摘要
「快時尚」是當前年輕族群所青睞的時尚產業，快時尚產業透過模仿時裝秀推出的產品或是精品設計，在短時間內快速生產並不斷推陳出新，快速掌握時尚趨勢，來滿足消費者追求時尚的權利並將時尚從階級中解放。這種「快速」、「爆紅」，短時更迭的流行意識正是快時尚產業發展的重大機會。除此之外，現代的年輕族群是IG、Twitter等社群媒體平台或網路的高頻率使用者，因此本研究將以年輕群作為出發，研究進行的目的將歸納為以下面向：
分析快時尚產業的發展內涵以及整體行銷概況
透過AIDA模型了解如何引發年輕族群的注意力、興趣及慾望
分析快時尚電商下，有效提高年輕族群的購買行動的行銷策略
本文首先透過文獻回顧，來架構快時尚的產業起源、現況與特色，進而在透過回顧前人的研究，來擬定整體快時尚產業的行銷概況。最後則透過訪談資料以AIDA的架構為基礎，進行整理與歸納，並發展出可行的行銷策略。
此研究發現，整體來說，快時尚產業通常具有三個特徵，分別是快速生產、產品多元且推陳出新、產品平價但通常品質較低。而透過訪談資料的分析發現，可透過社群媒體經營以及與KOC或奈米網紅合作來吸引產品對於消費者的注意力。此外，透過設計活動折扣、免運服務，或者進行校園大使選拔協助推廣產品、揪團組合團購優惠活動、買家評論回饋機制、消費者產品分享文回饋等皆有助於引導出消費者對於產品的興趣。在激發慾望層面，可透過「快速送達」標籤以及詳細的退換貨服務說明，來讓消費者激發購買動機，最後則透過飢餓行銷的手法可有效引導消費者進行衝動消費來達到行動效果。

Abstract
"Fast fashion" is popular among young generation. It rapidly produces and continuously updates products or designs, imitating fashion shows to quickly grasp fashion trends and satisfy consumers' pursuit of fashion rights while liberating fashion from classes. The fast and constantly changing popular consciousness is a significant opportunity for the development of the fast fashion industry. In addition, modern young people are frequent users of social media platforms such as Instagram, Twitter, etc. Therefore, this study will focus on young people to analyze the following aspects:
1.Analyze the development content and overall marketing situation of the fast fashion industry.
2.Use the AIDA model to understand how to attract the attention, interest, and desire of young people.
3.Analyze the marketing strategies to effectively increase the purchasing behavior of young people in fast fashion e-commerce.
This paper first constructs the origin, current situation, and characteristics of the fast fashion industry through a literature review, and then formulates the overall marketing situation of the fast fashion industry through a review of previous studies. Finally, based on interview data and the AIDA framework, this study summarizes and develops feasible marketing strategies.
This study found that the fast fashion industry generally has three characteristics: fast production, diversified products, and affordable prices but usually lower quality. It was found that attention to products can be attracted through social media and cooperation with KOC or nano influencers. In addition, design activities with discounts, free shipping services, or campus ambassador selection can assist in promoting products, group purchase discounts, buyer feedback mechanisms, and consumer product sharing feedback to guide consumers' interest in the products. On the level of stimulating desire, the "fast delivery" label and detailed explanations of return and exchange services can stimulate consumers' purchasing motivation. Finally, using the hunger marketing can effectively guide consumers to make impulse purchases to achieve the action effect.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 4
第四節 研究流程說明 5
第五節 研究範圍及研究限制 6
第二章 文獻探討 7
第一節 快時尚 7
第二節 AIDA 11
第三節 4P 13
第四節 4C 15
第三章 研究方法與架構 17
第一節 研究方法 17
第二節 研究架構 18
第三節 研究資料與出處說明 19
第四章 快時尚產業分析 22
第ㄧ節 快時尚的4P 22
第二節 快時尚的4C 24
第五章 訪談資料分析 27
第一節 樣本資料說明 27
第二節 AIDA分析 28
第三節 小結 32
第六章 結論與建議 34
第一節 結論 34
第二節 建議 38
參考文獻 39
附錄一 43

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