進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-2608201709430300
論文名稱(中文) 探討社會認同、自我一致性、產品稀少性、產品價格與購買意願之影響:以奢侈品為例
論文名稱(英文) Exploring The Influence of Social Identity, Self Consistency, Product Scarcity, Product Price and Purchase Intention:An Example of Luxury
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 105
學期 2
出版年 106
研究生(中文) 沈科吉
研究生(英文) Ko-Chi Shen
學號 R47041199
學位類別 碩士
語文別 中文
論文頁數 60頁
口試委員 指導教授-蔡惠婷
口試委員-賴孟寬
口試委員-謝惠璟
中文關鍵字 社會認同  自我一致性  產品稀少性  產品價格  購買意願 
英文關鍵字 social identity  self-consistency  product scarcity  product price  purchase intention 
學科別分類
中文摘要 本研究係針對台灣消費者對奢侈品,亦或是高單價商品,在購買時的心態合理化。依照每位消費者的經濟能力,對奢侈品或高單價商品的認定也會有所不同,簡單來說就是購買想要又非必要的高單價商品。透過網路問卷調查了解消費者對於購買奢侈品或高單價商品時的心態,是否有自我合理化的正面影響,以致提高購買意願。
本研究設計是透過網路問卷調查,以使用社群軟體之年輕人為目標族群,採用便利抽樣法來搜集研究樣本,共計回收114份問卷,刪除不完整的填答以及有重複填答的無效問卷有6份,最終有效問卷共108份,問卷回收率為94.7%。
本研究的分析工具是SPSS for macOS Sierra 22.0統計軟體,採取分析方法有敘述性統計分析、因素與信效度分析、Pearson相關分析及迴歸分析。歸納本研究之各項統計分析結果,主要說明如下:

一、社會認同對購買意願有顯著的影響。
二、自我一致性對購買意願有顯著的影響。
三、產品稀少性對購買意願有顯著的影響。
四、產品價格對購買意願有顯著的影響。

關鍵詞:社會認同、自我一致性、產品稀少性、產品價格、購買意願
英文摘要 Exploring The Influence of Social Identity, Self Consistency, Product Scarcity, Product Price and Purchase Intention:An Example of Luxury
Ko-Chi Shen
Huei-Ting Tsai
College of Management
Department of Business Administration (MBA), National Cheng Kung University

SUMMARY
The purpose of this study is to explore and verify the effects of luxury products on social identity, self-consistency, product scarcity, product price, and purchase intention. This study used a web-based questionnaire to collect empirical data, and targeted young people as the research subjects in order to probe the main factors influencing the purchase intention of non-luxury products by mainstream consumers.
The empirical results showed that social identity, self-consistency and product scarcity had a positive influence on purchase intention, while product price did not.

Keywords: social identity, self consistency, product scarcity, product price, purchase intention

INTRODUCTION

In addition to the recent slow growth, the economic growth rate in Taiwan has been dropping below 2% since 2014. In contrast to this depressing situation, the luxury product industry continues to experience prosperity and is even listed as one of the most popular markets. Seeing the luxury product industry can thrive in the present difficult economic situation, this study aims to explore the purchase intention related to luxury products.
While the economic growth rate in Taiwan has decreased year by year, the luxury product industry has been seeing a boom. This paradoxical phenomenon constitutes the research motivation of this study, with the focus placed on the mindset of luxury consumers in order to account for the prosperity of the luxury product industry in the relatively less promising economy. The study explores how luxury purchases can be justified, and verifies the effects of social identity, self-consistency, product scarcity, and product price on purchase intention.

MATERIALS AND METHODS
Multiple regression analysis was used as the main research methodology. Descriptive statistical analysis was first used to probe the distribution and features of the sampled data. Then, factor analysis and reliability analysis were employed to filter the data, and Pearson correlation analysis was also used to examine the inter-influences of all the factors.

Hypothesis 1: Social identity has a significant influence on consumers' purchase intention towards luxury products.
Hypothesis 2: Self-consistency has a significant influence on consumers' purchase intention towards luxury products.
Hypothesis 3: Product scarcity has a significant influence on consumers' purchase intention towards luxury products.
Hypothesis 4: Product price has a significant influence on consumers' purchase intention towards luxury products.

