臺灣博碩士論文加值系統

奢侈品牌的購買成為一種新潮流，其消費人群也不再僅限於高所得與高地位的菁英，學術或實務界都企圖探討影響奢侈品牌購買的前置因子。本研究以「態度功能理論」及「識別發展理論」為基礎，進行對兩岸不同年齡消費者對於奢侈品牌購買動機之探討，本研究以問卷方式獲得數量化的資訊，再以結構方程模型(sem)進行分析。受訪者年齡介於16至59歲(分為三個族群：後青少年期、年輕成年期和中年期)，共計329位臺灣受訪者及351大陸受訪者參與此次研究。研究結論顯示，三種不同年齡族群的奢侈品消費行為，以價值表達而言，是年輕成年期的主要前置因子，環保意識則為中年族群的主要決策因素，至於自戀主義，則不分年齡族群，均會影響奢侈品牌的購買。就兩岸消費者的差異而言，臺灣消費者重視奢侈品帶來的社會調整功能，大陸消費者則重視價值表達，至於享樂及自戀主義，則在兩岸消費者之間存在相同的影響力。以上結論可提供奢侈品牌業者制定不同目標族群的行銷策略時，選擇適當的訴求主題，以期能夠形成有效的行銷溝通。

The main purpose of this study is to investigate the consumption of luxury brands in different age groups in Taiwan and Mainland China. Besides borrowing from the theory of attitude functions (social-adjustive, value-expressive, hedonic, utilitarian), we then added two additional factors, i.e., environmental consciousness and narcissistic person-ality, to explain the determinants of luxury brand consumption. Structural equation modeling (sem) analysis based on 329 respondents from Taiwan and 351 respondents from Mainland China between the age of 16 and 59 show diverse results.
According to the age-divided research, the value-expressive function is the main factor for young adults (26-39 years). The behaviors of middle-aged adults (40-59 years) are mainly determined by environmental and social consciousness. What’s more, narcis-sistic personality seems to be relevant for all age groups.
In comparison between customers from Taiwan and Mainland China, we find that Taiwanese customers pay more attention on the social-adjustive function, while Chinese customers focus on the value-expressive function. Furthermore, both the hedonic and utilitarian attitude functions determine the acquisition of luxury brands across the Straits.

內容目錄
中文摘要．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要．．．．．．．．．．．．．．．．．．．．．． iv
致謝辭．．．．．．．．．．．．．．．．．．．．．．． v
內容目錄．．．．．．．．．．．．．．．．．．．．．． vi
表目錄．．．．．．．．．．．．．．．．．．．．．．． viii
圖目錄．．．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．． 6
　　第三節　　研究貢獻．．．．．．．．．．．．．．． 6
　　第四節　　研究架構．．．．．．．．．．．．．．． 8
第二章　　文獻探討與假設建立．．．．．．．．．．．． 9
　　第一節　　奢侈品牌．．．．．．．．．．．．．．． 9
　　第二節　　態度功能理論．．．．．．．．．．．．． 11
　　第三節　　環境與社會意識．．．．．．．．．．．． 17
第四節 自戀主義．．．．．．．．．．．．．．． 19
第五節 購買意願．．．．．．．．．．．．．．． 20
第六節 年齡與識別發展程序．．．．．．．．．． 22
第七節 中國大陸與台灣奢侈品牌消費之研究．．． 26
第三章　　研究方法．．．．．．．．．．．．．．．．． 29
　　第一節　　問卷設計．．．．．．．．．．．．．．． 29
　　第二節　　樣本及抽樣方式．．．．．．．．．．．． 32
　　第三節　　結構方程模型．．．．．．．．．．．．． 33
第四章　　研究結果．．．．．．．．．．．．．．．．． 35
　　第一節　　人口統計變項的敘述統計．．．．．．．． 35
　　第二節　　差異及相關分析．．．．．．．．．．．． 37
　　第三節　　信度與效度分析．．．．．．．．．．．． 38
　　第四節　　路徑分析．．．．．．．．．．．．．．． 41
第五章　　結論與建議．．．．．．．．．．．．．．．． 48
　　第一節　　研究結論．．．．．．．．．．．．．．． 48
　　第二節　　管理意涵．．．．．．．．．．．．．．． 50
　　第三節　　研究限制及未來研究建議．．．．．．．． 52
參考文獻．．．．．．．．．．．．．．．．．．．．．． 54
附錄一．．．．．．．．．．．．．．．．．．．．．．． 74

表目錄
表 1-1 十大奢侈品牌公司．．．．．．．．．．．．．．． 1
表 1-2 台灣與大陸消費者購買過的名牌商品品牌．．．．．．5
表 2-1 奢侈品牌特徵．．．．．．．．．．．．．．．．． 10
表 3-1 研究變項之操作型定義與相關文獻資料來源．．．． 30
表 4-1 人口統計變項．．．．．．．．．．．．．．．．．．36
表 4-2 分群樣本的差異(t檢定)．．．．．．．．．．．．． 37
表 4-3 分群樣本的差異(ANOVA)．．．．．．．．．．．．． 38
表 4-4 各構面及各題項的信度、效度(全體樣本)．．．．． 39
表 4-5 各構面的相關性及區別效度(全體樣本)．．．．．．．41
表 4-6 路徑係數(年齡層比較)．．．．．．．．．．．．．．42
表 4-7 假設驗證結果(年齡層比較)．．．．．．．．．．．．43
表 4-8 路徑係數(兩岸比較)．．．．．．．．．．．．．． 44
表 4-9 假設驗證結果(兩岸比較)．．．．．．．．．．．． 46
表 4-10 假設驗證結．．．．．．．．．．．．．．．．．． 47

圖目錄
圖 1-1 台灣與大陸消費者購買奢侈品的比例．．．．．．． 4
圖 1-2 台灣與大陸消費者看待名牌的態度．．．．．．．． 5
圖 1-3 研究架構圖．．．．．．．．．．．．．．．．．． 8
圖 3-1 奢侈品牌範圍．．．．．．．．．．．．．．．．． 33

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