精品品牌奢侈認知差異之研究

The Study of Differentiate From the Brand Luxury Cognition

楊淳聿(Chun-Yu Yang) ； 楊玉奇(Yu-Chi Yang)

《中華管理學報》 9卷4期 (2008/12) Pp. 59-90

https://doi.org/10.30053/CHJM.200812.0003

摘要

本研究選取五個奢侈品牌作為分析標的進行實證研究，先驗證品牌奢侈量表，建立評估奢侈品牌的管理工具。之後，再利用量表探討不同奢侈品牌購買經驗之消費者對各品牌奢侈認知的差異性，以及各奢侈品牌在消費者心目中的知覺定位，為各品牌擬定未來的策略方向。研究發現，品牌奢侈包含知覺炫耀性、知覺獨特性、知覺品質、知覺享樂價值與知覺延伸自我等五個構面，其中以知覺享樂價值影響最大；台灣地區消費者於購買奢侈品牌之產品後，對品牌奢侈程度的認知與無購買經驗者沒有顯著差異；各奢侈品牌的改善重點主要包括知覺品質、知覺享樂價值以及知覺獨特性等三項，且知覺品質為精品市場最重要之關鍵因素。

關鍵字

精品 ； 奢侈品牌 ； 炫耀性消費 ； 知覺品質 ； 多元尺度分析

並列摘要

This research focused on the confirmation of Brand Luxury Scale to understand Taiwanese cousumers' perception of brand luxury. Based on the Scale, the influence of purchase experience to luxury perception was tested, and the competitive advantages of five luxury brands were analyzed. Competitive strategies of each brand were futher implied. Comfirmatory Factor Analysis was used to confirm the structure of Brand Luxury Scale, which includes five dimensions: Perceived Conspicuousness, Perceived Uniqueness, Perceived Quality, Perceived Hedonic, and Perceived Extended-self. T test was used to test the influence of purchase experience to luxury perception, and no difference in brand luxury perception between different purchasing experience consumers. Finally, Multi-Dimensional Scaling Analysis was implied to analyze the perceptual position of each brand. The result shows that Perceived Quality is the most important dimension of all, and the five luxury brands tested needs to improve in dimensions of Perceived Quality, Perceived Hedonic, and Perceived Uniqueness.

並列關鍵字

Luxury Goods ； Luxury Brands ； Conspicuous Consumption ； Perceived Quality ； MDS: Multi-Dimensional Scaling Analysis