本文主旨在探究中介變項「流行焦慮」(fashion anxiety)在自變項「外表取向」(appearance orientation)對依變項「炫耀性消費」(conspicuous consumption)之影響中，具有中介效果。
由於現今社會環境及生活水準的提升，消費者因需求而導致消費之心理層面的改變是本研究所要探討的。本研究認為外表取向可能是影響炫耀性消費的主因，但或許炫耀性消費是流行焦慮所導致。過去的研究支持外表取向影響炫耀性消費，但研究也支持流行焦慮，且流行焦慮對炫耀性消費也有影響。因此，流行焦慮可能具有在外表取向對炫耀性消費關係間之中介效果，本研究將此三變數置入同一模式，探討其中關係及意涵。
透過蒐集整理文獻和問卷發放方式，採用Likert五點量表衡量之，並採便利抽樣的方式，以臺北市各年齡層的人作為發卷對象並進行施測，實際發放450份問卷，回收且有效問卷346份，並運用SPSS統計軟體作為分析資料的工具，探究其中介效果。
研究結果指出本研究假設之三變項，外表取向、流行焦慮與炫耀性消費之間有顯著的正向關係，且流行焦慮在外表取向對炫耀性消費之影響關係中，確具有中介效果。研究結果將可做為學術研究用途之參考。
關鍵字：外表取向(appearance orientation)、流行焦慮(fashion anx-iety)、炫耀性消費(conspicuous consumption)
This paper is aim to discover the fashion anxiety (intervening variable) shows the effect of mediating results between appearance orientation (independent variable) and conspicuous consumption (dependent variable).
Due to the change of social environment and enhancement of the living standard, commodities no longer satisfy the consumers. Hence, this paper mainly discusses the change of consumer perception. In addition, the appearance orientation might be the main cause of changing conspicuous consumption. Besides that, the conspicuous con-sumption may also be affect. Based on the past studies, both of the appearance orienta-tion and fashion anxiety affects the conspicuous consumption. Therefore, fashion anxi-ety may have a mediating effect between conspicuous consumption and appearance orientation. This research discusses the relationship and meanings between fashion anx-iety, appearance orientation and conspicuous consumption.
The data collection is progressed through the literature and questionnaires with five-point Likert scale and convenience sample. The questionnaire is separated mainly in Taipei City with no restrictions in the age of tester. The number of delivered ques-tionnaires is 450 with 346 valid questionnaires in return. The data analysis is progressed through SPSS and explored the intermediary effect .The study concluded that there is a significant positive relationship among appearance orientation, fashion anxiety and conspicuous consumption.
Fashion anxiety affects the relationship between the appearance orientation and conspicuous consumption, as well as shows effect of mediating results. The results of this research can be used as the reference of the academic and another research.
Keywords: appearance orientation, fashion anxiety, conspicuous consumption
