| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 101 === In a highly competitive business world, how a company conquers and thrives in the battlefield has always been a serious concern. Firms intend to seize every opportunity that is able to catch the attentions of consumers, and further hope to turn consumers’ attentions into their buying intention. However, there are many factors that could affect consumers’ buying intention. Based on this aspect, this paper aims to examine the relationship between fashion-consciousness and authenticity, and find out how these two constructs affect consumers’ buying intention. Previous scholars have contributed many researches on fashion-consciousness and authenticity; nevertheless, speaking of how these two constructs give influence on consumers’ buying intention, scant scholarly attentions have been regarded. In order to investigate the impact caused by fashion-consciousness and authenticity, a quantitative research was conducted. 200 valid questionnaires are included in statistical analysis. The response rate of valid questionnaires issued was approximately 89.2%. After conducting independent sample t-test analysis and two-way analysis of variance, the study is confirmed by hypotheses and result reveals three facts: (1) Fashion-conscious consumers have higher buying intention than those who are not. (2) An authenticity-based advertisement arouses higher buying intention than one that is more general-oriented. (3) Those who are fashion-conscious have higher buying intention while seeing an authenticity-based video advertisement.
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