近年來年輕消費族群已成為名牌精品市場不容忽視的消費新勢力,有些品牌甚至積極開發年輕市場,為歷史悠久的品牌創造新的市場年輕氣象,而年輕族群也將名牌精品視為代表個人自我概念特質的象徵。然而全球化的形成使得許多精品品牌在維持高檔形象之餘,也同時追求比較低廉的生產成本。研究顯示,消費者會偏好與其個性與特質一致的產品或品牌,而品牌形象與來源國對於購買意願也都有顯著的影響(Piron 2000;Sirgy 1982)。因此,本研究希望針對台灣N世代精品消費行為進行實證分析,達成以下研究目的: ㄧ、探討「品牌來源國與製造來源國一致性」與「品牌形象」兩者的 相互干擾作用對於「購買意願」的影響 二、探究在同時考慮維持自我一致以及名牌精品業的品牌來源國與製 造來源國ㄧ致性之情形下,影響購買意願的程度。 本研究採用因子實驗操作法來進行分析討論,總計對800位N世代消費者進行調查,回收有效764份樣本後分析所得到的研究結果為以下五項:(1)臺灣N世代消費者會選擇自我概念ㄧ致的品牌。(2)品牌來源國與製造來源國的ㄧ致性會影響購買意願。(3)當品牌形象高時,品牌形象對來源國的屏蔽作用會出現(4)品牌來源國與製造來源國不一致的情況下,品牌形象會受到來源國效應的干擾作用而影響消費者的購買意願。(5)自我ㄧ致性與來源國效果均會影響消費者對精品的購買意願,但來源國效果的影響較大。 本研究之結果可以提供給精品業者對台灣N世代消費者的消費行為之了解,另外本研究針對精品產業提出管理意涵,使本研究兼具理論及產業之研究貢獻,以作為精品業者經營管理上之參考依據。
It has become a growing market for the young consumers in luxury goods in recent years. Several companies in this business have tried to develop this new market aggressively in order to create new image for their old brands. Meanwhile, globalization has induced the companies of luxury goods to reduce their production costs by moving their factories to the areas with lower labor costs such as China. Previous studies found that self-congruity, country-of-origin’s effect and brand image could all affect consumers’ purchasing behavior considerably. This study tried to focus on the impact of country-of-origin and self-congruity on N-generation’s purchasing behavior in luxury goods. The important results of this study include: (1) the consumers of N-generation in Taiwan tend to purchase the luxury goods with similar characteristics and personality to themselves; (2) the consistency between the country-of-brand and country-of-production does affect the purchase intention of consumers; (3) the effect of brand image to the purchase intention of consumers overwhelms that of country-of –origin; (4) the effect of brand image to purchase intention can be interfered by that of country-of-origin; (5) the influence of the consistency of country-of-origin’s effect on purchase intention is stronger than that of self-congruity. Several managerial implications were drawn from the results and that could be provided to the managers in the industry of luxury goods for the management and operation to the business of N-generation’s consumers.