精品產品購買決策之研究-以大台北地區擁有名牌包消費者為例

A Study of Purchasing Process of Luxury Product— A Case Study Of Taipei Luxury Bag Owners

黃玉吟(Yu-Yin Huang)

指導教授 ： 黃志文

共同指導教授 ： 張俊惠(Chang Chun-Hui)

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00503

摘要

近年來台灣隨著經濟變動，家庭平均所得逐步提升，女性消費意識抬頭，有愈來愈多的女性擁有獨立的經濟能力。本研究特定針對女性消費者對於精品名牌包的購買決策為探討。

本研究之架構係根據EBM消費者行為模式而建立，以大台北地區女性消費者為問卷對象，採取便利抽樣方式，回收的有效問卷為234份。主要的資料統計分析方法以SPSS進行數據分析。

研究結果發現：

一、女性消費者購買名牌的主要動機為個人喜好、流行時髦、送禮。
二、女性消費者蒐集名牌包的資訊主要來源，依序為報章雜誌、網際網路、
過去的消費經驗、同事親友介紹、專賣店的門市廣告。
三、女性消費者購買名牌包最首要的考量為「實用性」。
四、女性消費者對於精品名牌包的購買行為，會因所得而有明顯差異。對於
平均所得在15萬元以上的女性其購買名牌包的預算多集中於4萬元以
下；12萬元以下則集中於2萬元以上的預算。

關鍵字

名牌精品 ； 消費者行為 ； 購買決策

並列摘要

Recently, With the rapid development of Taiwan’s economy . Family's average income is raised progressively in recent years, women's consumption consciousness resumes, there are more and more women that have independent economic ability. Research is a case study of Taipei Luxury Bag Owners for purchase decision.

The structure of this research is setting up on the basis of EBM consumer's behavior, regard the women, consumer of Taipei area as the target of the questionnaire, taking the convenient way of sampling, the effective questionnaire retrieved is 234. The research findings are as follows：

1. The main reason of women consumer buy the luxury brand for the personal , fashionably and giving a present.
2. Women consumer collect the main source of information of the .luxury-brand bag, is from newspapers and magazines, internet. The past experience, the colleague relatives and friends introduce, the retail sales advertisement of the monopolized shop.
3. It is the ' practicability ', women consumer buy the most primary doing in the test amount of the luxury-brand bag.
4. Purchase behavior which women consumers will be have obvious differences because of income. As to the average income above one at $150,000 their budget of luxury bag concentrate on more $40,000; Concentrate on the budget of more than $20,000 at under $120,000

並列關鍵字

Luxury Product ； Customer Behavior ； Purchasing Decision

參考文獻

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