影響衝動性消費與環保型消費意願因素探討──以快時尚為例

Discussion on Factors Affecting Willingness to Impulse Consumption and Environmental Consumption: Taking Fast Fashion as an Example

本文探討影響「衝動性消費」及「環保型消費」對快時尚消費意願因素之比較分析，根據不同影響「衝動性消費」及「環保型消費」構面是否會因此影響快時尚的消費行為，並能據此訂定較好的行銷模式，再以性別、年齡、教育程度與所得分析快時尚之何種消費構面容易吸引消費者消費的意願，最後再分析這些影響「衝動性消費」及「環保型消費」的特性，彼此之間有何差異性？本文實證發現，無論是「衝動性消費」與「環保型消費」，在價格、銷售、產品以及消費地點等四個構面，彼此之間都有正向顯著關係。其次，「衝動性消費」與「環保型消費」和影響快時尚的消費構面皆具正向顯著關係。最後，本文發現快時尚的消費者性別、年齡及教育程度，在「價格方面」都有顯著差異性；不同月收入則在「價格方面」和「產品/品牌方面」有顯著差異性。

"This paper discussed the difference analysis of the factors affecting “impulsive consumption” and “environmentally friendly consumption” on the willingness to consume fast fashion. This paper also discussed whether those different factors that affected “impulsive consumption” and “environmentally friendly consumption” influence fast fashion consumption. Demographic and socioeconomic factors, such as gender, age, education level, and income are used to analyze the willingness of consumption in fast fashion industry. Finally, these factors which affected the “impulsive consumption” and “environmentally friendly consumption” are analyzed in order to find out the differences between them. Empirically, this paper found that price, sales, product and consumption location which are related to fast fashion consumption have significantly positive relationship with each other regardless of “impulsive consumption” and “environmentally consumption” Secondly, “impulsive consumption” and “environmental consumption” had positive and significant relationship with fast fashion consumption. Finally, this paper found that gender, age, and education level had significant differences in price in terms of the consumption aspect of fast fashion. Moreover, fast fashion consumers’ income had significant differences in price and product/brand aspects ."