購物狂的異想世界－二手精品之方法目的鏈模型

Building the Means-End Chain Models of the Used Luxury

方韻雯(Yun-Wen Fang)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

在現今的消費市場中，人們往往透過商品的意象來表達自我觀念，商品帶給消費者的價值已經不僅止於商品所具備的基本屬性，消費者購買行為較深層的動機與價值的探討更是產品行銷人員需要重視的議題。而精品除了本身價值外，精品所延伸的各種附加價值，更能滿足消費者在意象傳達及心靈層次的需求。由台灣二手精品市場的持續成長，可看出台灣人對二手精品的喜愛程度日益提高，故本研究欲探討消費者購買二手精品的價值結構。運用「方法目的鏈」理論為研究基礎，透過階梯訪談法，訪談40位受訪者，20位購買過二手精品和20位購買新品精品的消費者，訪談結果以內容分析法分類，並繪製成階層價值圖。
本研究發現消費者購買二手精品的重要產品屬性包含：知名品牌、新穎、價格較低、用料高級、款式精美與樣式設計…等17項；屬性連結的結果包含：自我犒賞、他人認同、自信、提升品味、耐用、與朋友關係良好、炫耀、保值與增值、愉悅感、尋寶…等16項；結果連結的價值包括：被尊重、樂趣與享受、自尊、與他人溫暖關係、隸屬感與安全感…等8項。本研究結果發現，二手精品的消費者在個人價值方面，重視「樂趣與享受」以及「安全感」的價值需求。最後為二手精品業行銷策略方面，提出幾點建議: (1)新增屬性所帶來的價值(2)尋寶價值(3)讓消費者感受品味，增加購買慾望(4)強調保值與增值結果。

關鍵字

二手精品 ； 屬性 ； 結果 ； 價值 ； 方法目的鏈

並列摘要

In today's consumer market, people tend to convey the image of goods through the self-concept, the value of goods to consumers is not the basic attributes of goods, and product marketers need to focus on the issue. In addition to the value of the product itself, the luxury goods of the additional value are better Satisfy consumers demand. The used luxury goods market continues growing; we can find out the Taiwanese increase the degree of love used luxury goods. In this study, means-end chain theory and laddering methodology were employed in interviews 40 consumers. Subjects were divided into two groups, 20 used luxury consumers and 20 luxury consumers. The results of interviews were categorized with content analysis method and expressed in Hierarchical Value Map.
The results were as follows: used luxury goods the attributes of Famous brand、Lower price and Advanced materials of 17 etc; used luxury goods the consequences of Self-reward、Confidence、Improve taste and Durable of 16 etc; self-respect、fun and enjoyment in life、security and sense of belonging for the used luxury goods value of 8 etc. According to our results of this study, in the perspective of personal value, they tend to achieve the needs for the fun and enjoyment in life and security. Finally, this study proposes the following innovative suggestions for the Seller of used luxury goods: (1) the value of new attribute; (2) the value of treasure Hunt; (3) let consumers to experience taste and Increase consumer desire; (4) emphasize preservation and value-added consequence.

並列關鍵字

Used luxury ； attribute ； consequence ； value ； means-end chain

參考文獻

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