| Summary: | 碩士 === 淡江大學 === 國際行銷碩士在職專班 === 104 === Since the Subprime mortgage crisis, fast-fashion retailers such as UNIQLO, ZARA, or H&M , which put an emphasis on the cost-performance ratio, have become dominant brands in the market due to the worldwide economic depression. They have started a new trend of shopping. Since 2009, when the first fast-fashion retailer UNIQLO set up a branch in Taiwan, many fast-fashion brands have been working hard to develop new market here. The highly competitive era of fast-fashion retailers has come.
Therefore, this study aims to probe whether the three critical factors of the fast-fashion retailors which have physical stores in Taiwan－physical environment, service quality, and product quality－will have an crucial influence on the purchase Intention of consumers.
Besides, it will probe further whether attitude will play an important intermediary role when consumers are making a purchase. At last, according to the study above, the result can serve as a reference for fast-fashion companies to make their marketing strategy.
This study used SPSS 18.0 and LISREL 8.7 were employed as the data analysis software. The target of this survey is common consumers. It is enforced through online survey. 343 questionnaires have been recollected in total. The number of invalid ones is six, while the number of valid ones is 337. The rate of collected valid questionnaires is 98.2%.
There are two finding from the research:
1.To the fast-fashion market in Taiwan, physical
environment, product quality, and
service quality have great influence on consumers’
purchase intention.
2.To the fast-fashion market in Taiwan, attitude plays
a critical intermediary role. What’s more, to service
quality, attitude is even an inevitable intermediator
so that service quality can develop influence on
consumers’ purchase intention to a certain extent.
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