摘 要
放眼市場，充斥著各種流行性的商品，不難看到來自世界各地品牌大舉入侵，各廠商積極推展，一些國際知名的服飾品牌，如：例如ZARA、UNIQLO、GUCCI、Givenchy、ChristianDior、CalvinKlein以及運動界的NIKE、adidas等品牌，快速流行服飾零售商進入的速度令人驚訝，商品汰換的程度更令人乍舌。從流行商品的角度觀之，消費者在意是什麼?對於消費者本身對流行商品是否尚具有流行的價值以及其所具備的流行知覺，再者，當消費者越不想與他人擁有一模一樣的商品時，其越想尋求差異，形成獨特性需求的心情應會愈強，此與流行商品是否具有其本身獨特代表性的價值應該皆為消費者是否會有衝動性購買的傾向之重要內在特質，因此本研究試圖於此講究流行的現今社會，進一步深入探討消費者對於流行的商品的內在心情狀態，如:認知易逝性、流行意識與獨特性需求是否對消費者的衝動性購買傾向會所影響，以作為與流行性商品相關之產業能行銷策略之決策參考。
本研究計本研究採用問卷調查法，主要以紙本問卷本進行發放，最後回收問卷358份，經剔除回答不完整或固定答案之無效問卷7份，總計有效問卷351份，有效問卷比率為98%。分析結果顯示，認知的易逝性統計顯著的正向影響衝動性購買行為傾向；消費者流行意識越高將伴隨著較高的衝動性購買行為傾向；獨特性需求統計顯著的正向影響衝動性購買行為傾向。
據此研究結果，本研究建議流行產業的經營者，可藉由而縮短產品在貨架上的期間，隨時更新產品週期，導致時間上的限制，且可令消費者面對限時或限量商品時，使其衝動性購買傾向提高。再者，滿足消費者流行意識，提供新的潮流與變化訊息，凸顯產品時尚及即時掌握流行脈動，引發消費者高度的流行意識進而引發其衝動性購買傾向。同時本研究主張獨特需求高之消費者喜歡擁有與一般人不同的特殊商品強化其產品的流行性，強化其產品獨特性，引發消費者的獨特性需求，進而產生擁有產品的渴望感，將可有效引發其購買的欲望。

It is flooded with all kinds of goods epidemic from all over the world in the fashion market. The local enterprises take a proactive role towards the invasion with a number of internationally renowned apparel brands, such as ZARA, UNIQLO, GUCCI, Givenchy, Christian Dior, Calvin Klein and the sports brand of NIKE, Adidas and so on. The fast speed fashion retailers enter is surprising as well as the fast replacement of goods is staggering. View from the point of popular goods, what do the consumers care about for? Do they care about the fashion value or possess the fashion perception? Furthermore, once consumers do not want to own exactly the same products with others, they will want to look for differences, a strong need for uniqueness then rise. The value of uniqueness decides whether the intrinsic tendency of consumer’s impulse buying will be provoked or not. This study therefore attempts to investigate whether the internal emotions of perceived perishability, fashion consciousness and the need for uniqueness towards popular goods will influence consumer’s impulse buying tendency which can offer reference in marketing strategy for the relevant industry.
This study conducted a survey by a paper questionnaire distribution. 358 copies were returned and 7 of incomplete and invalid answered were removed, total 351 valid questionnaires finally. The valid rate reached 98%. The results of statistical significance showed that perceived perishability influences impulsive buying behavior positively; the higher fashion consciousness, the higher impulsive buying behavior tendencies and the need for uniqueness influences impulse buying behavior tendencies positively.
This study suggests that fashion product markets can shorten the exhibition time of each item on the shelf and fasten the product life cycle to raise the emotion of time and quantity constraints and the tendency to impulse buying. Furthermore, the marketers should supply messages of new trends, highlight the fashion of product and grasp the pulse of fashion immediately to meet consumer’s popular consciousness and raise the impulse buying tendency. Meanwhile, the study advocates that consumer with high uniqueness needs prefer to own special commodity products differentiated from others, marketer should strengthen product epidemic and uniqueness to trigger a sense of desire to own the product and raise the desire to buy effectively.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 認知易逝性之探討 6
第二節 流行意識 9
第三節 獨特性需求 16
第四節 衝動性購買傾向的探討 21
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 28
第三節 研究變項之定義與問卷設計 32
第四節 研究設計 45
第五節 前測結果 46
第六節、資料分析方法 47
第四章 研究結果分析 49
第一節 敘述性統計分析分析 49
第二節 信效度分析 53
第三節 研究假設檢定 60
第五章 結論與建議 64
第一節 結論與建議 64
第二節 管理意涵 67
第三節、研究限制與未來研究方向 68
參考文獻 69
中文文獻 69
英文文獻 70
附錄-問卷 75

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2.吳基逞、汪秩仁與郭怡君(2010)。衝動性購買行為之購後情緒研究，中山管理評論，第十八卷第三期，647-683
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