歐系奢華品牌購買行為---從自我建構觀點探討

Applying the Theory of Self-Construct to Investigate the Purchase Intention towards European Luxury Goods

黃昱棠(Yu-Tang Huang)

指導教授 ： 李月華

淡江大學/國際研究學院/歐洲研究所碩士班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00523

摘要

近年來，亞洲地區消費者對於歐系奢華品牌趨之若鶩的現象背後，探討消費者的購買動機為何。架構的部份，以計畫性行為理論為參考基礎，主要的三種影響因素，分別為物質傾向與自我品牌連結以及消費者對於奢華品牌的知覺價值、消費者受到社會影響的程度，並進一步針探討消費者進行奢華品牌購買時中自我建構的影響(可細分為獨立我、互依我)，而不同類型的消費者會因外在或內在因素產生不同的購買決策。

在研究方法的部份，主要是以Amos結構方程模型(SEM)進行資料分析，透過消費者對於不同因素是否有顯著的影響，並進行分群比較分析。樣本是以有固定收入的上班族為主要受測對象，共計有效樣本數322位。研究證實當消費者在進行選擇時，物質傾向與自我品牌連結以及品牌知覺價值、社會傾向或個人傾向會影響消費者的決策，同時驗證了之前學者的研究，依據研究結果顯示，可將自我建構分為三種類型；獨立我型、互依我型以及原始我型消費者，不同類型的消費者會受到不同的影響因素，因而產生不同的消費行為與意願。

關鍵字

物質傾向 ； 品牌連結 ； 知覺價值 ； 社會影響 ； 自我建構 ； 計畫性行為

並列摘要

According to these years, in Asia, more and more consumers are interested in European luxury goods, so we want to find out the motivation behind the consumers why they want to buy the luxury goods. In the construct, we use Theory of Planned Behavior as a reference base and separate the motivation into three parts, materialism and self-brand connection 、the perception value of luxury-brands and social influence. In this research, we discuss about how these factors affect the consumer choice and the relationship between these factors. Besides, we also investigate self-construal which could separate into two parts: independent-self、dependent-self. The results show that different types of consumers due to external or internal factors make different purchasing decision.

In the research method, we use the structure equation modeling (SEM) to research the effect of the variables and make multiple team comparison. In total, there are 322 samples in research. We choose samples are people who have salary.The results show that consumers are attracted by materialism and self-brand connection 、the perception value of luxury-brands and social influence. At the same time, we also verify the research from before scholars. According to the final reseach we could separate self-construal into three groups. Therefore, we get three kinds of consumer such as independent-self、dependent-self and original self. Different kinds of consumer would affect by multi-factors then make various decisions and have diversiform behaviors.

並列關鍵字

Materialism ； Brand Connection ； Perception Value ； Social Influence ； Self-Construct ； Planned Behavior

參考文獻

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