RESULTS AND DISCUSSION

Table
Verification results of hypothesis
H1:Social identity has a significant influence on consumers' purchase intention towards luxury products. Support
H2:Self-consistency has a significant influence on consumers' purchase intention towards luxury products. Support
H3:Product scarcity has a significant influence on consumers' purchase intention towards luxury products. Support
H4:Product price has a significant influence on consumers' purchase intention towards luxury products. Not-Support

CONCLUSION

1. With respect to the inter-influence of all factors, a high positive correlation is shown between social identity and purchase intention, as well as between self-consistency and product scarcity. Moderate correlation is shown both between social identity and self-consistency, and between self- consistency and purchase intention. Low correlation is shown between social identity and product scarcity, between product scarcity and purchase intention, and between product price and purchase intention. Social identity and product price, self-consistency and product price, product scarcity and product price are rarely or not correlated with each other.
2. The main factor influencing the luxury purchases by the younger generation is social identity, an external factor, with self-consistency, which is an internal factor, and product scarcity as minor factors, whereas product price has no influence on luxury product purchase intention. The research results are expected to serve as references for the promotion of high-priced products to marginalized groups of consumers.
論文目次 摘要.....................................................................................................................................................................I
Extended Abstract..........................................................................................................................................II
誌謝....................................................................................................................................................................V
目錄..................................................................................................................................................................VI
表目錄...........................................................................................................................................................VIII
圖目錄................................................................................................................................................................X
第一章 緒論.....................................................................................................................................................1
第一節 研究背景與動機......................................................................................................................1
第二節 研究目的....................................................................................................................................4
第三節 研究範圍....................................................................................................................................5
第四節 研究流程....................................................................................................................................5

第二章 文獻回顧...........................................................................................................................................7
第一節 社會認同....................................................................................................................................7
第二節 自我一致性.............................................................................................................................10
第三節 產品稀少性.............................................................................................................................12
第四節 產品價格..................................................................................................................................15
第五節 購買意願..................................................................................................................................17
第六節 各構面間關係........................................................................................................................20

第三章 研究方法.........................................................................................................................................21
第一節 研究架構..................................................................................................................................21
第二節 研究假設..................................................................................................................................22
第三節 各構面操作定義與衡量.....................................................................................................24
第四節 研究設計..................................................................................................................................27 第五節 資料分析方法........................................................................................................................28

第四章 研究分析結果...............................................................................................................................30
第一節 敘述性統計分析...................................................................................................................30
第二節 信度分析..................................................................................................................................35
第三節 相關分析..................................................................................................................................38
第四節 迴歸分析..................................................................................................................................39

第五章 結論與建議....................................................................................................................................46
第一節 研究結論..................................................................................................................................46
第二節 管理意涵.................................................................................................................................49
第三節 研究限制與研究建議.........................................................................................................50

參考文獻..........................................................................................................................................................51

