台灣女性購買奢侈品的影響因素

Factors Affecting Taiwanese Women’s Purchase of Luxury Goods

李瑋挺(Wei-Ting Li)

指導教授 ： 沈幼蓀

國立臺北大學/社會科學學院/社會學系/碩士(2011年)

摘要

本研究主要目的係探討台灣女性購買奢侈品的影響因素，研究樣本取自「台灣社會變遷基
本調查計劃」「台灣社會變遷基本調查」第五期第三次社會階層組調查資料，調查對象限於女
性，且購買奢侈品，其經濟條件須維持一定水準，所以本研究將家庭月收入低於三萬元(含三萬
元)之女性樣本不予分析，故本研究實際有效樣本數685人，系統遺漏值為1355人。本研究以
二元邏輯迴歸分析發現，「學歷」及「參考團體」確實影響女性購買奢侈品的因素。在學歷方
面驗證Bourdieu認為資本形式的差異分離出文化資本，在特殊情況下可轉換成經濟資本，然而
取得文化資本並非一蹴可得，它需要時間與經濟資本的投入方可獲得。因此，學歷高的女性，
其經濟條件相對地具備一定水準，故增加購買奢侈品的行為。在購買奢侈品親朋好友（參考團
體）方面，統計上亦有顯著的正相關，這驗證本研究參考團體對於女性購買奢侈品行為的影響
。此兩項研究結果將增加不同的視野來解釋台灣社會消費文化的新現象。

關鍵字

消費、經濟資本、文化資本、參考團體

並列摘要

The objective of this study was to investigate factors affecting Taiwanese women’s purchase of luxury goods. The sample was obtained from the social hierarchy section of the third survey in the fifth phase of “Taiwan Social Change Survey” conducted under the “Taiwan Social Change Survey Project”. As this study focused on female consumers of luxury goods, the subjects were limited to female consumers who had reached a certain level of economic status. Female consumers whose household monthly income was no more than NT$30,000 were excluded. The valid sample comprised 685 participants, and 1355 participants had missing values. The binary logistic regression analysis of the data suggested that “education level” and “reference group” were key factors affecting women’s purchase of luxury goods. In the aspect of education level, this study validated Bourdieu's argument that cultural capital can be converted into economic capital in specific conditions. However, cultural capital cannot be obtained without persistent investment of time and economic cost. Since highly educated women have relatively better economic conditions, they may have more consumption of luxury goods. In terms of the influence of relatives or friends who also buy luxury goods (reference group), the influence was found positively and significantly related to women’s purchase of luxury goods. This finding confirmed that women’s purchase of luxury goods is affected by reference groups. The above findings offered a different view of the new phenomenon in Taiwanese consumption culture.

並列關鍵字

consumption, economic capital, cultural capital, reference group

參考文獻

－，2009，〈我逛，故我在：女性逛街購物的時間觀與自我〉。《臺灣社會學刊》

李玉瑛，2006，〈Shopping、血拚、瞎拚：逛街購物研究的初探〉。《臺灣社會學

邱苑琪，2010，《從消費行為看臺灣社會階層間生活模式的差異》。國立臺北大

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Oxford University Press.