奢華消費者之購買動機之探討：自我概念觀點

Luxury Consumers' Purchase Motivation: As Self-Concept Perspective

游淑琳(Shu-Lin Yu)

指導教授 ： 劉恒逸

元智大學/管理學院/國際企業學系/碩士(2007年)

摘要

奢華消費者的市場是龐大且動態，並且也代表著企業商機所在。一個成功的奢華行銷策略是必須能夠去定義出它們真正的消費者，了解他們的需求，並且提供超乎想像的價值給他們，且還能與他們維持長久的關係。透過探索奢華消費者心理的自我概念，我們可以清楚了解到一個奢華消費者是如何決定他們購買動機
。這份研究是利用Birdy折疊自行車的個案研究去分析奢華消費者的購買動機。

消費者會利用產品/品牌形象去反映出他們理想中的自我(ideal self-concept)和別人眼中理想的自我(ideal social self-concept)。本研究發現到奢華消費者在使用產品/品牌形象去反映理想自我時，同時也會受到別人眼中理想自我的影響進而去影響到他們的購買動機。此外，他們特別在意參考團體是如何看待他們，這也會影響到奢華消費者的購買動機。因此，經理人應該要執行正確的策略去同時滿足奢華消費者理想中的自己，以及特定的參考團體眼中理想的自我，如此一來，公司才能建立及維持奢華消費者的忠誠度，並且引發他們的再購買動機。

關鍵字

奢華消費者 ； 自我概念 ； 參考群體

並列摘要

Luxury consumers market is large and dynamic, and it also represents business opportunities. A successful marketing strategy for luxury products or consumers to identify their right consumers, understand their needs, and provide premium values for them and then keep the lasting relationship with them. By exploring luxury consumers’ psychological self-concept, we can clearly understand how luxury consumers make their purchase motivations. This study utilizes case study of Birdy’s folding bike to analyze luxury consumers’ purchase motivations.
Consumers utilize products/brands image to reflect their ideal self-concept, and also to express their ideal social self-concept which is observed by others. This study finds that when luxury consumers purchase products/brands to reflect their ideal self-concept, they also take their ideal social self-concept into consideration simultaneously and in turn to influence their purchase motivation. In other words, while purchasing products/brands to reflect their ideal self-concept, ideal social self will simultaneously influence their purchase motivation. Besides, they especially care about how reference group perceives them, which also in turn influences luxury consumers’ purchase motivation. Therefore, the mangers should execute right strategies which satisfy luxury consumers’ ideal as well as ideal social self-concept perceived by specific reference group simultaneously; thus, firms can build up and maintain luxury consumers’ loyalty and arouse their repurchase motivation.

並列關鍵字

Luxury Consumer ； Self-Concept ； Reference group

參考文獻

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