女性在台灣鞋品的消費市場中扮演舉足輕重的角色，根據調查近年國內鞋品市場也以女鞋居多。英國研究調查也顯示，鞋子是女性最無法抗拒購買物品之一，因此本研究將探討女性消費者對流行女鞋的態度對購買流行女鞋的行為意圖之因果影響，以及女性消費者之享樂價值與流行意識對消費者購買女鞋的態度和其購買行為意圖之中介影響預測。希望藉由各個變數之間的探討，能夠了解女性消費者購買流行女鞋的行為，進而提供相關業者及零售商店在擬定行銷策略時之參考。本研究以居住在高雄市且18歲以上女性消費者為研究對象，問卷採取立意抽樣發放地點為高雄市漢神巨蛋購物廣場、義大世界購物中心、新光三越百貨與夢時代購物中心，共發出450份問卷，有效問卷為422份。研究結果發現1.女性消費者購買流行女鞋的態度對行為意圖具有正向顯著影響。2. 享樂價值對女性消費者購買流行女鞋的態度與行為意圖間的關係具有中介影響效果。3. 流行意識對女性消費者購買流行女鞋的態度與行為意圖間具有中介影響效果。

Women in Taiwan's consumer goods market play a pivotal role. According to the survey in recent years, women's shoes consumption is the majority of domestic shoes market. British research survey also shows that the shoes are one of the most unresisting merchandise when women shopping. Therefore, the objective of this study is to examine the impact of female consumers' attitude toward fashion on their purchase intention. In addition, this study will explore how female consumers' hedonic value and fashion consciousness mediating the relationships between consumer attitudes toward fashion shoes and purchase intention of the shoes. This study was conducted in Kaohsiung City and the female consumers aged over 18 years. Total 450 questionnaires were conveniently distributed and 422 were return valid. Mall interceptive method was used to collect the data outside four department stores which are Hanshin Arena, E-da Outlet Mall, Shin Kong Mitsukoshi Department Store and Dream Mall in Kaohsiung City. The results find that: 1. Females attitudes toward fashion shoes have a positive effect on their purchase intention of fashion shoes. (2) The hedonic value has an intermediary effect on the relationship between females' attitudes and behavioral intentions of fashion shoes. (3) The fashion consciousness has an intermediary effect on the relationship between females' attitudes and behavioral intentions of fashion shoes.