「誰最愛買？－容貌焦慮、自我認同與社群文化對服裝消費行為之影響」

Abstract

在數位時代，社群媒體深刻重塑了服飾消費文化。本研究旨在探討社群環境下，服飾消費者的心理動機與行為模式，聚焦於「自我認同」、「容貌焦慮」、「模仿行為」與「社群媒體文化影響」四個核心構面如何影響消費決策。本研究採線上問卷調查法，針對台灣地區社群媒體使用者進行便利性抽樣，共回收591份有效問卷。資料分析採用描述性統計、t檢定、ANOVA、相關及集群分析等方法。研究主要發現如下： 1. 心理樣貌與社群影響：受訪者普遍呈現「高自我認同、低容貌焦慮」特質，但「社群媒體文化影響」與「模仿行為」仍達中等偏上水準，顯示社群平台的文化氛圍對消費者具相當影響力。 2. 核心變項的連動性：各心理構面均呈顯著正相關，其中「社群媒體文化影響」與「模仿行為」（r=.684）及「容貌焦慮」（r=.647）呈中高度正相關，證實社群內容是驅動消費者模仿與外貌焦慮的關鍵因素。 3. 人口變項的差異：男性於「社群媒體文化影響」與「模仿行為」上顯著高於女性；21-30歲年輕族群在容貌焦慮、社群媒體文化影響與模仿行為上，顯著高於中高齡族群；中等收入者比高收入者更容易受社群影響。 4. 消費者分群：本研究依心理構面成功區分出四個群體：「社群潮流高敏族」(27.9%)、「潛在社群跟風族」(29.8%)、「自我風格明確族」(23.9%)與「務實生活家」(18.4%)。各群體在社群使用黏著度、消費頻率與通路偏好上均有顯著差異，例如「社群潮流高敏族」偏好網購且社群黏著度最高，「務實生活家」則購買頻率最低且偏好實體店面。 本研究釐清了當代服飾消費者的多元樣貌及其心理機制，為服飾品牌在市場區隔、精準行銷與社群經營上，提供了具體的管理意涵。In the digital era, social media has profoundly reshaped fashion consumption. This study investigates the psychological motivations and behaviors of apparel consumers, focusing on how"Self-Identity," "Appearance Anxiety," "Mimicry Behavior," and "Social Media Cultural Influence" affect consumption decisions. Employing an online survey with convenience sampling in Taiwan, this research collected 591 valid responses. Data were analyzed using descriptive statistics, t-tests, ANOVA, correlation, and cluster analysis.Key findings are as follows: 1. Psychological Profile: Respondents generally showed "high self-identity" and "low appearance anxiety," yet scores for "Social Media Cultural Influence" and "Mimicry Behavior" were moderately high, indicating considerable platform influence. 2. Construct Intercorrelation: All constructs were significantly correlated. Notably, "Social Media Cultural Influence" was moderately-to-highly correlated with "Mimicry Behavior" (r=.684) and "Appearance Anxiety" (r=.647), positioning it as a key driver of consumer anxiety and imitation. 3. Demographic Differences: Males scored significantly higher than females on social media influence and mimicry. The 21-30 age group reported greater appearance anxiety and susceptibility to social influence than older groups. Middle-income earners were also more influenced than high-income ones.4. Consumer Segments: The study identified four distinct groups:"The Social Trend-Sensitive" (27.9%), "The Potential Social Followers" (29.8%), "The Self-Style Established" (23.9%), and "The Pragmatic Lifestylers" (18.4%). These segments showed significant differences in social media engagement, purchase frequency, and channel preference. This research clarifies the diverse profiles of modern apparel consumers and their psychological mechanisms, offering tangible implications for market segmentation, precision marketing, and social media strategy in the fashion industry.