論文提要內容:
近幾年來，流行時尚產業瞬息萬變，無時無刻都有新創意或新品牌誕生，其主要目的是為了滿足消費者日益快速變化之消費需求，而能夠有效準確地預測消費者的需求並且快速回應之，才是時尚產業之品牌廠商成功與否的重要關鍵因素，因此打著商品從生產數量、款式、便宜等以及到產品上架至消費者手中的整體速度皆遙遙領先高級時尚的「平價時尚」(Affordable Fashion)的行銷概念也成為全世界消費者的新寵。從2010年新進日本平民品牌UNIQLO到2015年美國品牌Forever 21的入駐造成台灣民眾瘋狂排隊、朝聖，由此可以看出平價兼具時尚感的品牌吸引力。藉此本研究選擇透過知覺價值(功能價值、情感價值、知覺犧牲)之三構面，與顧客滿意來探討消費者對平價時尚服飾的購買意圖。除此之外，本研究還瞭解了平價時尚的使用者之個人特徵以及使用平價時尚的相關行為。而本研究結論不只帶來往後研究後續的建議，且夠能為品牌廠商針對發展平價時尚提供建議。
本研究使用LISREL作為資料分析工具，經由結構方程模式驗證研究假說，得到以下結論:

1.在台灣的平價時尚的市場中，平價時尚顧客滿意會對正向影響消費者的購買意圖。
2.在台灣的平價時尚的市場中，消費者對平價時尚情感價值的知覺是購買意圖產生的關鍵。
3.在台灣的平價時尚的市場中，平價時尚顧客滿意是消費者功能價值、情感價值、知覺犧牲的知覺與平價時尚購買意圖間的重要中介角色。

Abrstract:
　　In recent years, the rapidly changing in fashion industry, always there are new ideas or new brands, and its main purpose is to meet the growing consumer demand for rapid change of the consumer. To be able to effectively and accurately predict consumer demand and rapid response which is the key factor of the success for the brand manufacturers in the fashion industry. So, the concept of “Affordable Fashion” which are ahead of classic fashion and from the beginning of production quantity, style, etc., and the product hit on the shelves to overall speed that reach to the hands of consumers has become the new darling of consumers all around the world. Since 2010 to 2015, Japanese new civilian brand UNIQLO and American civilian brand Forever 21 are settled in Taiwan, has caused consumers crazy lining up and pilgrimage for purchasing, parity can be seen as both stylish brand appeal. In this study of perceived value of three dimensions (function value, emotional value, perceived sacrifice), and customer satisfaction to discuss consumer (affordable fashion) purchase intention. In addition, the study also display characteristics of the affordable fashion user and affordable fashion-related behavior. 
The conclusions of this study is only bring back the follow-up research proposals, but also provide advices on the development of fast clothing for the brand manufacturers .
In this study, data analysis using LISREL as a tool to verify hypotheses via structural equation modeling, and the following conclusions:

(1) Consumer’s satisfaction about affordable fashion have a positive impact on purchase intention in Taiwan’s affordable fashion market.
(2) Consumer’s satisfaction emotional value about affordable fashion is the key factor for purchaseing intention in the Taiwan affordable fashion market.
(3) Consumer’s satisfaction to affordable fashion has important mediation role of consumer’s function value and emotional value and perceived sacrifice to purchase intention in the Taiwan affordable fashion market.

目錄

目錄.........................................I
表目錄.........................................III
圖目錄.........................................V
第一章 緒論.........................................1
   第一節 研究背景...................................1
   第二節 研究動機......................................3
   第三節 研究目的......................................4
   第四節 研究範圍與對象.................................5
   第五節 研究流程......................................5
第二章 文獻回顧......................................7
   第一節 平價時尚．快時尚的介紹..........................7
   第二節 知覺價值與衡量構面...............................8
   第三節 顧客滿意與衡量構面..............................18
   第四節 購買意圖之定義與衡量構面........................24
第三章 研究設計......................................28
   第一節 觀念架構......................................28
   第二節 研究假說......................................29
   第三節 研究變數的操作性定義及衡量......................31
   第四節 研究設計......................................36
   第五節 資料分析方法...................................37
第四章 資料分析與結果...................................43
   第一節 敘述性統計分析...............................43
   第二節 信度分析.....................................59
   第三節 結構方程模式分析.............................59
第五章 結論與發現.......................................73
   第一節 研究結論.....................................73
   第二節 研究發現.....................................74
   第三節 研究限制與未來研究建議........................76
參考文獻.............................................77
一、中文部分.........................................77
二、英文部分.........................................78
三、網路部分.........................................85
附錄一　研究問卷......................................86

