隨著潮流品牌產品由單純時尚符號轉變為年輕消費者展現價值觀、身分認同與文化歸屬的重要媒介，消費者評價機制已成為理解品牌競爭力的關鍵。然而，既有研究對潮流品牌產品評價形成因素仍缺乏整合，特別是在同時納入人格特質與產品價值之分析上尚顯不足，且對消費者涉入程度之調節角色亦未充分探討。因此，本研究以期望確認理論（Expectation Confirmation Theory, ECT）為基礎，建構整合性架構，探討經驗開放性、外向性、享樂性價值與功能性價值對顧客滿意度之影響，以及顧客滿意度對購買意願之效果，並檢驗涉入程度之調節作用。本研究以Supreme消費者為對象，採問卷調查法蒐集331份有效樣本，並運用結構方程模型與PROCESS Macro進行分析。結果顯示，人格特質與產品價值皆對顧客滿意度具顯著正向影響，而顧客滿意度亦進一步提升購買意願；此外，涉入程度具有差異化調節效果，會強化經驗開放性與享樂性價值對顧客滿意度之影響，但削弱外向性與功能性價值之影響。整體而言，本研究整合人格特質、產品價值與涉入程度，深化潮流品牌消費行為之理論理解，並為品牌行銷策略提供實務啟示。

As streetwear products have evolved from mere fashion symbols into important vehicles through which young consumers express their values, identity, and cultural belonging, the mechanisms underlying consumer evaluations have become central to understanding brand competitiveness. Yet prior research has not sufficiently integrated the antecedents of evaluations of streetwear products. In particular, limited attention has been paid to the joint effects of personality traits and product value, and the moderating role of consumer involvement remains underexamined. To address these gaps, this study draws on Expectation Confirmation Theory (ECT) to develop an integrative framework that examines the effects of openness to experience, extraversion, hedonic value, and utilitarian value on customer satisfaction, as well as the effect of customer satisfaction on purchase intention, while also testing the moderating role of involvement.

Using consumers of Supreme as the research context, this study collected 331 valid survey responses and analyzed the data using structural equation modeling and the PROCESS Macro. The results show that both personality traits and product value exert significant positive effects on customer satisfaction, which in turn enhances purchase intention. In addition, consumer involvement demonstrates differential moderating effects. Specifically, it strengthens the effects of openness to experience and hedonic value on customer satisfaction while weakening the effects of extraversion and utilitarian value on customer satisfaction.

Overall, by integrating personality traits, product value, and involvement, this study advances theoretical understanding of consumer behavior in the streetwear context and offers both theoretical contributions and practical implications for streetwear brand management.