本研究旨在探討品牌數位化強度與消費者綠色意識對品牌權益的影響，並比較精品牌與快時尚品牌在這些方面的差異。同時，本研究引入品牌熟悉度（高 vs. 低）作為調節變數，深入分析數位化與永續發展對不同消費群體品牌認知的影響。透過量化研究方法，本研究收集了548份來自美國Instagram用戶的數據，這些用戶均熟悉奢侈品或快時尚品牌。研究結果顯示，品牌數位化強度對品牌權益有正向影響，但該影響因產業類別及品牌熟悉度的不同而存在顯著差異。精品品牌因注重獨特性與工藝，需在高數位化強度下努力維持這些核心特性，尤其對於不熟悉的精品品牌而言，挑戰更為明顯。相比之下，快時尚品牌則憑藉其便捷性和快速響應潮流的能力，在高度數位化環境中成功增強品牌權益。

此外，消費者的綠色意識作為一個關鍵調節變數，進一步強化了數位化強度與品牌權益之間的正向關聯，尤其對於展現真實永續努力的品牌更為顯著。熟悉的品牌能更有效放大數位化與永續性帶來的影響，而對不熟悉的品牌而言，缺乏熟悉度則限制了建立信任和公信力的能力。本研究的結果對品牌行銷策略、數位化轉型及永續性研究具有重要的理論與實務價值。在理論層面，本研究將品牌熟悉度與消費者綠色意識納入數位化與品牌權益的研究框架，彌補了過去研究的空白。在實務層面，本研究為精品品牌與快時尚品牌應對消費者永續性期待、制定數位化策略提供了具體建議。透過理解數位化、品牌熟悉度及綠色意識之間的交互作用，品牌可以在競爭激烈且重視環保的市場中，實現更具策略性的市場定位。

This thesis examines the impact of brand digitalization intensity and consumer green consciousness on brand equity, concentrating on evaluations that compare fast fashion and luxury brands. The study incorporates brand familiarity (high vs. low) as a moderating variable, providing a nuanced understanding of how digitalization and sustainability influence brand perception across diverse consumer groups. Using a quantitative approach, data were collected from 548 U.S.-based Instagram users familiar with both luxury and fast fashion brands. This result indicate that brand digitalization intensity positively impacts brand equity; however, the extent of this effect varies significantly across industries and familiarity levels. Luxury brands, rooted in exclusivity and craftsmanship, face challenges in maintaining these attributes under high digitalization intensity, with less familiar luxury brands experiencing greater difficulty. In contrast, fast fashion brands thrive in high-intensity digital environments, leveraging their accessibility and trend responsiveness to bolster brand equity.
Consumer green consciousness emerges as a critical moderator, enhancing the positive relationship between digitalization intensity and brand equity, particularly for brands demonstrating authentic sustainability efforts. Familiar brands are shown to amplify the effects of digitalization and sustainability, while less familiar brands struggle to establish trust and credibility in the absence of strong familiarity. These findings provide significant theoretical and practical contributions to branding, digital marketing, and sustainability research. Theoretical contributions include the integration of brand familiarity and green consciousness into the digitalization-equity framework, addressing gaps in prior literature. Practically, this research offers actionable strategies for luxury brands and fast fashion brands to navigate the complexities of digital transformation while aligning with evolving consumer expectations of sustainability. By understanding the interplay between digitalization, familiarity, and green consciousness, brands can strategically position themselves in a competitive, eco-conscious market.

Thesis Validation Letter i
中文摘要 ii
Abstract iii
Table of Contents v
Table of Figures vii
Table of Tables viii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Objectives 4
1.3 Research Procedure 6
Chapter 2 Literature Review 7
2.1 Brand Digitalization Intensity 7
2.2 Luxury Brand and Fast Fashion Brand 11
2.3 Brand Familiarity 17
2.4 Consumer Green Consciousness 20
2.5 Brand Equity 23
2.6 Analysis of Brand Digitalization Strength: A Case Study of Pandora's Digitalization Strategy 28
2.7 Hypothesis Derivation 35
Chapter 3 Research Methodology 45
3.1 Research Framework 45
3.2 Research Sample 47
3.2.1 Source of Data and Samples 47
3.2.2 Pilot Test 48
3.3 Measurement of Variable and Operational Definitions 52
3.3.1 Brand Digitalization Intensity 53
3.3.2 Brand Familiarity 54
3.3.3 Consumer Green Consciousness 55
3.3.4 Brand Equity 56
3.4 Data Collection Procedure 54
3.5 Analytical Approach 63
Chapter 4 Results of Data Analysis 64
4.1 Construct measurement model 64
4.2 Common Method Bias 69
4.3 Structural Model 69
4.4 Robustness Check 77
Chapter 5 Conclusion and Discussion 78
5.1 Discussion 78
5.2 Theoretical Contribution 81
5.3 Practical Contribution 83
5.4 Limitation of the Study 87
5.5 Recommendation for Future Study 89
References 92
Appendix 1 98
Appendix 2 104

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