快時尚產業被冠上高汙染的污名，近幾年快時尚品牌開始打造綠色環保策略，其中綠色環保衣服為快時尚產業積極推廣的策略之一。從先前的研究了解消費者對於綠色環保衣服有一定程度的認知，但卻無法有效提升購買意願，除此之外，由於直播的興起，各品牌積極布局直播的策略。因此，本研究透過直播影片讓受測者了解快時尚目前的直播運作方式，除了探討消費者態度與購買意願的關係，並以顧客參與為調節變數，了解消費者態度是否會因為顧客參與的調節提升購買意願。
藉由網路抽樣蒐集有效問卷566份，結構方程式分析結果證明功利主義態度、享樂主義態度對購買意願有顯著影響；關係型紐帶對情感承諾有顯著影響，情感承諾對顧客參與有顯著影響。以情感承諾作為中介變數，中介效果分析結果顯示情感承諾會中介關係型紐帶與顧客參與的正向關係，此外，以顧客參與作為調節變數，調節效果分析結果顯示顧客參與會調節功利主義態度、享樂主義態度與購買意願的負向關係。

The fast and fashion industry is stigmatized by high pollution. In recent years, fast and fashion brands have begun to develop green apparel strategies. Among them, green apparel is one of the strategies actively promoted by the fast and fashion industry. Previous studies have shown that consumers have a certain degree of awareness of green apparel, but they cannot effectively increase purchase intention. In addition, due to the rise of live streaming, brands are actively deploying live streaming strategies. Therefore, this study uses live streaming video to understand the current live streaming operation of fast and fashion. In addition to exploring the relationship between consumer attitudes and purchase intentions, consumer engagement is used as a moderator variable to understand the relationship between consumer engagement and purchase intentions.
This study collected 566 valid questionnaires through online sampling and analyzed the results through structural equations modeling (SEM). Relational bonds have significant effects on affective commitment; affective commitment have significant effects on consumer engagement. Using affective commitment as mediator. The results of the mediation effect analysis showed that affective commitment mediates the positive relationship between relational bonds and consumer engagement. In addition, Using consumer engagement as moderator. The results of the moderation effect analysis showed that consumer engagement mediates the positive relationship between utilitarian, hedonic attitude and purchase intention.

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