2022年臺灣服飾專賣零售業規模及年成長幅度均創歷史新高，門店數卻與2019年底減少近1,500家，中小型獨立門店撤離，大型連鎖集團實體及網路銷售加速擴張，產業銷售通路板塊大幅移動，使疫後消費模式轉變，流行服飾品牌行銷成為重要議題。本研究主要在探討適配度對品牌延伸、評價、心流體驗與購買意願之影響，以心流體驗為調節變數。研究對象為瑞典品牌H&M向上延伸品牌COS，採問卷調查法回收有效問卷376份，以SPSS透過信效度分析與簡單、多元迴歸分析及敘述性統計分析，進行分析與假說驗證。研究結果發現，適配度對品牌延伸、評價與心流體驗均具有正向影響；品牌延伸、評價對購買意願均具有正向影響；在調節效果方面，心流體驗在品牌延伸、品牌評價對流行服飾品牌購買意願中均不具有調節效果。本研究建議品牌公司品牌概念越趨近越可以促進品牌發展，延伸品牌不必刻意與原品牌保持距離；進入新市場先確定品牌定位與目標消費者，持續擴大電商網路平台朝OMO精準行銷，創造並傳遞價值給主要市場的客戶，以提高消費者的心流體驗和品牌評價，強化消費者的黏著度與忠誠度。
By 2022, the scale and annual growth of the apparel retail industry in Taiwan had reached a record high, but the number of stores decreased by nearly 1,500 after 2019. The demise of many small and medium-sized independent stores, coupled with the accelerated expansion of physical and online sales by large chain groups, caused a paradigm shift in the industry and sales channel segment. Changes in consumption patterns in the post-pandemic era have made the marketing strategies of popular apparel brands an issue of concern. In this study an investigation was made of the effects and suitability of brand extension and evaluation, as well as flow experience and purchase intention. Flow experience was the moderating variable and the target was the Swedish brand H&M and its upward stretching brand COS. A survey resulted in the collection of 376 valid questionnaires and subsequent analysis and hypotheses were validated by SPSS through reliability analysis and by leveraging simple, multiple regression and narrative analysis. The results of the study showed that model fit had a positive effect on brand extension, brand evaluation, and flow experience; brand extension and brand evaluation had a positive effect on purchase intention. In terms of adjustment effect, flow experience did not have an adjustment effect in brand extension and brand evaluation on purchase intention of popular apparel brands. The results suggest that the closer the brand concept of a brand company, the better will it promote brand development, and the extended brand does not need to be deliberately distanced from the original brand. When entering a new market, brand positioning and the target consumers should be determined before the e-commerce online platform is expanded towards OMO precision. After this marketing to create and deliver value to customers in its main market can be done to improve flow experience and brand evaluation for the consumer and strengthen their brand stickiness and loyalty.
