本研究主要以質性紮根理論研究法，透過訪談的方式分析品牌商標意涵與消費行為關係。從研究結果顯示出，消費者在選購印有品牌商標之T 恤有多重因素影響其購買，且在決策過程各階段中皆有不同直接或間接因素影響其決策。另外，在消費動機下對於印有品牌商標T恤對消費者擁有不同層面之意涵，也呈現多元化現象。此研究結果不但可提供設計教學及業界實務做參考，且對於文化藝術、品牌商標設計可提供更深層面的考量資料。
Ground theory was the basis for qualitative analysis in this study. Face-to-face personal interviews were conducted to gain the inside relationship between the concept of the brand trademark in clothing and the consumer behavior. The results revealed that there were variable factors affecting the consumer's decision making for purchase the brand trademark in clothing. Beside this, each stage of the process of decision making was influenced by various direct and indirect factors. Moreover, the motivation of consumption also presented in under different situations. The findings showed that the brand trademark in clothing presents different meanings for the consumers. Therefore, the results of this study not only could provided valuable information for teaching courses in majored fashion merchandising and for the clothing industry, but also promoted the deeper consideration for band trademark designs, culture, and art.
