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系統識別號 U0026-1106201311472400
論文名稱(中文) 從炫耀性消費角度瞭解中國消費者-擴散模型之延伸
論文名稱(英文) Towards an Understanding of Consumers in China From the perspective of Conspicuous Consumption-Extend Diffusion Model
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 101
學期 2
出版年 102
研究生(中文) 葉奐諄
研究生(英文) Fan-Tun Yeh
學號 R66004059
學位類別 碩士
語文別 中文
論文頁數 81頁
口試委員 指導教授-蔡惠婷
口試委員-賴孟寬
口試委員-許永明
口試委員-連勇智
中文關鍵字 創新擴散  炫耀性消費行為  中國消費者  仿冒品 
英文關鍵字 Diffusion of Innovation  Conspicuous consumption  Consumers in China  Counterfeit goods 
學科別分類
中文摘要 近年來中國經濟蓬勃發展,消費者受到傳統文化根深蒂固的影響,普遍存在著衣錦還鄉的炫富心態,連帶造成中國奢侈品市場的快速成長。本研究為了解中國消費者之炫耀性消費行為,從Rogers提出之創新擴散理論出發,以人格特質、資訊來源、環境變數以及購買時機做為研究要素,探討Veblen所提出之炫耀性消費是否屬於創新之擴散,找出其擴散模式與消費者採用之動機,並試圖歸納出不同採用階段採用者之特徵以及和過去擴散研究的差異,將擴散模型延伸運用,找出適用於中國之炫耀性消費擴散模型。同時,本研究亦在模型中加入盛行於中國之仿冒品的影響,試圖找出仿冒品在炫耀性消費擴散模型中所扮演的角色。研究結果顯示,炫耀性消費行為確實屬於創新擴散的一種,炫耀性消費擴散模型呈現常態分布,而各階段採用者之比例與原有理論之擴散模型相符。炫耀性消費型態則可區分為領導型、連結型、模仿型與落後型。領導型採用者最先從事炫耀性消費行為,接著使連結型採用者學習,並透過炫耀性消費與較高身分地位之族群建立關係,模仿型採用者則一味的跟隨潮流進行炫耀性消費,落後型採用者則處於炫耀性消費行為擴散最末端之族群,其購買仿冒品之經驗較其他採用者為高,證明仿冒品在炫耀性消費擴散模型中後期確實扮演奢侈品之替代品的角色。
英文摘要 In recent years, China has rapidly grown to be one of the most prosperous economies in the world. Due to the strong influence of traditional culture, consumers in China generally tend to flaunt their wealth, which is one of the potential reasons why China will expand to be a large luxury goods market, exceeding Japan in 2015. Refers to Rogers’ diffusion of innovation theory and Veblen’s theory of the leisure class, this research try to understand the conspicuous consumption among Chinese consumers, including their behavioral intentions, adoption times and consumption patterns, and also extend the diffusion model to generalize a proper model of conspicuous consumption in China. Meanwhile, the influence of counterfeit goods, considered the substitutes of luxury goods, also be introduced in the later stages of this model. The results show that conspicuous consumption in China is normally distributed and is applicable to the diffusion model, while the percentages of different stage adopters are approximately the same as the theory. The conspicuous consumption patterns can be divided into four different types: leading conspicuous consumption, linking conspicuous consumption, imitative conspicuous consumption and lagging conspicuous consumption. Initially, the leading conspicuous consumption adopters engage in doing conspicuous consumption, and subsequently the linking conspicuous consumption adopters learn the implication to build relationships with higher social status people. Besides, the imitative conspicuous consumption adopters follow the trend to promote themselves by trying conspicuous consumption. Finally, the lagging conspicuous consumption adopters undertake the losing popularity-conspicuous consumption, and most of them are buying the counterfeit goods, which support the truth that the counterfeit goods do play a substitute role in later stages of the conspicuous consumption model.
論文目次 第一章 導論 1
第一節 現象 1
第二節 過去文獻小結及缺口 4
第三節 研究論點與主張 8
第四節 研究貢獻 9
第五節 研究方法 9
第六節 論文架構 9
第二章 文獻探討 10
第一節 創新擴散理論 10
第二節 炫耀性消費理論 15
第三章 研究假設 22
第一節 中國炫耀性消費擴散模型 22
第二節 研究假設 26
第四章 研究方法 30
第一節 研究構面之操作型定義與衡量 30
第二節 研究方法 37
第三節 資料收集方法 39
第五章 資料分析與結果 40
第一節 樣本結構 40
第二節 因素分析及信度分析 43
第三節 常態性檢定 51
第四節 集群分析與區別分析 52
第五節 複選題分析 55
第六節 卡方檢定 57
第七節 多變量分析 62
第八節 整體分析結果 64
第六章 結論與建議 68
第一節 研究結論 68
第二節 研究貢獻 72
第三節 研究建議 73
參考文獻 74
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