新奢侈品購買行為之分析

Analysis of new luxury buying behavoir

黃芷凌(Chih-Ling Huang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00135

摘要

傳統奢侈品是給社會上成功、富有、想追求名望的上等階級所消費的商品，新奢侈品的出現顛覆了傳統的消費觀念。從前只有社會上前1%的人能夠消費得起傳統奢侈品，而現在主打有品質、有品味且價格又沒有那麼高不可攀的新奢侈品滿足了大批正在崛起的中產階級想提升生活品質、追求自我而消費奢侈品的需求。
本研究透過結構方程模式LISREL軟體，分析一般年輕人新奢侈品的購買行為。探討變數包含物質主義、虛榮特質、炫耀性消費、節約特質、宗教性、價值意識、新奢侈品與傳統奢侈品的聲望差距、新奢侈品與傳統奢侈品的價格差距與新奢侈品的購買意願。希望透過實證研究，探討消費者炫耀性消費之影響因素、消費者價值意識之影響因素、炫耀性消費與奢侈品聲望之關係、價值認知與購買奢侈品的關係、新舊奢侈品聲望差距與價格差距對購買意願所造成的影響。
研究結果顯示，具物質主義的消費者會正向影響其炫耀性消費的態度；具有炫耀性消費特質的消費者，會認為新奢侈品與傳統奢侈品的聲望差距很大；具有節約特質傾向的消費者，會正向影響其價值意識的態度；傳統奢侈品與新奢侈品的價格差異很大會正向影響新奢侈品的購買意願。
依據實證結果，本研究提出幾點實務建議以及策略方向，以利廠商提高消費者的新奢侈品購買意願。

關鍵字

物質主義 ； 虛榮特質 ； 炫耀性消費 ； 節約特質 ； 宗教性 ； 價值意識 ； 新奢侈品 ； 傳統奢侈品 ； LISREL

並列摘要

Primary customers for traditional luxuries are at the top of the pyramid. However, the target audience is shifting from top to middle class due to emerging luxuries. Emerging luxuries, which meet middle-class consumers’ desire of improving quality of life and pursing self-achievement, are high-quality with excellent taste but generally cheaper than traditional luxuries.

The study analyzes emerging luxuries buying behavior from younger generation through statistic software of Liner Structure Relation Model (LISREL). Analyzed variables include materialism, vanity, conspicuous consumption, frugality, religious, value consciousness, reputation difference of emerging luxuries and traditional luxuries and price difference of emerging luxuries and traditional luxuries. The study adopts empirical research to explore the influence between conspicuous consumption and value consciousness; the relationship between conspicuous consumption and reputation difference of emerging luxury and traditional luxuries; the relationship between value consciousness and price difference between emerging luxuries and traditional luxuries; and the reputation and price difference of emerging luxuries and traditional luxuries on emerging luxuries buying intentions.

The results show a positive relation between consumers who are materialism and the attitude toward flaunting traditional luxury products; consumers who have characteristics in showing off consider a huge difference between traditional luxury products and emerging ones; positive relation between Consumers who have a preference in thrift and pecuniary values; huge difference between traditional luxuries and emerging ones affects the willingness to purchase.

According to the empirical results, the study proposes several practical advices and strategic directions to facilitate manufacturers to increase consumers' willingness to buy an emerging luxury.

並列關鍵字

materialism ； vanity ； conspicuous consumption ； frugality ； religious ； value consciousness ； new luxuries ； traditional luxuries ； LISREL

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