台灣對於快時尚商品的潛在消費力已獲各國服飾業者的重視並紛紛來台展店。本研究針對台灣消費者對於快時尚商品的購買行為來探討，透過功利主義與享樂主義的兩構面來了解消費者的感知價值如何影響消費者購買意圖與購買行為之間的彼此關聯性，藉此探得台灣的快時尚消費者的消費行為模式。 研究以網路問卷調查共回收330份有效樣本，使用結構模型路徑分析進行實證分析，其研究結論發現功利主義構面中的節約成本因素與消費者購買快時尚商品的感知價值有著正向顯著的影響，但在便利性與可選擇性的因素上，對於消費者感知價值的影響卻不顯著。而在享樂主義構面中的新知性與愉悅性在消費者購物快時尚商品的過程中對於其感知價值產生正向的影響，而社會性因素對於購買快時尚商品時的感知價值則產生負向顯著影響。此外，感知價值會顯著影響購買意圖是成立的，感知價值與購買意圖呈正向關係，表示當消費者對快時尚商品之感知價值高，其對快時尚商品的購買意圖也會增加，進而促使消費者產生購買行為。;Taiwan’s potential for consumption on fast-fashion commodities has caught global apparel industry′s attention, that more and more shops are opened. To learn the consumer behavior of the fast-fashion in Taiwan, this study investigates the correlation between the purchase intention and the perceived value from consumers in the aspects of Utilitarian and Hedonism. This study adopted the questionnaire survey method and 330 valid responses were collected. The structural equation modeling was used for analysis and verification. The results indicated that there was high positive correlation between cost saving and consumer’s perceived value in the aspect of Utilitarian. However, variables of the convenience and the selectivity did not much affect on customer’s perceived value. While, in Hedonic, new knowledge and pleasure resulted in positive influence on the perceived value during the process of customer purchasing the fast-fashion commodity. But, the social variables of Hedonic significantly broght negative effect on customer’s perceived value. In addition, customer’s perceived value greatly affecting the purchase intention was proven. The perceived value had positive correlation with the purchase intention, meaning the higher customer perceived value on fast-fashon commodity, the more purchase intention consumers grew, and further promoting the purchase behaviors.
