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系統識別號 U0026-2208201423455400
論文名稱(中文) 台灣名牌精品市場之消費者動機、態度與行為
論文名稱(英文) Consumer's Motivation,Attitude and Behavior in Taiwan Luxury Market
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 102
學期 2
出版年 103
研究生(中文) 黃盈斐
研究生(英文) Ying-Fei Huang
學號 R07984307
學位類別 碩士
語文別 中文
論文頁數 91頁
口試委員 口試委員-李奇勳
口試委員-黃吉村
指導教授-蔡東峻
中文關鍵字 名牌精品  消費者動機  消費者態度  消費者行為 
英文關鍵字 Luxury Brand  Luxury  Consumer Motive  Consumer Attitude  Consumer Behavior 
學科別分類
中文摘要 摘要

過去20年來全球名牌精品市場快速成長,2012年全球精品銷售額為2,120億歐元。名牌精品市場自1989年市場成長率最高達到25%,此後即使受到金融風暴等經濟因素趨緩,但每年仍持續10%成長。社會型態結構的改變,財富的成長,以及年輕消費者積極且開放的消費態度,是促成全球精品市場蓬勃的因素。消費者對精品的認知與感受是受到心理特性及文化背景影響,消費者透過精品提供產品及服務獲得絕對的品質承諾。
本研究以具有工作能力且曾經購買過名牌精品的台灣消費者進行調查,獲得結果如下:(1)品質、社會比較、自我實現是影響消費者購買名牌精品的動機,而衝動的影響最低。(2)多數人同意購買精品是為了顯示自己的財富。(3)消費者態度分群得出二種類型:「排斥型」為54.1%;該族群在「情感相關」及「行為相關」的同意程度偏低,顯示較不擁護精品。其次是「喜愛型」佔45.2%;該群族認同精品的高級感、稀有性、昂貴、代表品味;且收入較高,消費次數及金額都偏高。(4)與大陸消費者比較發現,兩岸的動機與態度是有差異;大陸動機以「自我實現」同意最高;而台灣則以「品質」的同意最高;「社會比較」動機兩岸皆是排名第二:「衝動」無論台灣或大陸都是認同最低。就態度面向比較,大陸消費者在「名牌精品的品質比一般商品來的好」(4.06)是同意最高;台灣則是「名牌精品都比較貴」(4.06)同意程度最高。
最後本研究提出實務建議為: (1)品質是名牌精品消費者之最重要的購買動機。顯示消費者視精品為品質的保證,必須擁有卓越的品質與耐久性,建議業者必須重視誠信提供產品或服務的完美整體性。(2)精品業者應以家庭收入高之消費者為重點顧客。本研究發現「喜愛型」為收入較高110,001以上,且多以會員身分及生日時購買,建議業者應加強於會員服務。(3)業者應提升「排斥型」消費者對名牌精品情感認知;此族群在「知識相關」問項中同意程度高,顯示該族群同意精品的象徵性價值,但由於情感構面認同低,建議業者可加強提升精品與情感連結。
關鍵字:名牌精品、消費者動機、消費者態度、消費者行為
英文摘要 SUMMARY
The luxury market has grown rapidly throughout the past 20 years.In 2012 the global sales 212 billion .The highest growth rate for the luxury market reached 25% in 1989, and even though the rate slowed down due to economic factors,such as the global financial crisis 2007-2008,it still continues to grow at the rate of 10% each year. The change in social structure, growth of wealth, as well as the active and open consumption attitude of young consumers were the factors stimulating the prosperity of global luxury market.Past research showed that consumers’ cognition and feeling towards luxury items have been recognized as bing influenced by psychological characteristics and cultural background; Furthermore,through the products and services provided by personal luxury consumers did report receiving unique and absolute quality guarantees.

The subjects of this research were working individuals who have experiences of active consuming luxury products.The research findings are:(1) Quality, Social comparison and self actualization are the strong influencing factors for the Taiwanese consumers of this study in purchasing luxury goods, impusive consumption scores lowest among the subjects of this study (2) The majority of the subject agreeds that purchasing luxury is to show off their own wealth. (3)The cosumption attitude of the studied subjects can be classified into two type:“Against type ” representing 54.1% of the subjects,who cored low in affective items as well as in the behavioral items;Whereas the second dominant type was recognized as “Prefering Type”, representing 45.2% of the subjects and overall having higher income. (4) Comparing with Chinese consumers there was difference in motivation, existing study found that Chinese consumer was motivated more due to “self-Actualization", Taiwanese consumer places higher emphasis on "quality” being the motive of consumption, "social comparison "motive ranked second in both of the two countries."Buying as result of emotion" ranked the lowest motive among Taiwanese and Chinese.When comparing the attitude item scores among Chinese and Taiwanese;Chinese subjects in a different study has reported most agree with the “quality” being associated with luxury goods;whereas Taiwanese subjects in this study most agreed with the “expensiveness” being associated with luxury goods.
論文目次 目錄
摘要 I
圖目錄 X
表目錄 XI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 8
第一節 名牌精品市場現況 8
第二節 名牌精品的消費者動機 18
第三節 名牌精品的消費者態度 22
第四節 名牌精品的消費者行為 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究範圍與對象 27
第三節 變數之衡量 28
第四節 問卷結構與設計 37
第五節 資料蒐集的方法 37
第六節 資料處理與統計方法 39
第四章 結果分析與討論 42
第一節 問卷回收之基本分析 42
第二節 信度與效度檢定 51
第三節 名牌精品消費者之集群分析 60
第四節 不同消費者族群之名牌精品購買動機分析 64
第五節 不同消費者族群之名牌精品購買行為分析 65
第六節 不同消費者族群之人口統計變數之分析 68
第七節、台灣與大陸之精品消費族群比較 72
第五章 結論與建議 79
第一節 研究結論 79
第二節 實務上之建議 81
第三節 研究限制與未來研究建議 82
參考文獻 84
【中文部分】 84
【英文部分】 84
附錄一 正式問卷 90
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