- 學位論文
探討購買精品名牌包和仿冒名牌包之動機
A study of the motivations of the purchase of genuine luxury bags and of counterfeit luxury bags
並列摘要
The purpose of this study was to examine the consumers’ behavior of purchasing genuine and counterfeit luxury bags. Additionally, this study indicated that consumers’ purchase behavior toward luxury bags are affected by purchase motivation—conspicuous consumption and self-gratification, individual difference—self-confidence, moral concern and sociability, and product involvement to examine dependent variable. A total of 202 female respondents completed the survey were collected from social media group which discuss luxury products. Simple regression analysis and hierarchical multiple regression analysis were used to test the hypotheses. Statistical results suggest that each variable has significant effect on consumers’ purchase behavior, both on genuine and counterfeit luxury bags, especially conspicuous consumption and self-gratification. However, while examined all variables at the same time that self-gratification lost its explanatory value because conspicuous consumption and self-gratification have high correlation coefficient, and therefore cause the conflict effect.
參考文獻
延伸閱讀
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