自2020年起，由於疫情的爆發，快時尚產業的實體店面深受影響，為了降低染疫的可能性，消費者的行為漸漸改變，欲了解顧客購買產品的原因，快時尚公司紛紛採取對策因應，探討影響顧客購買的因素。
本研究發展一個模型衡量，影響快時尚線上購物的關鍵因素，透過物流速度、退貨方便程度、取貨地點的分布、敏感資料保障、創新的技術、價格策略、社群網路的推廣、環保永續性，這八個面向和顧客忠誠度的關係，將顧客滿意度作為中介因子。以提出的模型，透過社群媒體發放問卷並蒐集資料，使用偏最小平方法結構方程模型(PLS-SEM)分析。
研究結果顯示，社群網路推廣及顧客滿意度會直接影響顧客忠誠度，而價格策略、社群網路推廣、退貨方便程度及環保永續性，皆會透過顧客滿意度影響顧客忠誠度。本研究提供快時尚營運上的策略，如:訂定促銷及折扣的策略，讓顧客有物超所值的感受，並以貼文、短影音及直播的方式提升產品曝光度，藉由社群媒體加強顧客對於永續環保的認知，並提高退貨流程的效率、加強資安管理及提高物流速度，提升企業競爭力。

During the outbreak of the pandemic, the physical stores of the fast fashion had been severely impacted by the on-line shopping platforms. To response to this trend, fast fashion companies have to investigate factors that attract on-line customers and to adopt appropriate strategies to transform their business model. This study develops a research model to measure the key factors affecting online shopping platforms in the fast fashion industry. Based on the literature review, eight aspects are considered which are in related to customer loyalty: logistics speed, ease of return, pickup locations, protection of sensitive data, innovative technology, pricing strategy, social media promotion, and environmental sustainability, where customer satisfaction is used as a mediating factor. Questionnaires were distributed through social media and empirical data has been collected. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied for statistical analysis. The results show that social media promotion and customer satisfaction directly affect customer loyalty, while pricing strategy, social media promotion, ease of return, and environmental sustainability influence customer loyalty through customer satisfaction. The findings suggest managers should set up promotions and discount strategies to offer customers a sense of value-added, to increase product exposure through posts, videos, and live streams, and to enhance customer awareness of sustainability through social media and improving return process efficiency.

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