Purchase Intention on Fast Fashion Goods-An Empirical Study in Taiwan

• Main Authors: An-Chieh Liu, 劉安婕
• Other Authors: 蕭仁傑
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/66032005092504656574

碩士 === 國立中興大學 === 行銷學系所 === 98 === Fast fashion has already become a trend in recent years. With the rise of fast fashion clothing retailers, such as ZARA, H&M and Uniqlo, fast fashion has become an issue that many researches want to dig in. Academia has already presented some researches in the aspect such as supply chain and management. However, there were few in the aspect of consumer behavior. In the rapid spread of the wave swept around the world, Taiwan actually not yet officially introduces ZARA, H&M and other popular fast fashion brands so far. ( Uniqlo is going to enter Taiwan in late 2010). Therefore, facing the potential business opportunities and the markets, it is important to find out the consumers’ purchase behavior of fast fashion in Taiwan. This study wanted to compare the consumers who had bought fast fashion goods from foreign stores to those who did not have the purchase experiences. Besides, we wanted to explore topics as below: 1. understand the relationship among maladaptive beliefs, perceived scarcity, and perishability. 2. understand the relationship among perceived scarcity, perishability, and in-store hoarding. 3. understand the relationship among perceived scarcity, perishability, and hedonic value. 4. understand the relationship among in-store hoarding and purchase intention of fast fashion goods. 5. understand the relationship among hedonic value and purchase intention of fast fashion goods. The results showed as followings: 1. Perceived scarcity and perishability influence in-store hoarding. 2. Perceived scarcity and perishability influence hedonic value. 3. In-store hoarding influences purchase intention of fast fashion goods. 4. Hedonic value influences purchase intention of fast fashion goods.