大眾奢侈品是企業透過產品帶給消費者更豐富的體驗感受,提供相對昂貴、價格趨近於同類別頂端的、且擁有優良品質的產品。大眾奢侈品廣泛地存在於社會中,有別於傳統奢侈品僅局限於社會頂端的高階市場。本研究旨在探討大眾奢侈價值架構,並進一步探討大眾奢侈價值對於品牌印象影響。本研究以高階旗艦智慧手機使用者作為施測對象。在本研究中,共進行了兩次實證研究,在研究一中,根據大眾奢侈品特性,發展出大眾奢侈價值架構,透過量表發展的方法,共收集了803份有效問卷,最終認為大眾奢侈價值包含了卓越、功能、愉悅、體驗、美學、炫耀性消費、地位、獨特、歸屬、自我回饋、自我識別與經濟等價值。在研究二中,透過研究一所發展之量表,進一步了解大眾奢侈價值對品牌印象之影響,包含認知品牌態度、情感品牌態度、品牌忠誠度與品牌購買意圖,在研究二共收集了800份有效問卷,研究結果也發現,大眾奢侈價值會正向影響品牌認知價值與品牌情感價值,並透過品牌認知價值與品牌情感價值強化消費者對於品牌的忠誠度與品牌購買意圖。最後,本研究結果提出大眾奢侈價值之架構,以補充理論知識的缺口;並提出對於高階旗艦手機品牌相關經營實務之建議。
Mass luxury goods were the products and services are priced at or near the top of their category and represent a considerable premium compared with conventional offerings. However, they remain affordable to middle-market consumers. These products and services fall in the niche between the mass-market and high-class goods.They command a premium price compared with conventional goods but still are priced well below superpremium goods. These goods bring consumers a richer experience feelings. This study was designed to investigate the mass luxury value architecture. And explore the influence of mass luxury value on brand image. In this study, the high-end smartphone users as a surveying object. In the study, have two empirical studies. In Study 1, development of mass luxury value scale, through the method of scale development, a total of 803 valid questionnaires were collected. This study suggests that mass luxury value included function, excellence, conspicuous consumption, status, uniqueness, personal identity, self-gift giving, aesthetics, pleasure, experience , affiliation and economic. In Study 2, through the study 1 of the scale of development, and further understand the influence of mass luxury value on brand image. Brand image included cognitive brand attribute, affective brand attribute, brand loyalty and brand purchase Intention. In Study 2, total of 800 valid questionnaires were collected. The research results found that mass luxury value will positively affect cognitive and affective brand attribute, and strengthen consumer brand purchase intention and brand loyalty through the cognitive and affective brand attribute. Finally, this study presents the results of the architecture of mass luxury value.To complement the theoretical knowledge gap; and make recommendations related to operating practices of the brand for high-end smartphone.
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