慾望前因與結果之研究－以精品服飾為例

An Investigation of the Antecedents and Consequence of Desire-An Example of the Boutique Clothing

謝明宏(Ming-Hung Hsieh) ； 章以慶(Yi-Ching Chang) ； 蔡淑慎(Shu-Shen Tsai) ； 江念穎(Nien-Ying Chiang)

《行銷評論》 8卷2期 (2011/06) Pp. 225-249

https://doi.org/10.29931/MR.201106.0004

摘要

實踐大學企業管理學系摘要慾望是精品消費背後的主要動力，精品業者如何挖掘消費者源源不絕的購買慾望深井成為勝出的利器之一。本研究試圖根據學者Perugini & Bagozzi於2001年提出的MGB模型(Goal-directed behaviors model)概念，針對大台北地區精品服飾消費者進行抽樣調查，以結構方程式分析驗證精品服飾消費者慾望形成前因及慾望對購買意圖之影響關係。實證發現功利態度與正向預期情緒對慾望有顯著正向影響，享樂態度與主觀規範對慾望沒有顯著影響；而慾望對購買意圖具有顯著正向影響，且慾望分別在功利態度與購買意圖及正向預期情緒與購買意圖間具有中介效果。本研究依據上述發現探討消費者高品牌涉入下，預期遺憾心理對精品服飾購買慾望及購買意圖的影響，嘗試從精品服飾消費心理及行為層面找出影響因素及預測行為模式，提供精品服飾業者行銷實務之建議。

關鍵字

態度 ； 慾望 ； 預期遺憾 ； 品牌涉入 ； 購買意圖

並列摘要

Desire is one of the major motives in consuming luxurious products including boutique apparel. How to explore and utilize consumer's purchasing desire is one promising task for boutique industry. This study drew from the MGB model (Goal-directed behaviors model) of Perugini & Bagozzi, and aimed to enhance the model with more empirical proofs. This study took the Boutique and clothing consumers in Taipei as examples, and use SEM analysis to verify the relationship between antecedents of formation of consumer's desire and buying intention to desire. The findings of the study show that utilitarian attitude and positive anticipated emotions have positive influence to desire; however, hedonistic attitude and subjective norms do not have significant impact on desire. Moreover, desire separately has mediating effect on the relationship between utilitarian attitude and purchasing intention; and between the anticipated emotion and purchasing intention. This study indeed sheds some light on the psychology of boutique clothing consumers and provides practical advice to marketing in the Boutique fashion industry.

並列關鍵字

attitude ； desire ； anticipated regret ； brand involvement ； purchase intention

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