年輕族群精品購買意願之影響因素模式分析

An Analysis of the Factors in Affecting Young Population's Luxury Brands Purchasing Intention

鄭淑賢(Shu-Hsien Cheng) ； 李柏堅(Bo-Jian Li) ； 游迎珊 ； 郭家君

《中華科技大學學報》 49期 (2011/10) Pp. 79-98

https://doi.org/10.7095/JCUST.201110.0079

摘要

近年來台灣消費市場陷入名牌精品搶購風潮，不但中產階級的消費者開始消費精品，媒體爭相報導之下，連沒有經濟能力的年輕族群也成為消費的主要族群之一。這些年輕人購買名牌精品的動機為何？什麼樣的年輕消費者喜歡購買精品？本研究利用人口特徵、知覺價值及生活型態等變數，採用結構方程模式分析影響精品購買意願之因素。人口特徵變數可能由於稍微不符合常態性，在模式適配過程出現無法識別問題，故將人口變數捨去，最後整體模式適配度均達到理想指標。研究結果消費者之生活型態對購買意願有正面顯著影響，且以積極享受子構面對生活型態構面之解釋力最強，品牌知覺對購買意願之關係雖不顯著，但透過生活型態亦影響購買意願。

關鍵字

年輕族群 ； 名牌精品 ； 購買意願 ； 知覺價值 ； 生活型態 ； 結構方程模式

並列摘要

In recent years, Taiwan's consumer market has fallen into a brand-name purchasing craze. Not only do the middle-class consumers start purchasing brand-name goods, thanks to media hype, but young people in poor economic state have sprung up in the past few years as one of the major consumer groups. What is the young people's motivation for buying brand-name goods? What kind of young consumers are likely to buy brand-name products? This paper intends to study, with the analysis of structural equation modeling, the effect of factors-demographic characteristics, perception values as well as lifestyles on young population's brand name purchasing intention. The demographic characteristic factor is removed from consideration because it does not conform to normality. The results of this study show that it is the lifestyle that plays a significant role in consumers' purchasing intention. Brand awareness, though not as significant, is another key factor in affecting people's purchasing intention.

並列關鍵字

young population ； luxuary brands ； purchasing intention ； perception value ； lifestyle ； SEM