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題名 快時尚產業的文化挪用問題：案例分析、消費者意識研究與設計師品牌教育指引
Cultural Appropriation in Fast Fashion: Case Study Analysis, Consumer Awareness Research, and Educational Guidelines for Designers and Brands作者 曾珮玲
Tseng, Pei-Ling貢獻者 蔡葵希
Christine Linda Cook
曾珮玲
Tseng, Pei-Ling關鍵詞 文化挪用
快時尚
教育
企業政策
跨文化溝通
Cultural appropriation
Fast fashion
Education
Corporate policy
Intercultural communication日期 2026 上傳時間 2-Feb-2026 14:14:30 (UTC+8) 摘要 文化挪用在時尚產業中已引起相當程度的學術關注，然而相關討論多數聚焦於奢侈品牌，往往忽略快時尚如何透過其生產與營運模式將文化挪用常態化。本研究將快時尚中的文化挪用重新界定為一項結構性問題，而非僅視為消費者倫理層面的議題。 本研究採用混合研究方法，結合案例分析與準實驗式消費者調查。研究以 Urban Outfitters、Zara 與 Victoria’s Secret 為案例，分析其相關爭議事件，以辨識促成文化挪用的重複性結構條件；同時進行消費者問卷實驗，蒐集 306 份有效樣本，檢驗教育性介入是否影響消費者評價、文化挪用認知分數（Cultural Appropriation Scores）及購買意圖，並結合量化資料與開放式回應進行分析。 研究結果顯示，快速設計週期、成本導向策略、有限的文化諮詢以及不足的內部監管，共同促成快時尚品牌對文化元素的挪用。儘管文化挪用相關知識的提升有助於增強消費者對挪用行為的辨識能力，卻未能穩定降低其購買意圖。多數消費者將相關責任歸屬於品牌與產業結構，而非個人選擇。研究結果指出，僅依賴以消費者為中心的倫理框架難以有效解決快時尚中的文化挪用問題。為回應此一挑戰，品牌須建立更完善的監管機制並積極與文化群體互動，政策制定者亦應制定並執行具約束力的規範，以確保文化尊重與責任落實。文化挪用問題已迫在眉睫，品牌與政策制定者必須立即採取具體行動，以消除此一產業現象。
Cultural appropriation in the fashion industry has attracted much scholarly attention. However, most debates focus on luxury brands and often overlook how fast fashion also normalizes appropriation. This study redefines fast-fashion appropriation as a structural issue and explores how consumer ethics may be a solution. This study uses a mixed-methods approach by analyzing Urban Outfitters, Zara, and Victoria’s Secret as cases and conducting a quasi-experimental consumer survey. The case studies identify recurring structural conditions that facilitate cultural appropriation. The survey, which collected responses from 306 participants, examines whether educational interventions influence consumer evaluations, cultural appropriation scores, and purchase intentions, utilizing both quantitative and qualitative data. The findings confirm what literature reports: that rapid design cycles, cost-driven strategies, limited cultural consultation, and inadequate oversight collectively enable fast fashion brands to appropriate culture. Although greater awareness increases consumer recognition of appropriation, it does not consistently reduce purchase intentions. Most consumers attribute responsibility to brands and industry structures without taking responsibility for their own purchases, even when educated on the harm these purchases entail. These results show that consumer-focused ethical frameworks alone are insufficient. To address cultural appropriation in fast fashion, policymakers must establish and enforce comprehensive oversight while companies actively engage with cultural groups to ensure respect and accountability.參考文獻 Alamy. (n.d.). Navajo Indian woman displaying a Navajo rug at the Gallup Inter-Tribal Indian Ceremonial [Photograph]. Alamy. 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Rutgers University Press. 描述 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
112ZM1024資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112ZM1024 資料類型 thesis dc.contributor.advisor 蔡葵希 zh_TW dc.contributor.advisor Christine Linda Cook en_US dc.contributor.author (Authors) 曾珮玲 zh_TW dc.contributor.author (Authors) Tseng, Pei-Ling en_US dc.creator (作者) 曾珮玲 zh_TW dc.creator (作者) Tseng, Pei-Ling en_US dc.date (日期) 2026 en_US dc.date.accessioned 2-Feb-2026 14:14:30 (UTC+8) - dc.date.available 2-Feb-2026 14:14:30 (UTC+8) - dc.date.issued (上傳時間) 2-Feb-2026 14:14:30 (UTC+8) - dc.identifier (Other Identifiers) G0112ZM1024 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161505 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 全球傳播與創新科技碩士學位學程 zh_TW dc.description (描述) 112ZM1024 zh_TW dc.description.abstract (摘要) 文化挪用在時尚產業中已引起相當程度的學術關注，然而相關討論多數聚焦於奢侈品牌，往往忽略快時尚如何透過其生產與營運模式將文化挪用常態化。本研究將快時尚中的文化挪用重新界定為一項結構性問題，而非僅視為消費者倫理層面的議題。 本研究採用混合研究方法，結合案例分析與準實驗式消費者調查。研究以 Urban Outfitters、Zara 與 Victoria’s Secret 為案例，分析其相關爭議事件，以辨識促成文化挪用的重複性結構條件；同時進行消費者問卷實驗，蒐集 306 份有效樣本，檢驗教育性介入是否影響消費者評價、文化挪用認知分數（Cultural Appropriation Scores）及購買意圖，並結合量化資料與開放式回應進行分析。 研究結果顯示，快速設計週期、成本導向策略、有限的文化諮詢以及不足的內部監管，共同促成快時尚品牌對文化元素的挪用。儘管文化挪用相關知識的提升有助於增強消費者對挪用行為的辨識能力，卻未能穩定降低其購買意圖。多數消費者將相關責任歸屬於品牌與產業結構，而非個人選擇。研究結果指出，僅依賴以消費者為中心的倫理框架難以有效解決快時尚中的文化挪用問題。為回應此一挑戰，品牌須建立更完善的監管機制並積極與文化群體互動，政策制定者亦應制定並執行具約束力的規範，以確保文化尊重與責任落實。文化挪用問題已迫在眉睫，品牌與政策制定者必須立即採取具體行動，以消除此一產業現象。 