隨著潮牌服飾在時尚產業的迅速崛起，深入了解潮牌消費者的行為對於品牌管理策略的制定變得愈加重要。面對日益激烈的品牌競爭，潮牌商品的流行促使購買潮牌服飾的消費者群體不斷擴大。在選擇潮牌服飾的過程中，消費者的決策受到品牌形象、商品美感及商店環境等多重因素的影響。此外，隨著數位化的進步，線上購物已成為主流，品牌必須加強其線上平台及社群媒體的建設，以滿足消費者需求並增強品牌認同感。
目前針對社群分享、美感體驗與品牌認同在潮牌市場中作用的研究仍然相對匱乏。本研究旨在探討消費者在選購潮牌服飾時的關鍵因素，並驗證社群分享、美感體驗與品牌認同之間的關係。為達成此目的，本研究採用問卷調查法，針對曾購買或對潮牌有認識的年輕消費者進行調查，共發出415份問卷，回收有效樣本397份，無效份數為18份。所收集的數據透過SPSS22統計軟體進行處理與分析，使用的統計方法包括敘述性統計、信效度分析、相關性分析及多元迴歸分析，以驗證假設關係的成立。
研究結果顯示，在台灣的潮牌服飾市場中，消費者的社群分享顯著提升其美感體驗；同時，美感體驗也顯著增強了對品牌的認同感。此外，消費者在社群中的分享行為同樣顯著提升了對潮牌品牌的認同感。綜合以上發現，本研究希望能為潮牌產業提供參考依據，進而促進在時尚領域與學術研究的發展。

As streetwear fashion rapidly rises in the fashion industry, a deeper understanding of streetwear consumers' behavior has become increasingly critical for the formulation of effective brand management strategies. Amid intensifying brand competition, the growing popularity of streetwear products has expanded the consumer base for streetwear apparel. Consumers’ purchasing decisions are influenced by multiple factors, including brand image, product aesthetics, and store environment. Furthermore, with advancements in digitalization, online shopping has become mainstream. To meet consumer needs and enhance brand identification, brands must strengthen their online platforms and social media presence.
Currently, research on the roles of social sharing, aesthetic experience, and brand identification within the streetwear market remains relatively scarce. This study aims to explore the key factors influencing consumer behavior when purchasing streetwear apparel and to verify the relationships between social sharing, aesthetic experience, and brand identification. To achieve this, a questionnaire survey was conducted targeting young consumers who had purchased or were familiar with streetwear brands. A total of 415 questionnaires were distributed, resulting in 397 valid responses and 18 invalid responses. The collected data were processed and analyzed using SPSS22 statistical software. Statistical methods applied included descriptive statistics, reliability and validity analysis, correlation analysis, and multiple regression analysis to validate the hypothesized relationships.
The findings indicate that, in Taiwan's streetwear apparel market, consumers' social sharing significantly enhances their aesthetic experience. Moreover, aesthetic experience notably strengthens their brand identification. Additionally, social sharing behavior among consumers significantly boosts their identification with streetwear brands. These findings provide valuable insights for the streetwear industry and contribute to the advancement of the fashion sector and academic research.

目錄
中文論文提要	III
英文論文提要	IV
目錄	1
圖目錄	3
表目錄	4
第一章 緒論	5
第一節 研究背景與動機	5
第二節 研究目的	11
第三節 研究流程	12
第四節 研究範圍	13
第二章 文獻探討	14
第一節 潮牌文化	14
第二節 社群分享	21
第三節 美感體驗	33
第四節 品牌認同	40
第三章 研究方法	46
第一節 研究假說	46
第二節 研究架構	51
第三節 研究變數之操作型定義與衡量問項	52
第四節 研究設計	55
第五節 資料分析方法	57
第四章 資料分析與結果	61
第一節 樣本結構分佈	61
第二節 信效度分析	63
第三節 相關分析	68
第四節 迴歸分析	69
第五章 結論與發現	75
第一節 研究發現與結論	75
第二節 研究限制與未來研究建議	78
參考文獻	80
  中文文獻	80
英文文獻	82
網路資料	90
附錄問卷：潮牌服飾體驗感受調查	95

 
圖目錄
圖1-1研究流程圖	12
圖2-1 STUSSY品牌示意圖	18
圖2-2 Bape品牌示意圖	19
圖2-3 Palace品牌示意圖	20
圖2-4 Facebook臉書介面示意圖	26
圖2-5 Youtube介面示意圖	27
圖2-6 Instagram 介面示意圖	28
圖2-7 Tiktok介面示意圖	30
圖2-8 Line介面示意圖	31
圖2-9 Kaperfer品牌認同稜柱體模型	44
圖3-1 研究架構圖	51

 
表目錄
表2-1 潮牌定義彙整表	15
表2-2 潮牌品牌彙整表	20
表2-3 社群分享相關研究彙整表	23
表2-4 社群媒體平台彙整表	31
表2-5 美感體驗相關研究彙整表	36
表2-6 美感體驗三構面彙整表	38
表2-7 品牌認同相關研究彙整表	41
表3-1 社群分享研究變數及衡量項目	53
表3-2 美感體驗操作型定義及衡量項目	54
表3-3 品牌認同操作型定義及衡量項目	55
表3-4 問卷回收情況	56
表3-5 四步驟中介變數檢定條件	60
表4-1 樣本結構分佈表	62
表4-2 KMO值與球型檢定表	64
表4-3 信效度分析表	66
表4-4 研究變相之相關係數分析表	69
表4-5 社群分享對美感體驗迴歸分析表	70
表4-6 美感體驗對品牌認同迴歸分析表	71
表4-7 社群分享對品牌認同迴歸分析表	72
表4-8 美感體驗對社群分享與品牌認同的中介效果迴歸分析表	73
表4-9 假設驗證彙整表	74

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