臺灣博碩士論文加值系統

奢華品一向被消費者視為物質生活享受的代表。奢華品牌以其品牌特色、優異品質及獨特性贏得廣大且忠實的消費群，使得奢華品市場即便是在不景氣時也能受到較小波及，甚至能逆勢成長。然而這些成功的奢華品牌不只吸引到廣大的消費者，同時也受到仿冒商的覷覦。仿冒商大量仿製奢華品牌的產品，並以較低的價格販售。仿冒品的出現對奢華品市場造成極大的衝擊，同時也改變了消費者在奢華產品上的消費方式。除了正品與仿冒品兩方各有擁護者外，某些消費者更同時擁有奢華品的正品與仿冒品。這群消費者固然注重奢華品正品所附帶的純正性價值，但在不同的情況下又會受到仿冒品的誘惑，進而形成此種消費型態，而這群消費者也是過去文獻較少著墨的。本研究由純正性價值、仿冒品利益及知覺風險效果變數下探討消費者對於奢華品正品與仿冒品的購買意願，並探究變數中的交互作用對其購買意願的影響（第一部分實驗）。第二部份實驗則測試消費者多樣性追求的人格特質之干擾效果，並發現該特質會影響消費者的奢華品正品與仿冒品的購買意願。第三部分實驗更進一步探討消費者在不同的消費情境下，以不同的心理帳戶處理、分析情境資訊後在奢華品正品與仿冒品所進行的消費抉擇。

Luxury products are the most representative one that implies someone’s social status and wealth. Luxury brands have attracted a huge number of loyal consumers in the worldwide with its unique brand characteristics and spectacular quality. Meanwhile, these successful luxury brands have not only attracted the consumers but also the counterfeiters who manufactured luxury imitations products and sell at a very low price. Counterfeit luxury has dramatically harmed the luxury market and also changed luxury consumer behavior. Some consumers may attach importance on authenticity values of the authentic luxury products but still be attracted by counterfeit luxuries; and started to own both authentic and counterfeit luxury goods. This phenomena is crucial for marketers, but has rarely been addressed in the literature. We investigated the intention toward different luxury buying behavior from authenticity value, benefits of counterfeits, and also the interactions between them (Study 1). Study 2 found that the personality of variety-seeking moderates the effect of variables from Study 1 and alters consumers’ choice. Study 3 illustrated the trade-off choices made by consumers with possible shopping conditions processed through different mental accounts. As a consequence, this study contributes theoretically, practically, and comes up with directions for future research.

Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgement vi
Table of Contents vii
List of Tables x
List of Figures xvi
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Objectives 7
1.4 Research Questions 8
CHAPTER 2 LITERATURE REVIEW 9
2.1 Luxury 9
2.2 Counterfeit Luxury 12
2.3 Luxury Consumer Behavior 13
2.3.1 Genuine Luxury Consumer Behavior 20
2.3.2 Counterfeit Luxury Consumer Behavior 22
2.3.3 Mixed Luxury Buying Consumer Behavior 25
2.4 Trade-off Choice 26
2.5 Mental Accounting 29
2.6 Optimum Stimulation Level 33
2.7 Hypotheses Inference 35
2.7.1 Authenticity Value 35
2.7.2 Benefits of Counterfeit Luxury 42
2.7.3 Perceived Risk 44
2.7.4 Trade-off Interaction between Independent Variables 46
2.7.5 The Moderating Role of Optimum Stimulation Level (OSL) 51
2.7.6 Trade-off Effect in Mental Account 55
CHAPTER 3 RESEARCH METHODOLOGY 61
3.1 Research Framework 61
3.2 Research Hypotheses 64
3.2.1 Study 1 – Main Effect 64
3.2.2 Study 1 – Trade-off Interaction between Independent Variables 66
3.2.3 Study 2 – Moderating Effect of OSL on Intentions toward DifferentLuxury Buying 67
3.2.4 Study 3 – Trade-off in Mental Accounts 68
3.3 Operational Definition and Measurements of Variables 70
3.3.1 Independent Variables 70
3.3.2 Dependent Variables 81
3.3.3 Moderating Variables 82
3.4 Pilot Studies 84
3.4.1 Pilot Study 1 and Main Study Choice 84
3.4.2 Pilot Study 2 and Mental Account Manipulation 86
3.5 Experiment Design 92
3.6 Subjects and Procedure 101
3.7 Statistical Procedures 102
CHAPTER 4 DATA ANALYSIS AND RESULTS 106
4.1 Descriptive Analysis of Respondents 106
4.2 Reliability Analysis 109
4.3 Manipulation Check 110
4.4 Group Classification 110
4.5 Hypotheses Testing – Study 1 119
4.5.1 Main Effect 119
4.5.2 Trade-off between Interaction Effect 129
4.6 Hypotheses Testing – Study 2 144
4.6.1 Moderating Effect of OSL 144
4.6.2 Additional Analysis 163
4.7 Hypotheses Testing – Study 3 166
4.7.1 Trade-off Effects in Mental Account 166
4.8 Summary of Hypotheses Testing Results 180
CHAPTER 5 CONCLUSIONS 184
5.1 Research Conclusions 184
5.1.1 Need for Authenticity Value on Intention toward Genuine Luxury Buying (H1) 184
5.1.2 Perceived Benefits of Counterfeit on Intention toward Counterfeit Luxury Buying (H2) 185
5.1.3 Perceived Risk on Intention toward Genuine Luxury Buying (H3) 185
5.1.4 Trade-off Interactions between Independent Variables – Price Advantage (H4) 186
5.1.5 Trade-off Interactions between Independent Variables – Social Risk (H5) 187
5.1.6 Moderating Effect of OSL on Intention toward Different Luxury Buying (H6, H7 and H8) 188
5.1.7 Consumers’ Trade-offs under Different Circumstances in Different Mental Accounts (H9, H10 and H11) 192
5.2 Contributions and Implications 196
5.2.1 Contributions 196
5.2.2 Implications 198
5.3 Limitations and Future Research 201
REFERENCE 204
Chinese Reference 204
English Reference 205
APPENDIX 218
Pilot Test 219
Questionnaire 223

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