附錄正式問卷................................................................................................................................................57
參考文獻 中文部分
藍才洋(2003),產品價格與複雜度對線上購物決策行為之影響,國立中山大學資訊管理研究所碩士論文。
徐維中(2009),社會情境對消費者合理化其奢侈品購買的影響,國立交通大學運輸科技與管理學系碩士論文。
陳冠豪(2009),促銷類型、促銷包裝方式與產品價格對促銷效果的影響,國立高雄大學經營管理研究所碩士論文。
楊貽婷(2010),稀少性訴求效果之探討:消費者自我監控與選擇情境之角色,東吳大學國際經營與貿易學系,國際企業組碩士論文。
施宏旻(2010),事件行銷對品牌經驗影響之研究:以奢侈品為例,國立東華大學國際企業學系碩士論文。
阮慧貞(2010),社會性認同與個人知覺因素度網路團購行為之影響,銘傳大學管理研究所碩士論文。
陳穎(2010),星巴克品牌形象與消費者生活型態之自我一致性研究,國立臺北教育大學人文藝術學院文化創意產業經營學系碩士論文。
林子傑(2010),限量聯名產品對消費者品牌態度與購買意圖之影響,國立高雄第一科技大學行銷與流通管理系碩士論文。
王正坤(2011),整合理性行為理論、組織環境與產品價格探討醫學美容消費者行為意圖,國立成功大學高階管理碩士論文。
莊珮偵(2011),產品價格與訊息數量對商品知覺品質的影響:性別消費捷思觀點探討,國立高雄第一科技大學行銷與流通管理研究所碩士論文。
陳志閔(2013),品牌熱愛前因與結果變數之研究-以Apple品牌為例,國立東華大學企業管理學系碩士論文。
曹瑞雪(2013),探討品牌社群認同的形成及其對購買行為的影響,國立中山大學資訊管理學系碩士論文。
駱維綱(2013),產品稀少性透過獨特性需求和從眾行為對知覺價值與購買意願之影響,真理大學企業管理學系碩士論文。
邱采菱(2014),廣告與自我一致性對廣告態度之影響:自尊之調節效果,國立屏東科技大學企業管理研究所碩士論文。
鍾沛樺(2014),自我一致性、情感品牌依附、顧客滿意度與再購意願之關係-以產品涉入與自尊為調節變數,大同大學事業經營研究所碩士論文。
陳仁智(2015),自我一致性、品牌認同及顧客滿意度對再購意願之影響-以臉書打卡為例,靜宜大學企業管理學系碩士論文
陳柏瑋(2015),以大螢幕智慧型手機針對品牌形象、體驗行銷、體驗價值、產品價格與購買意願之關聯性研究,國立屏東科技大學高階經營管理碩士論文。
盧宥鳴(2015),品牌知名度與稀少性策略對消費者購買意願之分析-炫耀財與非炫耀財之比較,亞洲大學經營管理學系碩士論文。
阮丞輝(2016),社會認同對購買意圖之影響:以虛榮特性為干擾變數-以台灣醫美療程為例,逢甲大學經營管理碩士論文。
謝紀縈(2016),品牌形象、促銷方式對知覺價值及購買意願關係之影響-以化妝品為例,南華大學企業管理學系管理科學碩士論文。

























