開屏孔雀: 奢華性旅遊產品與炫耀性消費

Peacock with Open Plumages: Evidence from Luxury Travel Products and Conspicuous Consumption

王湘鈴(Siang-Ling Wang)

指導教授 ： 顧景昇

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00013

摘要

炫耀性消費是指奢侈的消費行為和休閒活動，旨在表明一個優越的社會階級或其他原因去增強他們進行炫耀性消費的行為或資格。本研究目的是了解名望的敏感性、消費者對於獨特性的需求、和人際影響三者與炫耀性消費動機的相關性，以及價格的敏感度和品牌相關兩項調節變數去調節炫耀性消費行為的影響。我們將探討前面提及的關係，從旅客在他們的旅程中從精品店，豪華酒店等選擇他們的豪華產品的動機。
本研究目的為了解炫耀性消費的根本因素。基於社會認同、炫耀性消費理論的基礎去發展炫耀性消費的模型架構。實證數據的取得為透過精品討論網站，旅遊部落格進行問卷發放。並使用結構方程模組測試動機的理論模型可能引導他們對於旅行當中的炫耀性消費行為性質和決定因素有更深入的理解。
在本研究中，將對炫耀性消費動機產生通盤的了解，增加消費者對於炫耀性消費的行為的意願和積極參與。研究結果顯示名望的敏感性、消費者對於獨特性的需求、和人際影響三者與炫耀性消費動機為正相關，此外品牌相關與炫耀性消費行為亦為正相關，值得注意的是價格的敏感度與炫耀性消費行為為負相關。
供應商正在尋求方法和消費者建立密切的關係，並從豪華的產品的銷售增加他們的利潤。因此，產業透過了解什麼動機能夠對炫耀性消費產生正面的影響，可以發展通盤性的行銷企劃。本研究結果有助於旅遊業者及行銷人員擬定行銷發展計畫，並在文末提出許多建議，期許本研究對實務界能夠有所貢獻。

關鍵字

動機 ； 產品特性 ； 炫耀性消費 ； 奢華性產品

並列摘要

Conspicuous consumption refers to the extravagant consumption practices and leisure activities that aim to indicate membership to a superior social class or other reason enforce them to precede conspicuous consumption. The research objectives of this study was to understanding how prestige sensitivity, customer need of uniqueness, and Interpersonal influence is associated with the motivation in conspicuous consumption, and price sensitivity and brand association moderates the effect of conspicuous consumption behavior. We discuss before-mentioned relationship from these motivations when travelers choose their luxury travel products from boutique, luxury hotel when customer choice the travel products.
This purpose of the study is to understand the underlying factor of conspicuous consumption. Base on social identity theory, conspicuous consumption theory to developed conspicuous consumption model. Empirical data were obtained via a mailed questionnaire survey from the Boutique discuss website or the other traveler blog. The use of the structural equation model to test the theoretical model of motivation could lead to a greater understanding of the nature and determinants of conspicuous consumption behavior in their traveling.
In the present study we find that an understanding of the conspicuous consumption motivation will increase customer in conspicuous consumption behavior and active participation. The results indicated prestige sensitivity, customer need of uniqueness, and interpersonal influence is positive associated with the motivation in conspicuous consumption. Moreover, brand association is positive associated with the conspicuous consumption. It is noteworthy that price sensitivity is negative positive associated with the conspicuous consumption.
Firms are seeking ways to develop close relationship with customer and to increase their revenue from luxury products, hence, firms can developed comprehensive marketing program through understanding what motivation can positive affect conspicuous consumption. The results of the study can assistant travel agency and marketer to draft marketing development program, and propose much more suggestion in the conclusion, and expecting this research can contributed to practice.

並列關鍵字

Motivation ； Specific Product ； Conspicuous Consumption ； Luxury Product

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