- 學位論文
從二手精品的消費分析再探一手精品的消費價值-消費實踐的觀點
Re-Exploring the Comsumption Value of Luxury Goods from the Comsumption Analysis of Used Luxury Goods-Comsumption Practices Perspective
摘要
本研究從一手精品的消費行為與二手精品的消費分析做比較，最後探討出一手精品的消費價值。透過焦點群體訪談法，以十一位曾經購買過一手精品或二手精品的消費者為樣本，探討其過去購買一手精品的消費動機，購買之後與精品之間如何互動的過程，及在使用過後發掘出精品的價值為一整個流程，最後再和二手精品消費分析做比較所得之整理，再次歸納出二手精品的來源及買與不買二手精品的理由，再由不購買二手精品反證出一手精品之價值。 透過研究發現一手精品和二手精品的購買動機當中，消費者內心渴望得到尊榮感。在預算充足下，多數消費者會選購一手精品，但預算緊縮的情況下，則會另尋管道來購買二手精品。且大部分的消費者不願自行購買二手精品，除非是親友贈送、互換或是傳承下的才會接受，一般消費者都表明既然要買就要買新品，不想要採購別人已經用過之物品，尤其是在價錢相差不多的情況下，與其擔心二手精品的來源，不如就再多花一點錢來購買一手精品。 本研究發現一手精品的消費價值幾乎等同於消費者之一手精品消費動機；二手精品消費者和一手精品消費者之購買動機雖然相同，但研究中得知，二手精品消費者有同樣的動機，卻無法得到與一手精品同樣的價值。其主要原因依然是在消費實踐當中的差異性，也就是說，購買二手精品所感受到的尊榮感沒有在購買一手精品上來得強烈，其尊榮感的程度是有差別。會堅持只購買一手精品之消費者就是想要享受被服務的感覺，而這種服務，就是去二手精品店或是網路上面的店鋪所買不到的，因而驅使大部分的消費者願意去一手精品店內消費。
並列摘要
This paper investigates the consumer behavior of luxury goods, then compare with the comsumption analysis of used luxury goods, to re-explore the comsumption valure of it. Through this study, we discovered that the motivation among consumers inner desire is to feel dignitary, no matter what kind of luxury goods they purchase. Most consumers prefer to buy first-hand luxury goods when they have enough money, however, some consumers will find some other ways to purchase used ones when they are lack of budgets. Most consumers declare that they will not buy any used one, especially in the case of similar prices between two kinds of luxury goods, unless they received them from their relative or friends. They will just pay a little more money to get a new one, rather than worrying about the source of used luxury goods. This study find out that the comsumption value of luxury goods is almost equivalent to the consumer motivation. Although the purchase motivation between luxury goods or used luxury goods are the same, but consumers can not receive the same value. It means that buying used luxury goods can not feel dignitary. People who insist to buy first-hand luxury goods is because they want to enjoy the feeling of being served, thus driving the majority of consumers to purchase at the boutique store.