消費者偏好網路購物的比例逐漸升高，根據資策會針對網購類型所進行的研究報告指出，2018年底到2019年底網友最常網購的產品類別第三名就是服飾配件類，高達三成的網友會在網路上購買服飾配件。至於網友最常跨境網購的產品類別也以服飾配件為最大宗，高達51%。
在越來越多人喜歡網購服飾配件類的消費趨勢下，根據產業情報研究所在2017年的調查結果發現，韓國被列為網友最常跨境網購的國家第四名。更值得注意的是，凱度洞察在2020年時統計出超過五成的消費者會透過網路關鍵意見領袖或網紅的分享而進行網購。特別在電商購物節期間，網路溫度計在2021年時統計出網紅最常導購的產品類別將近五成都是服飾配件類的商品。由此可知，社群行銷、品牌形象、網紅行銷對近幾年在台灣竄起的韓貨服飾電商品牌來說有一定的影響力。
自2019年的疫情影響了台灣和韓國物流的航線，台灣韓貨服飾品牌不僅大受影響，也被迫要轉換過往韓貨賣家跨地域到韓國選貨，並且在短時間內展示及上架商品到社群媒體上的「韓國連線」模式。故本研究目的為探討疫情之下韓貨服飾品牌的品牌形象、社群行銷、知覺價值對顧客購買意願的影響，並以網紅行銷作為調節變數。本研究採用網路問卷調查法，受測者為曾經購買過韓貨服飾品牌的消費者，9天內共計回收286份有效問卷。透過迴歸分析發現，除了社群行銷對知覺價值的影響不受到網紅行銷的干擾作用之外，其餘的變數之間皆具有正向顯著的影響。最後，期望透過本研究的研究結果能夠提供韓貨服飾品牌業者一些實務上的建議，以及未來學術研究上的參考。

The proportion of consumers who prefer online shopping is gradually increasing. According to a research report conducted by the Institute for Information Industry on the types of online shopping, the third most popular product category among internet users from the end of 2018 to the end of 2019 is clothing and accessories, with up to 30% of internet users purchasing clothing and accessories online. As for the most common product category for cross-border online shopping is also clothing and accessories, reaching 51%.
According to a survey conducted by Market Intelligence & Consulting Institute in 2017, Korea was ranked as the fourth most common country for online shoppers to shop online across borders. What is more, Kantar found that more than 50% of consumers will make online purchases through the sharing of key opinion leaders (KOL) or influencers by 2020. In particular, during e-commerce shopping festivals in 2021, DailyView calculated that nearly 50% of the products most frequently endorsed by influencers were clothing and accessories. This shows that social media marketing, brand image, and influencer marketing have a certain influence on Korean clothing e-commerce brands that have emerged in Taiwan in recent years.
Since the 2019 epidemic has affected the logistics routes between Taiwan and Korea, Korean clothing brands in Taiwan have not only been greatly affected, but have also been forced to switch from "online with Korea", which means that Korean fashion sellers from Taiwan travel to Korea to select goods and display their products on social media within a short period of time. Therefore, the purpose of this study is to investigate the influence of brand image, social media marketing, and perceived value of Korean clothing brands on customers' purchase intentions during the epidemic and use influencer marketing as a moderator. A total of 286 valid questionnaires were collected within 9 days from consumers who had purchased Korean clothing brands in Taiwan. The regression analysis revealed that, except for the effect of social media marketing on perceived value, which was not interfered by influencer marketing, all other variables had a positive and significant effect on each other. Lastly, it is expected that the results of this study will provide some practical suggestions for Korean clothing brand owners and references for future academic research.

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