| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 104 === The burgeoning fast fashion stores have become a hot topic and polular destinations among young people in Taiwan. We tried to explore if fashion involvement and materialism can affect the purchasing intention of fast fashion in this study.
Qualitative interviews proceeded quantitative researches in this study. The interviews with 6 subjects revealed their attitudes towards the invasion of international fast fashion in Taiwan, and the what the brands had promised to the consumers, to investigate the values consumers trying to extract from fast fashion. For the quantitative research, we distributed 600 questionaires through the Internet and comunity websites. Through the analysis of the 296 valid responses in the 423 returned questionsaires, we discovered that conspicuous consumption and fasion consumption can increase the purchase intention of fast fashion. In particular, the three dimentions of materialism, success, acquisition and hapiness, can increase conspicuous consumption, and fashion involvement can increase fashion consumption. We conclude that fast fashion has become a symbol of status and happiness.
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