國際精品品牌炫耀性消費行為之質性研究

A Qualitative Research on Conspicuous Consumption Behavior in International Boutique Brand

黃建文(Jiann-Wen Huang) ； 沈繻淯(Ju-Yu Shen) ； 鄭錦英(Ching-Ying Cheng)

《美容科技學刊》 10卷4期 (2013/12) Pp. 111-133

https://doi.org/10.30001/JIES.201312_10(4).0007

摘要

擁有時尚精品名牌商品仍是時下不少人的願望、夢想和犒賞自己的方式，享受奢華、炫耀性的消費，象徵個人具有相當身分、地位的消費能力，消費者更加重視如何消費得更有價值。本研究為一探索性的研究，以「國際精品品牌」作為探討的個案，經由相關文獻探討與消費者之訪談。採質性研究方法分析研究資料，分析時尚精品業之炫耀性消費行為與影響因素及購買動機。研究結論發現會影響炫耀性消費者願意消費的因素從消費者心理層面與外在情境的互動過程，都是影響消費者行為的因素。建議時尚精品業者在同業競爭的同時，彼此必須以良性的競爭，了解消費者之需求並以消費者為導向，為品牌企業之永續經營，提供時尚精品業者未來做為行銷商品時之品牌策略與推廣之參考。

關鍵字

國際精品 ； 品牌形象 ； 炫耀性消費

並列摘要

Own fashion boutique brand-name items remained many people’s desires, dreams and reward in their own way, enjoy luxury and conspicuous consumption, symbolizing the spending power of individuals with considerable status, status, consumers pay more attention to how to better value for the consumer. This study as an exploratory study, ＂international boutique brands＂ as a case for discussion, discussion documents through interviews with consumers. Analysis of research data mining qualitative research methods, analysis of fashion excellent industry conspicuous consumption, purchase behaviors and influencing factors of motivation. Research found that factors influencing the conspicuous consumers willing to spend from the consumers’ psychological process of interaction with external situations, are all factors influencing consumer behaviour. Recommends that the fashion boutique within intra-industry competition, must be healthy competition with each other, understand the needs of consumers and consumer-oriented, for the sustainable management of brands, providing fashion boutique to do in the future for the industry when marketing goods brand strategy and promotion of enter test.

並列關鍵字

international boutiques ； brand image ； conspicuous consumption

參考文獻

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