CAJ | 학술논문

时尚已经渗透到消费的各个方面，但当前有关时尚价值的研究还处于起步阶段。基于扎根理论、手段-目的链理论和问卷调查对时尚的体验维度、消费者追逐时尚的根本动机、消费者时尚体验对消费价值的影响等进行深入研究发现，时尚是一个多维度的基础概念，它的体验维度包括：认知体验---新奇、感官体验---美观、情绪体验---唤起、行为体验---前卫；消费者追逐时尚的最终目的是为了获得自信，其中包括对自我不足的补偿以及对完美和卓越的追求；前卫是时尚最为重要的维度，而美观对时尚的“酷”价值影响并不显著，表明消费者为追求时尚甚至可以舍弃美；时尚的工具性价值对终极价值---自信均具有正向影响作用，其中“酷”价值、形象价值对自信的影响较大，而愉悦价值、社会价值的影响相对较小。
시상이경삼투도소비적각개방면，단당전유관시상개치적연구환처우기보계단。기우찰근이론、수단-목적련이론화문권조사대시상적체험유도、소비자추축시상적근본동궤、소비자시상체험대소비개치적영향등진행심입연구발현，시상시일개다유도적기출개념，타적체험유도포괄：인지체험---신기、감관체험---미관、정서체험---환기、행위체험---전위；소비자추축시상적최종목적시위료획득자신，기중포괄대자아불족적보상이급대완미화탁월적추구；전위시시상최위중요적유도，이미관대시상적“혹”개치영향병불현저，표명소비자위추구시상심지가이사기미；시상적공구성개치대종겁개치---자신균구유정향영향작용，기중“혹”개치、형상개치대자신적영향교대，이유열개치、사회개치적영향상대교소。
Fashion has penetrated into every asp e ct of consumption. But through the literature review, researches on fashion value is still in the primary stage. Through the grounded theory, means-end chain theory and questionnaire survey,the author carries out a study on the experience dimension of fashion, consumers’ fundamental motivation of being related to fashion and the impact of consumers’ fashion experiences on consumption value. It is found that fashion is a multi-dimensional basis concept; the ultimate purpose for the consumers to pursue fashion is to obtain self-confidence, including the compensation for their own deficient and pursuing being perfect and excellent; avant-garde is the important dimension of fashion, beauty has not obvious impact on the“cool”value of fashion, which demonstrated that consumers can give up beauty for pursuing fashion; the instrumental value of fashion has positive effect on the ultimate value --- self-confidence;“cool”value and image value has the most impact on self-confidence, while pleasure value and social value has the least impact.