英文部分
Ashforth, B. E., and Mael, F. (1989). Social Identity theory and the organization.Academy of management review(pp. 20-39).
Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Reaearch, 36(1), pp.45-57.
Aggarwal, P., Jun, S. Y., and Huh, J. H. (2011). Scarcity Message. Journal of Advertising, 40(3), pp.19-30.
Bergami, M. and Bagozzi, R. P. (2000). Self‐categorization, Affective Commitment and Group Self‐Esteem as Distinct Aspects of Social Identity in the Organization. British Journal of Social Psychology, 39(4), pp.555-577.
Bhattacharya, C. B. and Sen, S. (2003). “Consumer-company identification: A framework for understanding consumers' relationships with companies.” Journal of Marketing, 67(2), pp.76-88.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), pp.139-168.
Brock, T. C. (1968). Implications of commodity theory for value change. Psychological foundations of attitudes(pp.243-275).
Bolton, L. E., & Reed, A. (2002). Sticky priors:The perseverance of identity effects on judgment. Journal of Marketing Research, pp.397-410.
Cialdini, R. B. (1985). Influence: Science and Practice. New York: Harper Colin.
Dholakia, U. M., Bagozzi, R. P. , and Pearo, L. K. (2004). A Social Influence Model of Consumer Participation in Network and Small Group Based Virtual Communities. International Journal of Research in Marketing, 21(3), pp.241-263.
Dodds, W. B., Monroe K. B. and Grewal, D. (1991). Effects of Price,Brand, and Store Information on Buyer’s Product Evaluations, Journal of Marketing Research, 28(3), pp.307-319.
Dommermuth, W. P. (1989). Promotion:Analysis, Creativity and Strategy, 2nd ed. Boston:PWS-Kent Publishing
Ellemers, N., kortekaas, P. and Ouwerkerk, J. W. (1999).”Self‐categorisation, commitment to the group and group self‐esteem as related but distinct aspects of social identity.” European Journal of Social Psychology, 29(2/3), pp.371-389.
Enhel, J. F., Blackwell, R. D., and Miniard, P. W. (1995). Consumer Behavior, Fort Worth: Dryden Press.
Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior:An Introduction to Theory and Research, MA: Assison-Wesley.
Gierl, H., Plantsch, M. and Schweidler, J. (2008). “Scarcity Effects on Sales Volume in Retail.” The International Review of Retail, Distribution and Consumer Research, 18(1), pp.45-61.
Grewal, D., Krishnan, R., Baker, J., and Borin, N. (1998). “The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions.” Journal of Retailing, 74(3), pp331-352.
Gilbert, Daniel T., R. Brian Giesler, and Kathryn A. Morris (1995). “When Comparisons Arise,” Journal of Personality and Social Psychology, 69(2), pp.227-236.
Hawkins, D. I.,Best, R. J. and Coney, K. A. (1983). Consumer Behavior:Implication for Marketing. Strategy Revised ed. Business Publication. Inc, Plano, Texas, p.448.
Holt, Douglas B. (1995). “How Consumers Consume: A Typology of Consumption Practices,” Journal of Consumer Research, 22(1), pp.1-16.
Jacoby, J. and Olson, J. C. (1977). “Consumer response to price:An attitudinal, information processing perspective. in moving ahead in attitude research.” Yoram Wind and Marshall Greenbery, ads Chicago, IL: American Marketing Association, pp.73-86.
Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation and Control, 8th edition, New Jersey, Prentice Hall Inc.
Lynn, M. (1992). “Scarcity's enhancement of desirability: The role of naive economic theories.” Basic and Applied Social Psychology, 13(1), pp.67-78.
Lynn, M. (1992). “The Psychology of Unavailability: Explaining Scarcity and Cost Effects on value”. Basic and Applied Social Psychology, 13(1), pp.3-7.
Monroe, K. B. and R. Krishna (1985). The effect of price on subjective product evaluations, Perceived Quality: How Consumers View Stores and Merchandise. Jacoby, J. and J. C. Olson eds. Lexington: Lexington Books, pp.209-232.
Monroe, K. B (1990). “Pricing. Making Profitable decision.” New York: McGrawHill.
McCarthy, J. and Perreault, W. (1984). Basic Marketing 8th, ed., Homewood:Richard D. Irwin, pp.408-409.
Nueno, Jose Luis and John A. Quelch (1998). “The Mass Marketing of Luxury,”Business Horizons, 41(6), pp.61-69.
Onkvisit, S. & Shaw, J. (1987). Self-Concept and Image Congruence:Some Research and Managerial Implications, Journal of Consumer Marketing, Vol.4, pp13-24.
Parasuraman, A., Berry, L. L. and Zeithaml, V. A. 1991. “Understanding customer expectations of service”, Sloan Management Review, 32(3), pp.39-48.
Rao, A.R., and Monroe, K.B., 1989, “The Effect of Price, Brand Name and Store Name on Buyers’ Subjective Product Assessment: An Integrative Review”, Journal of Marketing Research, Vol.26, pp.351-357.
Sirgy, M. J., and Grewal, D., and Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of Business Research, 49(2), pp.127-138.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of consumer research(pp.287-300).
Sirgy, M. J. (1986). Self-congruity:Toward a theory of personality and cybernetics. New York:Praeger.
Snyder, C. R. and Fromkin, H. L. (1980). Uniqueness: The Human Pursuit of Difference, New York: Plenum.
Schenk, C. T. and Holman, R. H. (1980). A Sociological Approach to Brand Choice:The Concept of Situational Self-Image. in J. Olsen(ed.) Advance in Consumer Research, Vol.7, pp.610-614.
Tajfel, H. (Ed.). (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. London, UK: Academic Press.
Tajfel, H. & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations(pp. 33-47). Monterey, CA: Brooks and Cole .
Tajfel, H. (1981). Human Groups and Social Categories, University Press, Cambridge, UK.
Tajfel, H. and Turner, J. C. (1986).” The Social Identity Theory of inter-group behavior.” In Worchel, S. and Austin, W. G. (Eds.), Psychology of Intergroup Relations(pp. 7-24), Nelson-Hall Publishers, Chicago, II.
Thuy, P. N. (2012). Impact of personal values on service value and customer loyalty:a cross-service industry study. Service Business, 6(2), pp.137-155.
Teas, R., Kenneth and Agarwal S., 2000, “The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value”, Journal of the Academy of Marketing Science, Vol.28(2), pp.278-290.
Veblen, T. B. (1970). The Theory of the Leisure Class: An Economic Study of Institutions, London: Unwin Books.
Wallendorf, M., and Arnould, E. J. (1988). My favorite things: A cross-cultural inquiry into object attachment, possessiveness and social linkage. Journal of Consumer Research, 14 , pp.531-547.
Zeithaml, Valarie A. (1988). “Consumer Perceptions of Price, Quality and Value: A Means - End Model and Synthesis of Evidence.” Journal of Marketing, 52, pp.2~22.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2022-08-29起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2022-08-29起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw