臺灣博碩士論文加值系統

近幾年，常常可以在廣告或是商品促銷時，聽到或看到被行銷的商品使用「奢華」作為商品高貴、華麗的表徵，本篇研究想要試著了解，在面對奢華品牌創造出來的氛圍時，消費者對其商品的購買意願。
本研究使用AMOS軟體以結構方程模式探討奢華品牌、知覺價值、知覺風險以及購買意願間的關係。研究發現，奢華品牌的品質構面會經由知覺價值正向影響購買意願。在購買奢華品牌商品的時候會考慮到的是品質。奢華品牌知覺構面中，引人注目與獨特性構面經由路徑係數顯示的符號與假設所期望的符號相反，顯示引人注目與獨特性構面有可能會反向影響知覺價值進而提出此二構面有可能會降低奢華品牌商品的購買意願。

This study intends to understand how perceptions of luxury brand created by the atmosphere of luxury drive customer to buy the products of luxury brand.
The collected data were analyzed using structural equation modeling with AMOS 6.0 to evaluate the effects of luxury brand perceptions on customer purchase intentions through perceived risk and perceived value. The result shows that perceived quality of luxury brand increased purchase intentions through consumers’ perceived value. Among the dimensions of the perceived luxury brand, the conspicuous and unique dimensions do not positively affect customer’s purchase intentions as proposed hypotheses posited. The result shows that conspicuous and unique dimensions have the reverse effect on perceived value and then, which, reduces the purchase intentions of the luxury goods.

TABLE OF CONTENTS
ABSTRACT IN CHINESE I
ABSTRACT IN ENGLISH II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF ILLUSTRATION VIII
CHAPTER I 1
INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVES 1
1.2 RESEARCH OBJECTIVES 3
1.3 RESEARCH PROCEDURE 3
CHAPTER II 5
LITERATURE REVIEW 5
2.1 LUXURY BRAND 5
2.2 PERCEIVED RISK 11
2.3 PERCEIVED VALUE 14
2.4 PURCHASE INTENTION 16
CHAPTER III 18
RESEARCH METHODOLOGY 18
3.1 RESEARCH FRAMEWORK 19
3.2 HYPOTHESIS 19
3.3 OPERATIONAL DEFINITION OF VARIABLE 22
3.4 RESEARCH SUBJECT 27
3.5 PRETEST 27
3.6 DATA COLLECTION 28
3.7 ANALYSIS METHOD 28
CHAPTER IV 32
DATA ANALYSIS 32
4.1 DESCRIPTION OF DATA 32
4.2 RESULTS OF VALIDITY AND RELIABILITY 33
4.3 RESULTS OF STRUCTURAL EQUATION MODELING 36
CHAPTER V 39
CONCLUSIONS AND SUGGESTIONS 39
5.1 CONCLUSION 39
5.2 MANAGERIAL IMPLICATION 40
5.3 SUGGESTIONS FOR FUTURE RESEARCH 42
BIBLIOGRAPHY 44
APPENDIX 48
VITA 52

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