近年來許多時尚品牌通過激發消費者的焦慮感從而達成銷售的目的，這種行銷手段往往非常有效，但在以往的研究中較少被關注到。本研究通過對十五位資深時尚品牌消費者的深度訪談，試圖探究焦慮行銷對消費者的影響並藉此幫助時尚品牌在後疫情時代改善行銷手法。研究結果顯示：焦慮行銷是一把雙刃劍，雖然能夠在短時間內提高消費者購買意願，但長此以往會讓消費者產生耗竭感，導致對品牌產生負面情緒。同時激發的焦慮會放大消費者的需求，導致消費者強迫購買的行為發生，在此影響下的消費者購買行為變成了消除焦慮的主要方式。尤其在後疫情時代時尚品牌應該慎重使用焦慮行銷的手法，多關注產品，跟消費者產生良性的互動。

In recent years, many fashion brands have achieved sales by stimulating consumer anxiety.This kind of marketing strategy tends to be quite effective, but in previous studies, it has received less attention.This study aims to explore the impact of anxiety marketing on consumers and to help fashion brands improve their marketing strategies in the post-pandemic era by interviewing 15 senior fashion brand consumers.The results indicate that anxiety marketing is a double-edged sword. Although it can increase consumer purchasing intention in a short period of time, it will cause consumers to have a sense of exhaustion in the long run, leading to dissatisfaction with the brand.Anxiety marketing will amplify the needs of consumers, leading to consumers' forced purchase behavior, and it becomes the main way to eliminate anxiety under this influence .Especially in the post-pandemic era, fashion brands should use anxiety marketing strategy cautiously, pay more attention to their own products , and try to have a benign interaction with consumers.

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