臺灣博碩士論文加值系統

根據以往有關奢侈品牌購買的文獻來看，大多都在探討有關購買奢侈品牌是為了讓他人印象深刻這方面，對於消費者是否純粹因為個人價值觀的影響而購買奢侈品，這一方面的研究則略嫌不足。這篇研究主要是採問卷調查的方式，以了解消費者在購買奢侈品牌時所產生的個人價值觀，是否影響消費者購買精品品牌時的購買意願。以往擁有奢侈品的人只占少數，現在擁有的人數比例越來越來高，它被大部分的人認為是可以彰顯自己的身分地位或是成功，使得越來越多消費者願意支付高價來購買這些奢侈品。
研究結果發現人們在購買奢侈品牌時，的確會考慮到個人價值觀因素，如本研究中所提到的情感會計、知覺品質價值、衍伸自我與內在一致性，且個人價值觀也會影響消費者在購買奢侈品時的購買意願。

Based on previous literature on terms to buy luxury brands, most of them are exploring the purchase of luxury brands is to make people impressed by this, whether consumers simply because the impact of personal values, to buy luxury goods, this research is slightly inadequate. This study collected survey is the way to understand consumers buy luxury brands arising from the personal values, whether the impact of consumer product brands to buy sperm willingness to buy. Have the luxury of the past, only a minority of people, now has an increasing proportion to the number of high, it is most people think is to highlight the success of their identity or status, so more and more consumers are willing to pay future buy these luxury goods.
The results found that people buy luxury brands, it will certainly take into account the personal values factors, such as the study mentioned in the emotion of accounting, the value of perceived quality, an extension of the self and internal consistency, and personal values will affect consumers buy luxury goods to buy.

目錄

封面內頁
簽名頁
授權書　　　　　　　　　　　　　　　　　　　　　　　 iii
中文摘要　　　　　　　　　　　　　　　　　　　　　　 iv
英文摘要　　　　　　　　　　　　　　　　　　　　　　 v
誌謝　　　　　　　　　　　　　　　　　　　　　　　　 vi
目錄　　　　　　　　　　　　　　　　　　　　　　　　 vii
圖目錄　　　　　　　　　　　　　　　　　　　　　　　 viii
表目錄　　　　　　　　　　　　　　　　　　　　　　　 ix

第一章　緒論
第一節 研究背景與動機　　　　　　　　　　　 1
第二節 研究目的　　　　　　　　　　　　　　 2
第三節 研究流程　　　　　　　　　　　　　　 2
第二章　文獻探討
第一節 精品品牌定義及觀念　　　　　　　　　 4
第二節 奢侈品牌的消費行為　　　　　　　　　 6
一、奢侈品……………………………………. 6
二、影響奢侈品的相關因素……………….… 7
第三節 心靈會計與情感會計　　　　　　　　　 10
第四節 奢侈品與情感會計　　　　　　　　　　 15
第三章　研究方法
第一節 研究架構　　　　　　　　　　　　　　 16
第二節 研究假說　　　　　　　　　　　　　　 17
第三節 變數操作型定義與衡量　　　　　　　　 20
第四節 資料蒐集　　　　　　　　　　　　　　 24
第五節 資料分析　　　　　　　　　　　　　　 24
第四章　資料分析
第一節 敘述性統計分析　　　　　　　　　　　 26
一、樣本之敘述性統計分析…………………. 26
第二節 信度分析　　　　　　　　　　　　　　 31
第三節 假設驗證　　　　　　　　　　　　　　 32
第四節 假說驗證結果整理　　　　　　　　　　 43
第五章　結論與建議
第一節 研究結果　　　　　　　　　　　　　　 45
一、研究結論………………….………………. 45
二、情感會計、知覺享樂價值、衍伸自我宇內
在一致性會正像影響個人價值觀對奢侈品牌的
購買意圖………….…………….……………… 45
第二節 管理意涵　　　　　　　　　　　　　　 46
第三節 研究限制　　　　　　　　　　　　　　 47
第四節 未來研究建議　　　　　　　　　　　　 47
一、加入其他地區樣本…………………….… 47
二、研究主題與範圍更為廣泛………………. 48

圖目錄

圖1-1. 研究流程………………………………………………. 3
圖3-2. 研究架構圖……………………………………………. 18
圖4-1. 性別百分比統計圖…………………………………… 28
圖4-2. 年齡百分比統計圖……………………………………. 29
圖4-3. 職業百分比統計圖……………………………………. 31
圖4-4. 月收入百分比直條圖………………………………… 31


表目錄

表3-1. 操作型定義………………………………………….… 22
表4-1. 性別百分比統計表………………………………….… 28
表4-2. 年齡百分比統計表………………………………….… 29
表4-3. 職業百分比統計表………………………………….… 30
表4-4. 月收入百分比統計表……………………………….… 31
表4-5. 問卷信度分析…………………………………….…… 32
表4-6. 情感會計對購買意圖的影響之迴歸分析………….… 33
表4-7. 知覺享樂價值對購買意圖的影響之迴歸分析…….… 35
表4-8. 衍伸自我對購買意圖的影響之迴歸分析……….…… 37
表4-9. 內在一致性對購買意圖的影響之迴歸分析……….… 38
表4-10. 知覺享樂價值對情感會計的影響之迴歸分析……. 40
表4-11. 衍伸自我對情感會計的影響之迴歸分析…………. 42
表4-12. 內在一致性對情感會計的影響之迴歸分析…….… 44
表4-13. 假說驗證結果整理表…………………………….… 45

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