zh_TW dc.description.abstract (摘要) Cultural appropriation in the fashion industry has attracted much scholarly attention. However, most debates focus on luxury brands and often overlook how fast fashion also normalizes appropriation. This study redefines fast-fashion appropriation as a structural issue and explores how consumer ethics may be a solution. This study uses a mixed-methods approach by analyzing Urban Outfitters, Zara, and Victoria’s Secret as cases and conducting a quasi-experimental consumer survey. The case studies identify recurring structural conditions that facilitate cultural appropriation. The survey, which collected responses from 306 participants, examines whether educational interventions influence consumer evaluations, cultural appropriation scores, and purchase intentions, utilizing both quantitative and qualitative data. The findings confirm what literature reports: that rapid design cycles, cost-driven strategies, limited cultural consultation, and inadequate oversight collectively enable fast fashion brands to appropriate culture. Although greater awareness increases consumer recognition of appropriation, it does not consistently reduce purchase intentions. Most consumers attribute responsibility to brands and industry structures without taking responsibility for their own purchases, even when educated on the harm these purchases entail. These results show that consumer-focused ethical frameworks alone are insufficient. To address cultural appropriation in fast fashion, policymakers must establish and enforce comprehensive oversight while companies actively engage with cultural groups to ensure respect and accountability. en_US dc.description.tableofcontents 1 Introduction 1 2 Theoretical Background 3 2.1 Fashion and Fast Fashion 3 2.2 Cultural Appropriation and Its Application to Fashion 5 2.3 Analyzing Cases of Cultural Appropriation in Fast Fashion 8 2.3.1 Urban Outfitters and the Navajo Culture 9 2.3.2 Victoria’s Secret and Native American Culture 10 2.3.3 Zara and Indigenous Mexican Culture 10 2.3.4 Key Variables 12 2.4 Consumer Behavior and Cultural Awareness in Fast Fashion 14 3 Methodology 17 3.1 Participants 17 3.1.1 Sample Demographics 17 3.2 Procedure 18 3.3 Materials 20 3.3.1 Product Stimuli 20 3.3.2 Educational Materials 22 3.3.3 Survey Instrument 22 3.3.4 Platform and Presentation Format 22 3.4 Measures 23 3.4.1 Initial Product Evaluation (Pre-test Measures) 23 3.4.2 Prior Knowledge of Cultural Appropriation 24 3.4.3 Perceptions of Cultural Appropriation (Post-test Measures) 24 3.4.4 Qualitative Analytical Strategy 25 4 Results 26 4.1 Descriptive Statistics and Scale Reliability 26 4.1.1 Product Appeal Scale 26 4.1.2 Cultural Appropriation Score (CAS) 27 4.2 Inferential Analysis: Effects of Educational Intervention 28 4.2.1 Product A 28 4.2.2 Product B 29 4.2.3 Product C 29 4.3 Predictors of Consumer Attitudes and Behavioral Intentions 30 4.3.1 Brand Acceptability 30 4.3.2 Consideration of Cultural Appropriation in Future Purchases (CAS Influence) 31 4.3.3 Purchase Intention 31 4.4 Thematic Analysis Results and Consumer Policy Recommendations 32 4.4.1 Cultural Knowledge and Design Decisions 33 4.4.2 Engagement and Consultation with Source Cultures 33 4.4.3 Credit, Compensation, and Transparency 33 4.4.4 Organizational Responsibility and Internal Oversight 34 5 Discussion 37 5.1 The Limits of Consumer Education in Ethical Fast Fashion Consumption 37 5.1.1 The Education Paradox: Awareness Without Behavioral Change 37 5.1.2 Cognitive Dissonance and the Disconnect Between Attitudes and Actions 38 5.2 Practical Implications and Policy Recommendations 40 5.3 Limitations and Future Directions 43 6 Conclusion 45 References 47 Appendices 64 zh_TW dc.format.extent 1728275 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112ZM1024 en_US dc.subject (關鍵詞) 文化挪用 zh_TW dc.subject (關鍵詞) 快時尚 zh_TW dc.subject (關鍵詞) 教育 zh_TW dc.subject (關鍵詞) 企業政策 zh_TW dc.subject (關鍵詞) 跨文化溝通 zh_TW dc.subject (關鍵詞) Cultural appropriation en_US dc.subject (關鍵詞) Fast fashion en_US dc.subject (關鍵詞) Education en_US dc.subject (關鍵詞) Corporate policy en_US dc.subject (關鍵詞) Intercultural communication en_US dc.title (題名) 快時尚產業的文化挪用問題：案例分析、消費者意識研究與設計師品牌教育指引 zh_TW dc.title (題名) Cultural Appropriation in Fast Fashion: Case Study Analysis, Consumer Awareness Research, and Educational Guidelines for Designers and Brands en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alamy. 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