購買意願是指消費者在選擇產品上有主觀的傾向。但過往對購買意願之影響因素的研究多是以企業立場為出發點，忽略品牌顧客在社群的觀點與想法，因此本研究想進一步探討社群影響力與購買意願的關係。此外，各產業試圖將不同品牌的特徵融入企業的產品中，聯名品牌變得更加頻繁，而成功的因素之一是消費者對於聯名品牌配適度，配適度是影響消費者對品牌與產品評估的因素，同時聯名不同品牌合作能增加知名度，而品牌知名度屬於品牌權益中之一的因素，則品牌權益是一種結合品牌的資產，或許會增加或減少產品帶給企業與消費者的價值，因此本研究認為品牌配適度與品牌權益是社群影響力與購買意願之中介變數。
本研究透過問卷調查法，在網路發放問卷，針對 GAP 與 MJ Fresh Gang 消費行為進行調查，共收集365位消費者作為研究樣本。實證結果，在社群影響力對消費者之購買意願的影響下，發現社群影響力是會透過品牌配適度正向影響消費者之購買意願和社群影響力是會透過品牌權益正向影響消費者之購買意願。同時此研究結果能提供服飾業行銷人員重要之理論意涵及管理意涵。
Purchasing intention refers to consumers' predictive behavior and subjective ten-dency in product selection. However, previous studies on the influence factors of pur-chase intention are mostly based on the corporate standpoint, ignoring the views and ideas of brand customers in the community. Therefore, this study wants to further ex-plore the relationship between community influence and purchase intention. In addition, as various industries try to incorporate the characteristics of different brands into the products of enterprises, co-branding has become more frequent. One of the factors for the success of co-branding is the appropriateness of consumers to the co-branded brand. The appropriateness of matching affects consumers’ perception of the brand. Cooper-ating with product evaluation factors and co-branding different brands at the same time can increase the visibility of the product, and brand awareness is one of the fac-tors of brand equity, then brand equity is considered as a combination of brand assets, which may increase or decrease the product brought to the company Therefore, this study believes that the appropriateness of the brand and brand equity are the interme-diary variables of community influence and purchase intention.
This research uses questionnaire survey method to distribute questionnaires on the Internet to investigate the consumption behavior of GAP and MJ Fresh Gang. A total of 365 consumers are collected as research samples. The empirical results show that under the influence of social influence on consumers’ purchase intention, it is found that social influence will positively influence consumers’ buying intention through brand matching and social influence will positively influence consumers’ buying inten-tion through brand equity. Consumer's purchase intention. At the same time, the results of this research can provide important theoretical and management implications for marketers in the apparel industry.
