名牌精品涉入程度與消費行為之探討：以新竹地區消費者為例

Investigation of consumer invoement and behavior for famous-brand fine works :Hsinchu area as an example

李莉絹(LEE LI CHUAN)

指導教授 ： 陳世良

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

本研究旨在探討消費者對名牌精品之消費行為探討。研究對象，採問卷調查，有效樣本數共452份。以SPSS統計軟體進行分析，結果如下：
(一) 不同婚姻狀況、不同年齡、不同職業、不同月收入的名牌精品消費者在消費決策程度中有不同程度顯著差異。
(二) 不同婚姻狀況、年齡、教育程度、月收入的名牌精品消費者在其購買決策上較注重社經地位考量、注重舒適考量、價格導向考量，且會有顯著差異。
(三) 不同生活型態的名牌精品消費者在消費決策程度中有不同程度顯著差異。
(四) 在生活型態中名牌精品消費者與社經地位、重視舒適、價格導向和品牌形象有相關；且有顯著差異。
(五) 不同涉入程度狀況名牌精品消費者在購買項目、購買金額、訊息來源、購買件數、品牌異動、購物方式會有顯著差異。
(六) 在涉入程度上名牌精品消費者跟社經地位、重視舒適、價格導向和品牌形象有相關。涉入程度越高相關性越高。

關鍵字

名牌精品、消費行為、消費決策、涉入程度

並列摘要

This research aims at probing into consumer's consumer behavior discussion of the famous-brand fine works. Research object, adopting questionnaire investigation, it amounts to 452 for the effective sample to count. Count the software and analyse , the result is as follows with SPSS:
(1) Different marital statuses, different ages, different jobs, famous-brand fine works consumer of different monthly incomes show the difference in various degree in the consumption decision degree.
(2) Different marital statuses, the famous-brand fine works consumers of the age , education degree , monthly income are relatively paid attention to the society to consider , paid attention to the comfortable considering , price to lead and consider by the position on their purchase decisions, and there is difference of showing.
(3) The famous-brand fine works consumers of different living type attitudes show the difference in various degree in the consumption decision degree.
(4) In attitude famous-brand fine works consumer and society of living etc. by status, pay attention to comfortable, price is it have with brand image relevant to lead; And there is difference of showing.
(5) Buy the project , buy the amount of money , information source , buy the piece , brand unusual fluctuation , shopping way and having difference of showing with involve in entering famous-brand fine works consumers of the degree state.
(6) In is it enter degree famous-brand fine works consumer with society by status , pay attention to comfortable to wade, price is it have with brand image relevant to lead. High dependence is the higher to involve in entering the degree .

並列關鍵字

Famous-brand 、 consumer behavior、invoement

參考文獻

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