The Research of Conformity Behavior, Fashion Involvement and Impulse Buying Behavior- On Fast Fashion Co-branding

• Main Authors: LEE, SHIN-YUN, 李昕芸
• Other Authors: YANG, BIN-TSANN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/k2766y

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 106 === Fast fashion is one of the hottest topics in fashion industry and many customers take it as their first choice when purchasing apparel. Besides, more and more designer brands have started to cooperate with fast fashion brands in order to reach different customers, we call it co-branding. People even wait in line for hours to purchase co-branding products. However, many of the customers purchase co-branding products is not because of understanding the brands but influenced by their friends and family and having impulse buying behavior. Impulse buying behavior has become one of the purchasing reasons. Therefore, the purpose of the research is: (1). Discuss the effect between conformity behavior and impulse buying behavior. (2). A study of conformity behavior, fashion involvement and impulse buying behavior. The research uses the questionnaire method and the survey is made with four parts, including conformity behavior, fashion involvement, impulse buying behavior and personal information. The subjects of the research are those who have bought or browsed co-branding products and are above 16 years old. There are 286 effective questionnaires. The result shows conformity behavior has a positive impact on impulse buying behavior. Fashion involvement on conformity behavior and impulse buying behavior is a moderating effect.