隨著電子商務蓬勃發展、全民網購時代來臨，網路購物成為重要銷售渠道，不過網路資訊爆炸的特性，相對使得消費者對於品牌的忠誠度不如以往。關於服裝這類依賴感官評估、重視視覺美感體驗的商品來說，商品照成為服飾品牌向消費者傳達美感，觸動消費者內心愉悅情感與信任的媒介，使其得以在競爭激烈的服裝市場中脫穎而出。
本研究希望了解不同服飾商品照類型對吸引、詢問、行動三項消費者意願指標的影響，綜合文獻與服飾品牌商品照呈現的方式，整理出由場景符碼（意象型、去背景化）和人物符碼（有臉、無臉）組成的四種服飾商品照，測試不同形式照片分別對消費者意願造成的影響，並加入知覺品質作為其中的中介變數、品牌形象作為調節變數，探討不同品牌形象服飾的商品照是否透過改變消費者的知覺品質，進而影響消費者意願。此外，亦研究服飾商品照中人物符碼（有臉、無臉）對不同消費角色（為自己買、為他人買）的影響是否有差異。
由於女性消費者在服裝市場龐大的消費力，本研究針對女性共發放465份有效問卷，研究結果證實，不同服飾商品照類型對吸引、詢問、行動三項指標的影響無顯著差異，進而使得知覺品質也呈現無顯著差異的情況，不同於過往學者的觀點，顯示服飾商品照類型對消費者採取特定行為之意願的影響並非絕對。而消費者角色對有臉、無臉模特兒對消費者意願的影響具部分調節效果，其中嬰幼兒服飾商品搭配有臉嬰幼兒模特兒對消費者意願具顯著正面影響。

With the evolution and development of E-Commerce , online shopping has gradually become an important sales channel. As for apparel goods, which consumer relies on sensory evaluation and visual aesthetic experience to decide whether they should buy or not. Apparel photography becomes a means for apparel brands to enhance consumers’ aesthetic perception.
This research aims to investigate the influence of different types of apparel photography on consumer intentions such as “appeal”, “ask” and “action”. Based on the literature and the way which apparel brands to display items by apparel photography. Using setting code (imagery or solid color) x person code (with model’s face or no model’s face) scenario experimental design. Perceived quality was added as a mediating variable and brand image as a moderating variable. Additional experiment was made on discussing the impact of consumer buying roles (buying for themselves or buying for others) on apparel photography on consumer intentions.
The results shows that consumer intentions (appeal, ask and action) was no significant influenced by different types of apparel photography, which was different from the previous viewpoints of scholars. In addition, the buying roles of consumer would partially regulate the correlation between the model’s face and consumer intentions (appeal, ask and action). In particular, the apparel photography use baby model facial presentation has a significant positive impact on consumer intentions.

論文審定書............................................................................... i
致謝.......................................................................................... ii
中文摘要................................................................................. iii
Abstract................................................................................... iv
圖目錄.................................................................................... vii
表目錄................................................................................... viii
第一章 緒論..............................................................................1
第一節 研究背景與動機..........................................................1
第二節 研究目的......................................................................2
第三節 研究流程......................................................................3
第二章 文獻探討......................................................................4
第一節 服飾商品照..................................................................4
第二節 消費者意願................................................................12
第三節 商品環境背景............................................................14
第四節 品牌形象....................................................................17
第五節 消費者的多重角色....................................................22
第三章 研究設計與方法........................................................25
第一節 研究假設與研究架構................................................25
第二節 研究變數定義與衡量................................................27
第三節 實驗設計....................................................................30
第四章 研究分析與結果........................................................39
第一節 樣本描述....................................................................39
第二節 信度分析....................................................................42
第三節 實驗一：服飾商品照類型對消費者意願的影響之主效果分析.................................................................................42
第四節 實驗一：知覺品質之中介效果分析........................45
第五節 實驗一：品牌形象之干擾效果分析........................47
第六節 實驗一：總結............................................................49
第七節 實驗二：消費者角色之干擾效果分析....................51
第八節 本研究提出之假設檢定結果....................................60
第五章 結論與建議................................................................61
第一節 研究結論....................................................................61
第二節 研究貢獻....................................................................63
第三節 研究限制....................................................................64
第四節 未來研究建議............................................................65
參考文獻.................................................................................67
附錄一 前測問卷ㄧ................................................................73
附錄二 前測問卷二................................................................77
附錄三 正式問卷....................................................................82

ㄧ、中文文獻
（一）期刊/ 碩士班論文

林含諭（2011）。消費者網路購買經驗品之研究—以服裝為例。國立政治大學國際經營與貿易研究所，台北市。

侯承志（2015）。以眼動儀探討商品圖片之情境對於電子商務系統網站視覺吸引力和使用者購買意願之影響。國立中山大學資訊管理學系碩士班學位論
文，高雄市。

陳家瑜（2019）。服飾搭配社群圖像訊息呈現對資訊串聯影響之研究。國立師範大學圖文傳播學系碩士班學位論文，台北市。

郭明宜（2011）。衝動特質、促銷方式、從眾行為對衝動性購買童裝之影響—以台灣中、南部為例。台南應用科技大學生活服務產業系生活應用科學碩士班學位論文，台南市。

楊俊銘（2020）。天下父母心：養育動機對消費者從眾傾向的影響。管理學報，37(1)，1-34。

劉家瑋（2013）。男女代言人之外表吸引力、性幽默類型廣告與受測者性別對廣告效果之影響─以男性產品為例（未出版論文之碩士論文）。天主教輔仁大學企業管理學系碩士班，新北市。

