台灣零售市場日新月異，掌握消費者的心理與個性成為行銷與管理上重要課題。本研究主要探討暢貨中心消費者之外表取向、流行涉入與購買動機之關係及流行涉入所可能扮演的中介角色。
本研究以外表取向為自變項、購買動機為依變項、流行涉入為中介變項，探討其間關係，以釐清變項間關係，提供本領域理論意涵，及發掘在工作實務上有待改善或促進之處。
本研究採隨機抽樣發放問卷方式，共發出350份問卷，回收並有效263份，占發放問卷之75.1%。
實證結果顯示：1.外表取向對購買動機有極顯著的影響；2.外表取向對流行涉入有極顯著的影響；3.流行涉入對購買動機有顯著影響；4.流行涉入在外表取向對購買動機影響關係中，具有中介效果。
本研究並於文中討論研究的發現及探討、研究結果在理論上及實務上意涵、研究限制及對未來研究建議。
Taiwan's retail market is changing, grasp of consumer psychology and personality to become an important topic of marketing and management. This study investigated Outlets consumers appearance orientation, popular involvement and buying motives and popular involvement in the relationship may play an intermediary role.
In this study, appearance orientation as independent variables, purchase motivation as the dependent variable, popular involvement as an intermediary variable to explore the relationship meantime, in order to clarify the relationship between variables, providing theoretical implications of this field, and to explore the practical work to be improve or promote the Department.
This study used questionnaires distributed randomly issued a total of 350 questionnaires, and effectively 263, accounting for 75.1% of the questionnaires.
The empirical results show: 1. Appearance orientation on the purchase of motivation have a very significant impact; 2. Appearance orientation for popular involvement have a very significant impact; 3. Popular involvement has a significant impact on the buying motives; 4. Popular involvement in the appearance of Orientation on buying motives affect relations with mediating effect.
This paper discusses research and in the study's findings and discuss the findings in theory and practice implications, limitations and suggestions for future research.
