臺灣博碩士論文加值系統

精品的觀念緣起於十六世紀，直到1980年晚期，精品才逐漸成為一般大眾有能力購買的產品。2009年全球百大品牌排名中進入百大品牌排名的時尚精品品牌高達14個，在這其中的時尚精品品牌大多有銷售服裝產品。值得注意的是H&;M、Zara與Gap等新興的時尚精品品牌卻比傳統的時尚精品品牌排名高，現在的消費者已是否和過去大不相同？消費者對於時尚精品的需求有了改變、中產階級也漸漸擁有購買時尚精品的能力、越來越多人也能夠擁有時尚精品等種種因素。時尚精品品牌服裝業者該如何在這廣大的市場中，利用生活型態將消費者作分群，接著再針對不同的消費者提供不同的行銷策略方案，是本研究所專注的課題。

本研究採用EBM消費者行為模式，將生活型態變數作為時尚精品服裝產業之市場區隔變數，分析時尚精品服裝之年輕消費者的消費者決策過程，提供相關業者作為行銷策略之參考依據。

研究結果發現：時尚精品服裝之年輕消費者可透過生活型態變數分為四個有效的區隔市場；各區隔市場在消費動機與產品評估準則上有顯著差異；在人口統計變數上與訊息來源上無顯著差異；在消費行為上有部份顯著差異。且可知：（1）生活型態可應用於時尚精品服裝業來做市場區隔（2）時尚精品服裝之消費者有其特定之生活型態因素（3）生活型態會影響時尚精品服裝之消費者其特定的購買行為。

More and more people are able to buy luxury goods from the late 1980s. There are 14 luxury brands in “The 100 Top Brands of 2009”, and most of them sell apparel. New luxury brands such as H&M, ZARA and GAP ranked higher than traditional luxury brands. Are consumers today different from those in the past? Many factors such as consumers’ demands for luxury goods have changed. Middle classes are more able to afford to buy luxury goods and more and more people have luxury goods. The study focused on how luxury brands classify consumers according to their life style, and apply the result to market strategy.

The conceptual of framework is based on EBM Consumer Behavior Model, using life style as the segmentation variable to analyze young consumers’ decision making process for buying luxury apparel, and the results can be applied as the reference of market strategy.

The study shows that can separate young people who buy luxury apparel into four segmentations. There are significant differences in purchase motives and product attributes among different segmentations. But no significant difference exists in demographic variables and information sources. Finally, there is a partial significant difference existing in buying behaviors. We learn that the life style can be used to segment variables for luxury apparel, consumers who buy luxury apparel have the specific life style factors, and life style affects consumers’ buying behavior of luxury apparel.

目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
1.1 研究動機與背景 1
1.2 研究目的 3
1.3 研究範圍與對象 3
1.4 研究流程 4
第二章 文獻回顧 5
2.1 精品業相關文獻 5
2.2 消費者行為理論 13
2.3 產品屬性理論 22
2.4 生活型態理論 30
第三章 研究設計 42
3.1 研究架構 42
3.2 研究假設 43
3.3 操作型定義及問卷設計 43
3.4 抽樣設計與問卷發放 48
3.5 資料分析方法 48
第四章 資料分析 52
4.1 樣本結構分析 52
4.2 因素分析 54
4.3 信效度分析 58
4.4 集群分析 60
4.5 各集群在人口統計變數上之分析 63
4.6 各集群在購買動機上之分析 70
4.7 各集群在資訊來源上之分析 71
4.8 各集群在產品屬性上之差異分析 72
4.9 各集群在消費選擇上之分析 73
4.10 生活型態區市場區隔之綜合分析 78
4.11 消費者擁有的時尚精品服裝品牌及個數 79
第五章 結論與建議 82
5.1 研究結果 82
5.2 管理意涵說明 86
5.3 結論 91
5.4 研究限制與後續研究建議 92
參考文獻 93
附錄 99

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