隨著時代的進步，生活品質的提升，人們對於服飾的需求不在像從前只著重功能層面，轉而更加重視服飾的設計感、時尚感及流行性，在這樣的轉變下，造就了快速時尚產業的崛起。快速時尚產業主打能夠掌握流行趨勢，並快速回應市場需求，在短時間內推出符合消費者喜好的產品，也就是說消費者能夠用相對於國際時尚品牌還低的價格，買到最新、最流行的商品。因此快速時尚產業在市場上造成很大的迴響，各大快速時尚品牌的營收都有不錯的成長。
但是就在近幾年來，快速時尚產業快面臨前所未有的衰退，市場達到飽和狀態、競爭對手的加入，或甚至是快速時尚品牌不環保、廉價勞工、環境污染等負面議題的產生，都讓整個快時尚產業受到很大的衝擊。因此，在這樣競爭激烈的市場裡，在眾多品牌當中，如何掌握消費者的品牌忠誠度就顯得格外重要。
有鑑於過去對快速時尚產業的相關研究多著重在生產管理等議題，對於消費者面的研究仍不足，因此，本研究從品牌經驗(包含感官經驗、行為經驗)、社群平台的顧客品牌參與(包含認知參與、意圖參與)、品牌情感及品牌忠誠度等面向對快速時尚產業作探討。
研究結果顯示，感官經驗、行為經驗、認知參與以及意圖參與都對品牌情感有正向影響，品牌情感對品牌忠誠度也有正向影響。因此，快速時尚品牌業者，可以從滿足消費者感官、行為經驗或是從社群平台上，提高認知參與以及意圖參與的意願來提升品牌情感，進而提高品牌忠誠度。

The main objective of this research is to investigate whether brand experience and customer brand engagement positively affects brand affect. Also, we want to know whether brand affect positively affects brand loyalty. This research focus on the people who have bought the clothing and browsed the social media of fast fashion brands. In this research, we take advantage of SPSS20.0 and Amos21.0 to do data analysis, including
descriptive statistics、reliability analysis、Validity analysis、structural equation modeling analysis.
The results are as below:
1. Brand experience, including sensory experience and behavioral experience, positively affects brand affect.
2. Customer brand engagement, including cognitive engagement and intentional engagement, positively affects brand affect.
3. Brand affect positively affects brand loyalty.

Keyword: Brand experience、Customer brand engagement、Brand affect、Brand loyalty

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