存在於時下青年人的次文化中，表現出不同的服裝消費價值觀。本文的目的是以實證性的角度去探討，現代青年消費者的價值取向與其個人因素的相關情形。研究結果得到：一、服裝消費價值觀的現況：大部分受試者傾向「理性消費」的層面。二、兩性在價值觀上有顯著的差異：男性比較傾向「名牌取向」、「儉約取向」、「享樂取向」；女性比較傾向「他人取向」、「自我取向」。三、服飾消費金額與興趣程度對「名牌取向」、「自我取向」的價值觀呈一致的正相關；兩者與「儉約取向」的價值觀呈一致的負相關。四、零用錢額度低（10,000元以下）的受試者之「享樂取向」較低，「價格取向」較高。五、每月花費總額10,000元以上者其「價格取向」較低，對「品質取向」的價值觀分數較高。
There are different clothing consumption values in the subculture of young people nowadays. The purpose of this article is to investigate their consumption value approaches and the corrections with their demographics empirically. Some conclusions are 1. The state of clothing consumption values is that most of the responses prefer rational consumption approach. 2. Gender difference affects consumption values: The male students side with brand-belief, frugality, and hedonism; the female students side with conformity, and ego. 3. There are positive correlations between clothing consume amounts with the degree of interest in clothing and brand-belief, ego approaches; conversely, negatively correlated with frugality. 4. Students with fewer petty cash (less than NT 10,000) has lower hedonism and higher price sensitivity. 5. Students with more petty cash (more than NT 10,000) has lower price sensitivity and higher quality safety factor scores.
