臺灣博碩士論文加值系統

摘要
微利時代的來臨，科技產業面臨激烈競爭，然而2003年法國LVMH集團卻創總營收119億歐元，這顯示了奢華產業前景看俏，奢華品牌的經營策略是值得探究的。本研究為探討消費者行為，建構虛榮特性、價格知覺與品牌購買意願關聯性之研究模式。
本研究主要以文獻及問卷調查來進行研究，本文主要參考文獻有國外學者Netemeyer et al.(1995)、國內學者張威龍(2000)所提出之虛榮特性主張，Zeithaml (1988)與 Lichtenstein et al.(1993)之價格知覺特性，及 Jennifer Aaker(1996)、Kotler(1999) 品牌購買意願特性等相關文獻。
本研究構建與驗證虛榮特性、價格知覺模式並探討其對品牌購買意願的關係。特別的是本研究發展並應用多重構面量表衡量消費者虛榮特性，並整合價格知覺所產生的影響，以探討影響消費者品牌購買意願影響因素及其因果關係為何。
本研究首先探討各項潛在變數的概念與定義而提出理論模式。接著驗證理論模式在服飾業的適配性，對服飾業進行資料蒐集與分析。本研究以線性結構模式(LISREL)，就服飾業進行衡量模式與因果模式之適配性驗證，並檢定所探討之研究假說。
研究結果顯示，潛在外生變數透過中介變數，確實直接與間接影響消費者品牌購買意願，驗證結果：1.消費者愈具外表關懷虛榮特性對價格知覺具有正向顯著之影響。2.消費者愈具成就關懷虛榮特性對價格知覺中之價格意識呈現負向顯著的影響；對價值意識、價格品質基模與聲望敏感具有正向顯著之影響。3.消費者成就關懷虛榮特性對價值意識、價格品質基模與聲望敏感具有正向顯著的影響。4.消費者價格知覺的價值意識、價格品質基模與聲望敏感對品牌購買意願具有正向顯著的影響。5.身體外表關懷虛榮特性的消費者對品牌購買意願具有正向的影響。6.成就關懷虛榮特性的消費者對於品牌購買意願具有正向的影響。
關鍵詞：虛榮特性(Vanity Trait),價格知覺(Price Perception),品牌(Brand),購買意願(Purchase Intention )

Abstract
As the era of low margin approaches, the technology industry encounters keen competition. However the LVMH Enterprise enabled total revenue of 11.9 billion Euros, revealing promising prospects for the luxury industry. The marketing strategy of luxury products is thus worthy of researching. This study discusses the consumer behavior with relevant development of vanity trait, price perception, and purchase intention as the research framework..
This research is carried out through studies of literature and question survey. Main references include Netemeyer et al. (1995)、the domestic scholar Zhang''s Wei Long (2000) vanity traits put forward are advocated, the price Perception traits of Zeithaml (1988)＆Lichtenstein (1993)，and Jennifer Aaker(1996)、Kotler(1999).
This research emphasizes with developing and verifying the model of vanity trait and price perception and discusses its relationship with purchase intention. In particular, vanity trait of customers is measured by using a multiple-items scale. In The effects of price perception is integrated for discussing the factors and causality of what affects consumers’ purchase intention.
This study first discussed the concepts and definitions of various latent independent variables to propose a theoretical model. Then the theoretical model was verified in the fit index of fashion industry as data was collected and analyzed. The method of linear structure relations (LISREL) was employed to confirm the fitness of judgment pattern and causality model in fashion industry and to test the hypothesis. The results indicate that all testable hypotheses are supported by statistical significant.
The analysis of the results indicates that latent independent variables with intervening variables indeed have direct and indirect effects on purchase intentions of consumers. Verification shows that:
1. Vanity trait and appearance concern of consumers affect price perception positively and directly.
2. Vanity trait and achievement concern affect price consciousness in price perception negatively positive effect.
3. Vanity trait and appearance concern affect price consciousness, price quality schema and reputation sensitivity positively and directly.
4. Price perception of consumers affects purchase intention positively and directly.
5. Consumers with appearance concern and vanity traits affect the purchase intention directly.
6. Consumers with achievement concern and vanity trait affect the purchase intention directly.

Keyword： Vanity Trait, Price Perception, Brand, Purchase Intention

目錄
論文中文摘要 IV
論文英文摘要 VI
誌謝 VIII
表目錄 XI
圖目錄 XIII

第一章 緒論 01
第一節　研究背景與動機 01
第二節　研究目的 04
第三節　研究方法與步驟 05
第二章 文獻探討與命題推演 08
第一節　虛榮特性 08
第二節　價格知覺 15
第三節　品牌 22
第四節　購買意願 28
第五節　時尚 33
第六節　虛榮特性、價格知覺與品牌購買意願之關係 39
第三章　研究方法與設計 45
第一節　研究架構 45
第二節　變數的操作性定義與衡量 46
第三節　研究假說(Hypothesis) 48
第四節　問卷設計與資料蒐集 50
第五節　資料分析方法 57
第六節　預試 69
第四章　研究分析與結果 70
第一節　樣本結構分析 70
第二節　信度與效度分析 79
第三節　因素分析 84
第四節　線性結構模式分析 88
第伍章　結論與建議 104
第一節　研究結論 104
第二節　理論與管理意涵 107
第三節　研究限制 112
第四節　研究建議 113
參考文獻 115
研究問卷 122
簡歷 125

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