然而並非所有重視美感體驗的消費者對於流行的看法和態度一致，因此可因為流行意識的不同造成購買行為的差異產生。本研究採取問卷調查模式，並且蒐集了431份樣本，有效樣本數為397份，整體有效問卷達92.11%，經過SPSS程式分析之後發現：美感體驗對於購買意願具有正向影響關係；流行意識對於美感體驗影響購買意願之間具有部分干擾效果，意即消費者的美感體驗越高，越有可能產生購買行為，而流行意識的高低將對兩者之間產生影響效果。
With the rise of national Gross Domestic Product, the mass start to focus on the in-tangible value of product rather than the substantial function that the price and practica-bility are not important, so they are sensitive to product design and fashion. Firms need to consider the design of product to attract the consumers in order to create sales.
The purpose of this study is to find the relations among aesthetic experience, fashion consciousness, and purchase intention. This study collected the data via questionnaire method. The valid sample is 397. The results shows that the aesthetic experience has an significant and positive influence on purchase intention. Fashion consciousness causes a moderating effect on aesthetic experience and purchase intention.
