機能性保暖衣在市場上熱銷，各大品牌皆以高品質、機能性及平價時尚來吸引消費者，多數企業盼藉由產品創新、廣告促銷、多元的通路及低價超值來刺激消費者的購買意願。本研究的目的在於探討行銷組合、顧客價值對機能性保暖衣購買意圖的影響。研究對象以北部地區大學生進行問卷調查，回收之有效問卷為263份。本研究結論如下：行銷組合的產品、促銷兩變項對機能性保暖衣的購買意圖沒有顯著的影響；價格、通路兩變項對機能性保暖衣的購買意圖具有顯著正向影響；顧客價值變項對機能性保暖衣的購買意圖具有顯著正向影響。本文對於了解年輕消費者的消費決策及機能性紡織品業者在制定行銷策略，期能具有參考價值。

Functional warm clothing is selling in the market. Major brands have to high-quality, functional, and vogue to attract consumers. Most enterprises seek to product innovation and easy access and customer value and advertising strategies to enhance the consumer's intent to buy. In this study, it determinate marketing mix, customer value to impact on consumers to buy functional warm clothing. The objects ware selected college students of Northern Taiwan conducted a questionnaire survey. 263 valid samples were received. The results of this study showed that product and promotion variables of marketing mix have not positive and significant influence on purchasing intent of functional warm clothing, price and place variables of marketing mix have positive and significant influence on purchasing intent of functional warm clothing. In addition, customer value variables have positive and significant influence on purchasing intent of functional warm clothing. The results of this study for functional textile firms have reference value and contribution to develop marketing strategies and understanding the young consumer decisions.