奢華品牌知覺對購買意願效果之研究

Luxury Brand, perceived value, perceived risk, purchase intention

薛湛(Chan Hsueh)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

近幾年，常常可以在廣告或是商品促銷時，聽到或看到被行銷的商品使用「奢華」作為商品高貴、華麗的表徵，本篇研究想要試著了解，在面對奢華品牌創造出來的氛圍時，消費者對其商品的購買意願。
本研究使用AMOS軟體以結構方程模式探討奢華品牌、知覺價值、知覺風險以及購買意願間的關係。研究發現，奢華品牌的品質構面會經由知覺價值正向影響購買意願。在購買奢華品牌商品的時候會考慮到的是品質。奢華品牌知覺構面中，引人注目與獨特性構面經由路徑係數顯示的符號與假設所期望的符號相反，顯示引人注目與獨特性構面有可能會反向影響知覺價值進而提出此二構面有可能會降低奢華品牌商品的購買意願。

關鍵字

購買意願。 ； 知覺價值 ； 知覺風險 ； 奢華品牌

並列摘要

This study intends to understand how perceptions of luxury brand created by the atmosphere of luxury drive customer to buy the products of luxury brand.
The collected data were analyzed using structural equation modeling with AMOS 6.0 to evaluate the effects of luxury brand perceptions on customer purchase intentions through perceived risk and perceived value. The result shows that perceived quality of luxury brand increased purchase intentions through consumers’ perceived value. Among the dimensions of the perceived luxury brand, the conspicuous and unique dimensions do not positively affect customer’s purchase intentions as proposed hypotheses posited. The result shows that conspicuous and unique dimensions have the reverse effect on perceived value and then, which, reduces the purchase intentions of the luxury goods.

並列關鍵字

perceived value ； perceived risk ； purchase intention. ； Luxury Brand

參考文獻

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