影響消費者選購精品因素之探討

在近年來，國內外流行一股追求時尚名牌的趨勢，加上新興市場經濟成長，願意花大錢在國際名牌精品的消費族群人數也愈來愈多。根據全球奢侈品市場報告顯示，奢侈品市場已徹底走出金融危機的影響，2011年全球市場規模達1870億歐元，繼續保持高增長。本研究主要是探討消費者購買名牌精品時，品牌來源國、品牌個性、品牌形象，透過顧客的知覺價值是否會影響虛榮特性。本研究以精品消費者為研究對象，採便利抽樣法發放270份問卷，有效問卷為250份，再以線性結構方程分析資料。研究結果得知品牌來源國對知覺價值無顯著之影響、品牌形象對知覺價值無顯著之影響、品牌形象對服務品質有顯著之影響，知覺價值對虛榮特性有顯著之影響。研究的結果期望能提供給精品企業作為決策的參考。

關鍵字

品牌來源國；品牌個性；品牌形象；知覺價值；虛榮特性

並列摘要

In recent years, pursuing the fashion brand is a trending domestic and foreign. The faster growth of market economies, the more consumers are willing to spend lots of money on the international famous brands. According to the global luxury goods market report, the global economic crisis does completely not affect the consuming of luxury goods. The global market continues to maintain high growth of size - € 187 billion in 2011. This study explores while consumers purchase luxury goods; whether country of origin, brand personality, brand image, and the customer's perceived value affect the vanity traits. This study applies the linear structural equation to analyze the data, which bases on the sample of boutique consumers. We distributed 270 questionnaires; however, 250 questionnaires were valid. The findings of this study shows that the country of origin and brand image does not significantly respectively influence on perceived value. Interestingly, brand image have a signify cant effect on service quality. Furthermore, perceived value has a signify cant effect on vanity traits. The results of the study expect to support a valuable contribution to empirical.