消費者購買奢侈品的影響因素之研究

A Research of Factors Influencing Customers' Purchase Intention on Luxury Goods

梁志鵬(Chih-Peng Liang)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00438

摘要

奢侈品市場擁有龐大的產值，且近年來呈現持續成長的狀態。如今，年輕世代的消費者已成為奢侈品市場的主要消費客群之一。本研究目的為探討「炫耀性消費傾向」、「衝動購買傾向」、「享樂價值」、「社會從眾」、「品牌忠誠度」、「知覺品質」是否會影響消費者對奢侈品的購買意願。研究對象主要為奢侈品的消費者，並依據年齡劃分成：樣本A「18到25歲的大學生與碩士生」與樣本B「26歲以上的社會人士」兩個樣本分別蒐集到397與233份有效問卷，接著針對兩個不同年齡層消費者個別進行迴歸分析並且比較結果之差異性。
根據研究結果發現樣本A與樣本B之「炫耀性消費傾向」與「享樂價值」對奢侈品的購買意願皆無顯著性差異。樣本A與樣本B之「衝動購買傾向」、「品牌忠誠度」、「知覺品質」對奢侈品的購買意願皆有顯著正向關係。值得注意的是：樣本A之「社會從眾」對奢侈品的購買意願有顯著正向關係；樣本B之「社會從眾」對奢侈品的購買意願則無顯著性差異。因此，本研究發現「社會從眾」對年輕與年長的消費者在奢侈品的購買意願上具有不同的影響效果。

關鍵字

奢侈品 ； 炫耀性消費傾向 ； 衝動購買傾向 ； 享樂價值 ； 社會從眾 ； 品牌忠誠度 ； 知覺品質 ； 購買意願

並列摘要

The luxury goods market has reached high sales revenue in recent years and it is growing constantly. Different from the stereotype that only middle-age and older consumers would purchase the luxury goods, the young generations have become the luxury good market’s target customers. The purpose of this paper is to discuss whether the six factors, including conspicuous consumption, impulsive buying, hedonic value, bandwagon effect, brand loyalty and perceived quality, would influence customers’ purchase intention on luxury goods. Therefore, six hypotheses are proposed. The research method of this paper is to send out the questionnaire and analyze the collected data through the software, IBM SPSS Statistics 22.0. The target respondents are people who have the experience of purchasing luxury goods and based on the age, they are divided into two groups, sample A consisting of undergraduates and graduates between 18 and 25 years old and sample B consisting of non-students over 26 years old. The multiple regression analysis is conducted in both samples and the results are compared.
According to the results, it is found that in both samples, the relationship between conspicuous consumption and purchase intention is not significant, and neither is the relationship between hedonic value and purchase intention. In both samples, the relationships between impulsive buying and purchase intention, brand loyalty and purchase intention, and perceived quality and purchase intention, are all significant and the directions are positive. It is noticed that in sample A, the relationship between bandwagon effect and purchase intention is proved to be significant and the direction is positive. On the contrary, in sample B, the relationship between bandwagon effect and purchase intention is not significant.

並列關鍵字

Luxury Goods ； Conspicuous Consumption ； Impulsive Buying ； Hedonic Value ； Bandwagon Effect ； Brand Loyalty ； Perceived Quality ； Purchase Intention

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