台灣消費者雖然普遍經濟能力緊縮，但依然講究服裝品質並且要求兼具流行與品味的購買趨勢，各家服飾品牌為了因應快速變化的市場脈動及消費者口味，服裝業者開始調整經營模式，以兼具流行質感與經濟實惠的想法概念包裝產品，創造新的商機。H&M、Zara、Uniqlo等注重平價流行的服飾品牌開始席捲流行服飾產業。
在這一股快速時尚服飾風潮中，有許多網路服飾品牌 (例：沒有實體店面的服務品牌)，因網路購物習慣普及，也如雨後春筍般地出現在台灣的快速時尚市場之中。快速時尚服飾以產品流行風格設計為驅力，品牌愛戀(Brand Love)與角色(Brand Role)該如何建立，則較少學者進行研究探討。因此，本研究重點在於這些網路服飾品牌，如何透過網路普及優勢及消費者需求與建構自己的品牌優勢，持續生存下去。特別是當代消費者只在乎產品流行款式，而不是對品牌產生愛戀或者形成一種特殊的品牌關係時，任一家網路服飾品牌推出新款式服飾，很可能就轉移了品牌進行購買。根據上述之背景，故本研究採用消費者知覺價值、品牌愛戀(Brand Love)、購買意圖、網紅魅力模型為基礎，來研究快時尚流行服飾品牌與目標對象建立愛戀關係的重要性。
研究結果發現：(一) 消費者知覺品質對品牌愛戀有正向影響。 (二) 網紅魅力干擾變相消費者知覺與品牌愛戀關聯性顯著且正相關。 (三) 品牌愛戀對購買意圖有正向影響。
As the business restraining of Taiwan, consumers still pay attention to the quality and trendy tasteful of apparel fields. In order to respond to the rapidly changing market and consumers, apparel brands and retailers have begun to adjust their business models to combination of fashion, quality and cost-performance ratio. Affordable fashion started to sweeping the fashion apparel industry and create new business opportunities such as H&M, Zara, Uniqlo and other apparel brands.
In this trend of fast fashion apparel, there are many online apparel brands (for example, brands without physical stores). Due to the popularity of online shopping habits, they have also sprung up in Taiwan's fast fashion market. Fast fashion apparel is driven by the design of popular products. How to establish brand love and brand role is less researched by scholars. Therefore, this research focuses on how these online apparel brands can continue to survive through the advantages of online popularization, consumer demand and building their own brand advantages. Especially when contemporary consumers only care about the popular style of the product, rather than having a love for the brand or forming a special brand relationship, if any online clothing brand launches a new style of clothing, it is likely to transfer the brand to purchase. Based on the above background, we choose consumer perception value, brand love, purchase intention, and charming of influencer models as the basis to study the importance of establishing a love relationship between fast fashion brands and target audiences.
The study found that: (1) Consumer perception quality has a positive impact on brand love. (2) The influence of online celebrity charm disguised consumer perception is significantly and positively related to brand love. (3) Brand love has a positive influence on purchase intentions.
