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系統識別號 U0026-0607202018504800
論文名稱(中文) 炫耀性消費、品牌來源國形象、產品品質、感性行銷對精品消費者購買意願之影響─以德國高端家居產業為例
論文名稱(英文) The Impacts of Conspicuous Consumption, Brand Country of Origin Image, Product Quality and Emotional Marketing on Purchase Intentions of Luxury Consumers: A case of German High-end Home Industry
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 邱于凡
研究生(英文) Yu-Fan Chiu
電子信箱 emily7332003@hotmail.com
學號 R47071152
學位類別 碩士
語文別 中文
論文頁數 97頁
口試委員 口試委員-連勇智
口試委員-賴孟寬
指導教授-蔡惠婷
中文關鍵字 炫耀性消費  品牌來源國形象  產品品質  感性行銷 
英文關鍵字 Conspicuous Consumption  Brand Country of Origin Image  Product Quality  Emotional Marketing 
學科別分類
中文摘要 近年來經濟提升與生活型態轉變,戀家商機與居家美學興起蔚為風潮,國人對於精品需求逐漸由外在延伸至內在,對精品的喜好與追求也轉為趨向外顯與內在品味一致性的消費訴求,從展示給他人觀賞的個人消費性精品擴展至居家生活品味兼具的家居耐久性精品。與此同時,情感經濟時代來臨,消費者的購買行為除了商品的實質功能之外,同時重視個性獨特、精神滿足以及心理愉悅感,感性行銷已是現今企業重要的行銷方式,尤其對於精品產業的行銷甚是如此。過往學者們對於精品購買意願之研究大多侷限在於個人消費精品的部分,本研究依照上述提及的現今消費趨勢轉變,將精品購買研究範圍訂定於高端家居產業,同時回顧過往學者們對於消費性精品購買意願的重要考量要素,結合炫耀性消費、品牌來源國形象、產品品質、感性行銷等構面共同探討。
研究結果顯示,在高端家居產業精品消費者的購買意願當中,產品品質對於消費者的影響性最高、其次是炫耀性消費,感性行銷第三。炫耀性消費並非所有動機都對於高端家居產業的精品消費者產生購買之影響,相關影響性僅產生在炫耀性消費的某些子構面之中,推論可能原因為產品屬性之不同,本研究所探討之精品產品屬性以家居耐久性精品為主。
英文摘要 In recent years, the economy has improved and life styles have changed. Loving-home business opportunities and home aesthetics have become popular. People's demand for luxury products has gradually extended from external to internal. Consumption demands have expanded from personal consumer goods displayed to others to home furnishing products with home durable products. At the same time, the emotional economic days is coming. In addition to the essential functions of commodities, consumers’ purchase behaviors also emphasize unique personality, spiritual satisfaction, and psychological pleasure. Emotional marketing is now an important marketing method for enterprises, especially for the boutique industry. This is very much the case with marketing. In the past, most scholars' research on the purchase intention of fine products was mostly limited to the personal consumption of fine products. According to the above-mentioned changes in current consumer trends, this research has set the scope of fine purchase research in the high-end home furnishing industry. The important considerations for the purchase intention of boutique products are discussed in this study in combination with the aspects of conspicuous consumption, brand country of origin image, product quality, and emotional marketing.
The research results show that among the purchase intentions of high-end home furnishing consumers, product quality has the highest impact on consumers, followed by conspicuous consumption, and emotional marketing is three. However, not all motives of conspicuous consumption have an impact on the purchase of luxury consumers in the high-end home industry. The relevant influence only occurs in some sub-facets of conspicuous consumption. The inference may be due to the difference in product attributes. The attributes of high-quality products discussed by the research institute are mainly household durability products.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 炫耀性消費 7
第二節 品牌來源國形象 12
第三節 產品品質 19
第四節 感性行銷 25
第五節 購買意願 32
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究構面之操作型定義 44
第四節 資料收集方法 50
第五節 資料分析方法 51
第四章 資料分析 53
第一節 敘述性統計分析 53
第二節 因素及信度分析 58
第三節 皮爾森相關分析 66
第四節 迴歸分析 69
第五章 結論與建議 77
第一節 研究結論 77
第二節 研究貢獻 78
第三節 研究限制與後續研究建議 82
參考文獻 83
附錄一 正式問卷 94
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