國立屏東大學學報:管理類  2021/12
第四期 (Vol.4)    
 
影響衝動性消費與環保型消費意願因素探討-以快時尚為例  
Discussion on Factors Affecting Willingness to Impulse Consumption and Environmental Consumption: Taking Fast Fashion as an Example
曹淑琳
Tsao
【中文摘要】
本文主要探討影響『衝動性消費』及『環保型消費』對快時尚消費意願因素之比較分析，根據不同影響『衝動性消費』及『環保型消費』的構面是否會因此影響快時尚的消費行為，並能據此訂定較好的行銷模式，再以性別、年齡、教育程度與所得分析快時尚之何種消費構面容易吸引消費者消費的意願，最後再分析這些影響『衝動性消費』及『環保型消費』的特性，彼此之間有何差異性？
本文實證發現，影響快時尚的構面，不管是「價格方面」、「銷售方面」、「產品方面」、或是「地點方面」都會受『衝動性消費』與『環保型消費』影響。其次，『衝動性消費』與『環保型消費』和影響快時尚消費的構面皆具有正向顯著關係。最後，本文發現性別、年齡及教育程度在快時尚的消費構面，在「價格方面」均有顯著的差異性。而不同月收入在快時尚消費的消費構面上，在「價格方面」和「產品/品牌方面」有顯著的差異性。
【中文關鍵字】 衝動性消費、環保型消費、快時尚消費

【英文摘要】
This paper discussed the difference analysis of the factors affecting "impulsive consumption" and "environmental consumption" on the willingness to consume fast fashion. According to the different aspects that affect "impulsive consumption" and "environmental consumption" will influence fast fashion consumption. And then analyze what factors of fast fashion is easy to attract consumers willingness to consume which were based on gender, age, education level and income. Finally this paper analyzed these factors which effected the " impulsive consumption ”and“ environmental consumption ”, what are the differences between them?
This paper empirically found that the aspects that affect fast fashion, whether it is "price side", "sales side", "product side", or "location side" will be affected by "impulsive consumption" and "environmental consumption". Secondly, "impulsive consumption" has a positive and significant relationship with "environmental consumption" and aspects that influence fast fashion consumption. Finally, this paper found that gender, age, and education level have significant differences in "price" in terms of the consumption aspect of fast fashion. There are significant differences in the “price” and “product / brand” aspects of different monthly incomes in terms of the consumption aspect of fast fashion consumption.
【英文關鍵字】Impulsive consumption, environmental protection consumption, fast fashion consumption