近來現代人崇尚物質的生活，不可避免有更多消費支出，在追求物質生活中，難免逃脫不了流行風潮，而流行的風潮帶起了新的消費行為與模式。流行商品頻繁的推陳出新，供應了更多選擇給消費者以滿足其需求，消費及流行的追求已經慢慢地在生活中佔有一定的份量，而許多消費者在追求流行中，經常忽略流行情緒所帶來的負面影響，消費者們並沒有察覺，也還未重視這時代迅速變遷所帶來的文明問題，這便是流行壓力所帶來的流行焦慮。流行的多變會影響消費者在購買時產生流行焦慮之負面的情緒，但消費者在追逐流行下也無可避免購買行為，本研究以消費者的角度探討流行焦慮是否對消費者購買意願有所影響。
本研究採問卷調查方式進行，以臺灣一般消費者為研究對象，扣除無效問卷後，共計有效問卷400份。研究結果顯示：(1) 消費者流行焦慮愈高，對流行商品購買意願愈高；(2) 線上購物會強化消費者流行焦慮對流行商品購買意願之正向效果；(3) 產品涉入會強化消費者流行焦慮對流行商品購買意願之正向效果。

Modern people advocates material life nowadays, and there are more consumption expenditure inevitably. We can’t avoid from the fashion trend, as we are pursuing the material life, the fashion trend comes up with a new consuming behavior. Fashion goods keep bring forth the new through the old, supplying more choice to the consumers to get their needs. Consuming and pursuing fashion have already plays an important role in our life. However, many consumers often ignore the negative effects of popular emotion during the time we are pursuing fashion. Consumers have not aware or attach the importance of this quick change brings out civilization problem, this is the fashion anxiety caused by popular pressure. The variable of fashion affects consumers bring out negative emotions when they are shopping. Nevertheless, consumers are inevitably buying under the fashion trend. This research explores whether fashion anxiety affects the intention of shopping from the perspective of consumers.
This study adopted quantitative study, general consumer questionnaire survey conducted for the study in Taiwan. Deduction of invalid questionnaire, totally 261 for valid questionnaire. As the study results: (1) Fashion anxiety and consumer intention of shopping fashion products show significant and positive influence. (2) Fashion anxiety and consumer intention of shopping fashion products adding online shopping as moderating factors show significant and positive influence. (3) Fashion anxiety and consumer intention of shopping fashion products adding product involvement as moderating factors show significant and positive influence.

第一章 導論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究流程 6
第二章 文獻探討與假說 9
第一節 流行與購買 9
第二節 消費者購買意願 10
第三節 流行焦慮 12
第四節 線上購物 16
第五節 產品涉入 21
第三章 研究方法 29
第一節 研究架構 29
第二節 問卷產品選擇 31
第三節 研究變數 32
第四節 問卷方法與流程 37
第五節 資料分析與統計方法 37
第四章 研究結果 41
第一節 有效樣本結構敘述與變數基本分析 41
第二節 信度分析與因素分析 47
第三節 相關性分析 53
第四節 迴歸分析 54
第五章 結論與建議 59
第一節 研究結論 59
第二節 研究貢獻 61
第三節 研究限制與後續研究方向 63
參考文獻 65
附錄 74

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