蔡瑤昇、耿慶瑞、江沛昀、劉晏如（2013）。服飾搭配圖片類型、網路口碑數量對消費者購買意願影響之研究。2013第16屆科技整合管理研討會，1-15。

蔡佳靜（2006）。廣告模特兒外表吸引力的迷思?—不同男性產品之探討。廣告學研究，107-129。

（二）書籍
山田理英（原作者）李永清（譯）（2000）。如何製作有效的平面廣告。台北市：滾石文化。

王毅（2020）。消費者行為（含概要）。台南市：志光。

石靈慧（2008）。品牌魔咒：打造奢華品牌的Branding工程。台北市：信實文化。

洪賢智（2001）。廣告原理與實務。台北市：五南書局。

陳烜之（2007）。認知心理學。台北市：五南書局。

曾光華（2016）。消費者行為。新北市：前程文化。

菲利普·科特勒（Philip Kotler）（2017）。行銷4.0。台北市：天下雜誌。

蕭文龍（2009）。多變量分析最佳入門實用書(第二版)：SPSS+LISREL(附光碟)。高雄市：碁峰。

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Ditcher, E. (1985). What's in an Image, Journal of Consumer Marketing, 2(1), 75-81.

DeVellis, R. F. (1991). Scale development: Theory and applications, Applied Social Research Methods Series, 26.

Dodds, W. B., K. B. Monroe & D. Grewal (1991). The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations, Journal of Marketing Research, 28(3), 307-319.

Eonyou Shin & Fatma Baytar (2014). Apparel Fit and Size Concerns and Intentions to Use Virtual Try-On: Impacts of Body Satisfaction and Images of Models' Bodies, Clothing and Textiles Research Journal, 32(1), 20-33.

Hellier, Phillip K., Geursen, Gus M., Carr, Rodney A. and Rickard, John A. (2003). Customer repurchase intention: a general structural equation model, European journal of marketing, 37(11), 1762-1800.

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Joseph, W. B. (1982). The Credibility of Physically Attractive Communicators: A Review, Journal of Advertising, 11(3), 15-24.

Jungmin Yoo Minjeong Kim, (2012), Online product presentation: the effect of product coordination and a model's face, Journal of Research in Interactive Marketing, 6(1), 59-72.

Kim, J., & Forsythe, S. ( 2008 ). Adaption of virtual try-on technology for online apparel shopping, Journal of Interactive Marketing, 22(2), 45-59.

Kim, H. J. and Sharron J. L. (2010). E-atmosphere, Journal of Fashion Marketing and Management, 14(3), 412-428.

Kotler, P., Wrenn, B., and Saliba, S. (1988). Marketing Management: Analysis, Planning, and Control: Bruce Wrenn, 1st, Upper Saddle River, NJ: Prentice-Hall.

Lam, S.K., Ahearne, M., Hu, Y. & Schillewaert, N (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective, Journal of Marketing, 74(6), 128-146.

Li, Y. J., Haws, K. L., & Griskevicius, V. (2019). Parenting motivation and consumer decision-making. Journal of Consumer Research, 45(5), 1117-1137.

Lennon, S. J., & Rudd, N. A. (1994). Linkages between attitudes toward gender roles, body satisfaction, self-esteem, and appearance-management behaviors in women. Family and Consumer Sciences Research Journal, 23(2), 94-117.

Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391-405.

Oliver, R. L. (1999). When Consumer Loyalty, Journal of Marketing, 63, Special Issue, 33-44.

Petroshius, S. M., & Crocker, K. E. (1989). An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations, Journal of the Academy of Marketing Science, 17(3), 217–225.

Rui (Juliet) Zhu and Joan Meyers Levy (2009). The Influence of Self-View on Context Effects: How Dosplay Fixtures Can Affect Product Evaluations, Journal of Marketing Research, 46(1), 37-45.

Ruth C. King, Richard A.M. Schilhavy, Charles Chowa & Wynne W. Chin (2016). Do Customers Identify with Our Website? The Effects of Website Identification on Repeat Purchase Intention, International Journal of Electronic Commerce, 20(3), 319-354.

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Schiffman, W. L., & Kanuk, L, L. (2001). Consumer behavior (7ed.). New Jersey: PrenticeHall.

Terry L. Childers; Michael J. Houston. (1984). Conditions for a Picture-Superiority Effect on Consumer Memory. The Journal of Consumer Research, 11(2), 643-654.

Wu Ruijuan, Ou Xiaoqian, Li Yan (2018). Is smiling model better?-The study based on apparel e-retailers. Journal of Marketing Science, 14(2), 65-83.

Wong, W.K., Zeng X. H., and Au W. M. R. (2009). A decision support tool for apparel coordination through integrating the knowledge-based attribute evaluation expert system and the T-S fuzzy neutral network, Expert System with Applications, 36(2), 2377-2390.

Zeithaml, V.A. (1988). Consumer Perception of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, European Journal of Marketing, 52(3), 2-22.

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https://digitalpr.tw/%E5%93%81%E7%89%8C%E5%BD%A2%E8%B1%A1/

回顧 iPhone 每年設計都被罵醜爆了！最後還不是默默掏錢出來買？，瘋先生 APPLE新聞，2019。取自：
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