<p>本研究針對當代社會現象中的快時尚、多元性別與身體意象自覺議題,與消費者購買意願做研究,並考量消費者人格特質是否為干擾結果之變數。社會學的理論基礎中,個人行為受到所生活的社會環境影響,在不斷變革的當代社會,社會現象在服裝發展上的體現,是否構成影響消費者購買意願的因素。</p> <p>本研究以網路問卷方式進行,透過社群轉發給受試者,針對年齡區間內之對象發放問卷。研究調查臺灣消費者於服裝的購買意願上,是否受當代社會現象影響,並以人格特質為干擾變數。預計收回有效問卷300份以上,後續問卷分析方式使用SPSS做階層迴歸統計分析。問卷調查結果發現,當代社會現象與消費者購買意願呈現正相關,人格特質於此研究中不構成干擾影響,根據結果提出未來相關市場及研究建議。</p> <p>&nbsp;</p><p>This research based on the basic knowledge of sociology, conducted on contemporary social phenomena and consumers’ purchase intentions. At the same time, consider about whether personality traits work as moderating effects. In the sociological theory, behavior of individuals is the reflections of the social environment they live in. Therefore, in this research the main idea focus on consumers’ purchase intentions and contemporary social phenomena which including the topics of fast fashion, gender diversity and body image awareness.</p> <p>This research conducts by using an online questionnaire and sends to the subjects by social media. In order to adapt to the gender diversity phenomena, this research is not limited to certain genders. The limit only apply on the age of target subjects. Main goal of this research is to understand whether consumers’ purchase intentions influenced by contemporary social phenomenon. Also under the different personality traits, whether consumers’ purchase intention has any influence. It is estimated to collect a least 300 valid questionnaires, and the follow-up questionnaire analysis will be using SPSS to run the hierarchical regression. The result of the questionnaire found that these three topics of social phenomena positively correlated with consumers’ purchase intention. However, personality traits didn’t work as the moderating effects in this scenario. According to the result of this research, suggestions for Taiwanese designer brands and related future research are proposed.</p> <p>&nbsp;</p>