Abstract

In Taiwan, the total annual sale of shoes is NT$ 60 billion in which female shoes accounted for about NT$36 billion. The purpose of this research is to examine female consumers’ purchase intentions of fashion shoes by applying the Theory of Planned Behavior model. Additionally, this research incorporated hedonic shopping value as an independent variable to TPB model and examined the mediation role of fashion consciousness between dependent variables and independent variable. A total of 450 questionnaires were distributed outside department stores using Mall-intercept method in Southern cites, Taiwan. The results indicated attitude, subjective norm, behavior control, and hedonic value have positive effects on fashion consciousness and purchase intention of fashion shoes. In addition, fashion consciousness has partial mediation effects between the relationships of attitude, subjective norm, and behavior control and purchase intention of fashion shoes. Full mediation effect is found between the relationship of hedonic value and purchase intent of fashion shoes.

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