近十年來，臺灣雜誌市場起了很大的變化，從以往大眾雜誌轉為分眾雜誌市場。而本研究所探討之流行時尚類雜誌中，一直以來則多以女性雜誌為主流。但根據中華民國出版年鑑中AC尼爾森所做調查顯示，男性時尚雜誌之出版及使用皆有提升之趨勢。因此，本研究即是要再這樣一個分眾化同質性高之競爭市場中，藉由品牌形象之建構，達到銷售目標以及品牌特色之強化，讓品牌長存。並針對品牌形象、生活型態、及人口統計變項對消費者購買行為之影響力作討論。利用因素分析、卡方檢定、多元迴歸分析、以及鑑別分析來探討各個變項間之關聯性。研究結果發現，品牌形象、生活型態、及人口統計變項對消費者購買行為皆有影響，但並非所有構面皆具顯著影響力。由此可知，當男性時尚雜誌在建構品牌形象之時，應著重在具顯著影響力之構面，才能準確達成銷售目的，而不會造成多餘的資源浪費。

The recent decade, Taiwan magazine market has a revolution; it changed from mass media to Segmentation. Constantly, women's magazine is the mainstream in fasion magazine market. But according to AC Nielsen's report, publishing and using of men's fashion magazine are increasing. Therefore, the study has to achieve the marketing target and let the brand live forever by development of brand image. And focus on brand image, life style, and demographic variables affecting consumer purchase behavior. Investigate the connection between each variable by using factor analysis, chi square test, multiple regression, and discriminant analysis. The study determines that brand image, life style, and demographic variables indeed affect consumer purchase behavior, but not all of the calculations are conspicuous. Therefore, when men's fashion magazine developing brand image, it should focus on the conspicuous calculations for fear of wasting resources and it can also achieve the marketing target.