The impact of fast fashion factors (perceived perishability, scarcity, and low price) on in-store hoarding was tested. The study have examined the links between in-store hoarding and impulse buying, fast fashion factors and impulse buying, and the influence of fast fashion clothing involvement on in-store hoarding and impulse buying. More, we have examined moderating variable of fast fashion clothing involvement on the impact of the fast fashion factors and in-store hoarding.

    The model was tested by Structural Equation Model and Hierarchical Regression Analysis. Data was collected from the consumers in Taiwan who have already had purchase experience from the fast fashion brand stores including Zara, H&M, Top Shop, Forever 21, New Look, Mango and United Colors of Benetton.

    The study found that in-store hoarding was significantly motivated by perceived perishability and perceived scarcity of fast fashion goods. The results also indicated that in-store hoarding, perceived scarcity and fast fashion clothing involvement had significant impact on impulse buying, and the influence of fast fashion clothing involvement on in-store hoarding existed. In addition, the moderating effect of fast fashion clothing involvement on the impact of fast fashion factors and in-store hoarding did not exist.

    第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 4 第三節 研究流程 5 第二章 文獻探討 6 第一節 快速流行的定義 6 第二節 快速流行服飾品牌 7 第三節 認知易逝性、認知稀少性及認知低價 10 壹、認知易逝性 10 貳、認知稀少性 11 參、認知低價 11 第四節 店內儲藏 12 第五節 快速流行服飾涉入 13 壹、涉入的定義 13 貳、涉入的分類 14 參、涉入的衡量 16 第六節 衝動性購買 17 壹、衝動性購買的定義 17 貳、衝動性購買的分類 18 第三章 研究方法 19 第一節 研究架構 19 第二節 研究假說 19 第三節 研究變數操作性定義與衡量 24 壹、認知易逝性 24 貳、認知稀少性 25 參、認知低價 26 肆、店內儲藏 27 伍、快速流行服飾涉入 28 陸、衝動性購買 29 第四節 研究對象 30 第五節 問卷設計 30 壹、問卷前測 30 貳、正式問卷 37 第六節 資料蒐集 38 第七節 資料分析方法 38 壹、敍述性統計 38 貳、因素分析 38 參、信度分析 38 肆、效度分析 39 伍、結構方程模式 39 陸、層級迴歸分析 39 第四章 研究結果 40 第一節 敍述性統計分析 40 第二節 驗證性因素分析 46 壹、衡量模式分析 46 貳、收斂效度和信度分析 52 參、區別效度分析 53 第三節 假設檢定 54 壹、結構模式分析 54 貳、層級迴歸分析─干擾效果測試 57 第四節 事後檢定 63 第五章 結論與建議 66 第一節 研究結論與討論 66 第二節 研究貢獻及管理意涵 72 壹、研究理論之貢獻 72 貳、管理實務之意涵 73 第三節 研究限制與建議 74 參考文獻 76

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