- 學位論文
送禮文化對奢侈品牌消費的影響
The effects of gift-giving culture upon luxury brand consumption for gifts
摘要
台灣早期受到日本、美國殖民文化的影響，不但融合了歷史悠久的傳統文化更造就多元的倫理價值觀，近年來則偏向追隨韓流以及其他國家的風潮，隨著過去20年經濟快速發展，使得有關台灣消費者行為的研究也變得比以往更加有趣。因此，本研究探討台灣消費者對購買奢侈品牌禮物的行為，茲將其分為兩個因素: 社會文化價值觀 (社會連結和社會地位)和消費者心態(物質主義、獨特性和面子)，並分析影響台灣消費者購買奢侈品行為的數百年文化。透過此兩因素，我們會清楚了解消費者在購買禮品時，對於選擇奢侈產品的看法和態度。此外，本研究透過發放問卷的方式並使用SPSS16.0系統做調查。研究結果得知，社會文化價值觀和消費者心態正面影響消費者選購名牌產品為禮物；物質主義與兩者無關，而個人心理則與購買奢侈品部分正相關。未來的研究必須朝社會價值觀和消費者心態如何影響購買文化作深入及全面性探討。
並列摘要
Taiwan has a rich culture which is blended with traditional culture of diversified ethnics for thousands years. Taiwan culture also had been influenced by Japanese and America culture during colony periods. Besides, the bandwagon trends from Korea and other countries recently together with the rapid development of its economic for last 20 years that make all researches about Taiwanese consumption behavior become more interesting than ever. Given these reasons, this study examines Taiwanese consumer behaviors toward luxury brand consumption for gifts. It addresses the two factors: culture social value (social connection, social status) and personal psychology (materialistic, uniqueness, face saving) that effect Taiwanese consumer behavior when buying luxury fashion brand products for gift. These factors are derived by Taiwanese gift giving culture and consumers’ attitude toward luxury fashion brands. From these factors we would more clearly about consumers’ attitude when choosing luxury brand products for gift and their perception when giving gifts to other people. In additional, the model are tested and verified by questionnaires conducted among Taiwanese consumers and the data was run by SPSS 16.0 systems. The finding shows that the social connection value of gift giving culture and social status of gift givers associates positively with luxury brand consumption for gift. Personal psychology partly positively correlated with luxury brands consumption for gift, because the variances of materialistic factor are not well correlated with each other. This phenomenon needs to be seriously taken in future researches to get the deeper comprehensive about how psychology affects consumer-purchasing behavior for expensive gifts.