| dc.description.abstract | Taiwan’s potential for consumption on fast-fashion commodities has caught global apparel industry′s attention, that more and more shops are opened. To learn the consumer behavior of the fast-fashion in Taiwan, this study investigates the correlation between the purchase intention and the perceived value from consumers in the aspects of Utilitarian and Hedonism.
This study adopted the questionnaire survey method and 330 valid responses were collected. The structural equation modeling was used for analysis and verification. The results indicated that there was high positive correlation between cost saving and consumer’s perceived value in the aspect of Utilitarian. However, variables of the convenience and the selectivity did not much affect on customer’s perceived value. While, in Hedonic, new knowledge and pleasure resulted in positive influence on the perceived value during the process of customer purchasing the fast-fashion commodity. But, the social variables of Hedonic significantly broght negative effect on customer’s perceived value. In addition, customer’s perceived value greatly affecting the purchase intention was proven. The perceived value had positive correlation with the purchase intention, meaning the higher customer perceived value on fast-fashon commodity, the more purchase intention consumers grew, and further promoting the purchase behaviors. | en_US |