Fast Fashion Consumption

This study uses a meta-analytic approach to investigate the psychological and behavioral factors that motivate fast fashion consumption. It combines the Theory of Planned Behavior (TPB) with key concepts related to branding. Drawing on a wide range of empirical evidence, the study investigates how perceived scarcity, perceived quality, and self-congruity with fashion brands shape consumer attitudes, subjective norms, perceived behavioral control, consumption intentions, loyalty, and word-of-mouth behaviors.The findings highlight brand attitude as a major determinant of purchase intention, while self-congruity with fashion brands emerges as a critical antecedent that significantly enhances all TPB components. The results emphasize the importance of brand alignment with consumer self-identity in influencing both intention and actual behavior.This research enriches the TPB framework by embedding brand-related symbolic and perceptual dimensions, thereby offering a more comprehensive explanatory model. The study also discusses the theoretical and practical consequences of its findings, stressing the roles of perceived value and self-congruity in building effective branding strategies. The insights generated offer guidance for firms in shaping strategies that strengthen consumer–brand relationships in the fast fashion context.From a practical standpoint, the study suggests that to effectively market fast fashion, campaigns should emphasize scarcity and alignment with the consumer's self-image to build a stronger emotional and symbolic attachment. Retailers may benefit from limited-time or limited-quantity strategies that create urgency and exclusivity, thereby increasing consumer motivation. Additionally, ensuring that brand messaging aligns with consumers’ self-identity can enhance perceived behavioral control and brand loyalty.

本研究采用元分析方法（meta-analytic approach），探究驱动快时尚消费的心理与行为因素。研究将计划行为理论（Theory of Planned Behavior, TPB）与品牌相关核心概念相结合，依托大量实证研究证据，分析感知稀缺性（perceived scarcity）、感知质量（perceived quality）以及与时尚品牌的自我一致性（self-congruity）如何影响消费者态度、主观规范（subjective norms）、感知行为控制（perceived behavioral control）、消费意向、品牌忠诚度与口碑行为。研究结果显示，品牌态度是购买意向的核心决定因素；而与时尚品牌的自我一致性作为关键前置变量，可显著强化计划行为理论的所有构面。研究同时强调，品牌与消费者自我身份的契合度，对消费意向与实际消费行为均具有重要影响。本研究通过纳入与品牌相关的符号与感知维度，丰富了计划行为理论框架，进而构建出更具解释力的综合模型。研究还探讨了所得发现的理论与实践价值，着重强调感知价值与自我一致性在构建高效品牌战略中的作用。本研究所得结论可为企业制定强化快时尚场景下消费者与品牌联结的策略提供指导。从实践视角出发，本研究提出，若要有效开展快时尚营销，品牌宣传活动应突出稀缺性理念，并契合消费者自我形象，以此建立更牢固的情感与符号联结。零售商可通过推出限时或限量策略营造紧迫感与专属感，进而提升消费者购买动机。此外，确保品牌传播内容契合消费者自我身份，可强化其感知行为控制与品牌忠诚度。