隨著全球化的發展，市場競爭變得越來越激烈，其中全球時尚服裝產業更是競爭激烈，有研究指出千禧時代消費者的品牌忠誠度低於其他世代，加上網際網路的發展使得購物更為方便，同時也讓消費者的價格敏感度更高，種種原因皆使得快時尚品牌更難以維持消費者的品牌忠誠度。許多研究都證實品牌忠誠度能為企業帶來許多經濟效益，尤其是當消費者認為自我形象與該品牌的形象相似時，亦即達到自我一致性時，其對該品牌的忠誠度就會越高。因此本研究希望能找出影響自我一致性與品牌忠誠度之關係的重要因素，以供相關產業作為行銷、策略方面之參考。
許多研究都證實口碑能夠影響消費決策，高達80%的台灣消費者會在購買前搜尋相關訊息，因此本研究旨在探討口碑評價（正面及負面）及口碑角色（傳播者及接收者）對真實及理想自我一致性與品牌忠誠度之間的調節作用，以快時尚品牌為例，研究對象為台灣地區快時尚品牌消費者，並以實驗法搭配問卷進行假設驗證，透過網路發放問卷，本研究共回收577份問卷，有效問卷共506份，有效樣本回收率為87.7%，並以此做後續資料分析，研究結果顯示：
一、 真實自我一致性對品牌忠誠度具有正向顯著影響
二、 理想自我一致性對品牌忠誠度具有正向顯著影響
三、 口碑評價在真實及理想自我一致性與品牌忠誠度之間皆無調節效果的影響
四、 口碑角色在真實自我一致性與品牌忠誠度之間無調節效果的影響
五、 口碑角色在理想自我一致性與品牌忠誠度之間有調節效果的影響，接收正面口碑比傳播正面口碑更能強化「理想自我一致性與品牌忠誠度」之正向關係

Due to globalization, business market has become unpredictable, and the competition in marketing has become more intense than ever. Some studies and reports have pointed out that millennials are not brand loyalists. It is especially hard for the global fashion apparel industries to maintain consumer loyalty due to the high competition. Many studies have confirmed that consumers with brand loyalty can bring many benefits to brands, and that brand loyalty can be increased when consumers perceive self-congruity with a similar brand. Therefore, improving consumers’ brand loyalty through their perceptions of self-congruity is still an important issue for marketers and thus a focal interest of this study.
Another interest of this study is to investigate the moderating Role of WOM valence and WOM Role in the relationship between actual self-congruity, ideal self-congruity, and brand loyalty. The research conducted an online survey on Taiwanese consumers who had purchased one of the five most popular fast fashion brands in Taiwan in the past six months. A total of 506 valid questionnaires were collected, and the structural equation modelling(SEM) and multi-group SEM were used to verify all hypotheses.
Results indicates that (1) Actual and ideal self-congruity both have a positive effect on brand loyalty. (2) WOM valence has no moderating effect in the relationship between actual and ideal self-congruity and brand loyalty. (3) WOM Role has no moderating effect in the relationship between actual self-congruity and brand loyalty. (4) WOM Role has a moderating effect in the relationship between ideal self-congruity and brand loyalty.

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