表目錄

表1-1 國際服飾品牌價值前10名...........................2
表2-2-1 知覺價值定義之整理............................10
表2-2-1 知覺價值定義之整理(續)...........11
表2-2-2: Sweeney & Soutar(2001)知覺價值構面與問項量表	...................................................13
表2-2-2: Sweeney & Soutar(2001)知覺價值構面與問項量表(續)	...................................................14
表2-2-3 消費者知覺價值衡量構面之整理表...................15
表2-2-3 消費者知覺價值衡量構面之整理表(續)................16
表2-2-4  Wang(2015)以及Sweeney & Soutar(2001)對功能價值、情感價值以及知覺犧牲的構面定義.............................18
表2-3-1顧客滿意的定義之整理表............................20
表2-3-1顧客滿意的定義之整理表(續)........................21
表2-3-2 Churchill Jr & Surprenant(1982)顧客滿意之構面定義 .......................................................23
表2-3-3 Babakus, Bienstock, & Van Scotter(2004) 顧客滿意之構面定義..............................................24
表2-4-1 購買意圖之定義彙整表...........................25
表2-4-1 購買意圖之定義彙整表(續).........................26
表3-3-1 功能價值操作性定義及衡量題項彙整表...............32
表 3-3-2 情感價值操作性定義及衡量題項彙整表...............33
表 3-3-3知覺犧牲操作性定義及衡量題項彙整表................34
表 3-3-4顧客滿意操作性定義及衡量題項彙整表................35
表 3-3-5購買意圖題操作性定義及衡量題項彙整表..............36
表3-4-1問卷回收情形分析表..............................37
表3-5-1  LISREL之參數矩陣..............................39
表3-5-3 整體模式之配適度評估指標.........................41
表4-1-1 有效問卷之性別資料...............................43
表4-1-2有效問卷之年齡資料...............................44
表4-1-3有效問卷之教育程度資料.............................45
表4-1-4有效問卷之婚姻狀況資料............................45
表4-1-5有效問卷之職業資料................................46
表4-1-6有效問卷之居住地資料..............................47
表4-1-7 有效問卷每月個人所得資料.........................48
表4-1-8有效問卷之消費者所知道的平價時尚品牌...............49
表4-1-9有效問卷之消費者曾經穿過的平價時尚品牌...........50
表4-1-10有效問卷之消費者一年內主要穿著的平價時尚品牌........51
表4-1-11有效問卷之消費者是否曾自行購買過平價時尚品牌........52
表4-1-12有效問卷之消費者曾經購買過的平價時尚品牌...........52
表4-1-13有效問卷之消費者購買平價時尚的頻率................53
表4-1-14有效問卷之消費者每次購買平價時尚時，平均所花費的金額.....................................................54
表4-1-15有效問卷之消費者最主要選購的品牌..................55
表4-1-16有效問卷之消費者最可能選購的快時尚服飾牌...........56
表4-1-17有效問卷之消費者最可能選購的快時尚服飾牌...........57
表4-1-18有效問卷之消費者購快時尚服飾品牌時，認為必須考量的最重要的因素.............................................58
表4-2-1研究變項之信度分析彙整表........................59
表4-3-1 結構方程模式之參數說明.........................62
表4-3-1 結構方程模式之參數說明(續).....................63
表4-3-2 整體配適度衡量結果	.............................64
表4-3-3 整體衡量模式之評估	............................66
表4-3-3 整體衡量模式之評估(續)..........................67
表 4-3-4整體樣本假說驗證結果............................69
表4-3-5效果路徑圖......................................72

圖目錄
圖1-1國內成衣市場之需求................................3
圖1-2 本研究流程圖.....................................6
圖3-1 本研究之觀念架構.................................29
圖4-3-1 線性結構關係圖..................................61
圖4-3-2 本研究之路徑結構關係圖...........................71

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三、網路部分

Millward Brown官方網站

http://www.millwardbrown.com/brandz/top-global-brands

台灣經濟研究院全球資訊網
http://www.tier.org.tw/