臺灣博碩士論文加值系統

曾經西方公司一度認為中國市場是很難打入的。但現今中國市場的傳統印象正在被翻轉，不只是鎖定新的消費族群外，也對於國際奢華時尚品牌展現出極大的興趣。(Peter et al., 2008) 對物質生活的渴望導致中國消費族群對於全球著名的奢華時尚品牌有著極大的需求。由於全球化對現代社會政治經濟帶來變革，因此奢華時尚品牌就容易被視作為成功、財富和地位的象徵，尤其在現今的中國市場更是如此。 (Peter et al., 2008)
鑒於過去的20年間奢華品牌的發展情形，越來越多的研究關注在消費族群對於奢華品牌的消費現象。
大多數的消費者行為模式被認知為社會影響對消費者購買意願的重要性。為此，本研究旨在探討人際關係如何影響中國消費者的購買意願。
這份研究將計畫行為理論應用在購買意願的具體實例上。感知的行為控制、態度以及主觀意識為消費意願的三個決定性因素，此三項因素充分地應用在本研究之中。為此，本研究從現有文獻中找出另外六項與上述主要因素相關聯的變數:自我監控、品牌起源、獨特性、情感因素、人際規範以及人際間信息接收。
本研究的數據蒐集是透過一個自填式的問卷調查。調查樣本對象是年齡落在18到25歲之間的中國男性以及中國女性。

The Chinese market, once read as inaccessible for companies of the western world, is now modernising its traditional characteristics and targeting a new kind of consumer, keen on international luxury fashion goods (Park et al., 2008). A new thirst for a world-wide material life – style drives Chinese customers to desire international renowned fashion luxury brands, which they see as a symbol of wealth, status and success. (Park et al., 2008).
Spotting the development of luxury products and firms, in the last two decades, academics started giving strong consideration to the phenomenon of luxury consumption. Social influence on customers purchase intentions is documented in most customer behaviour models. This study aims to investigate the way interpersonal influences shape Chinese consumers’ purchase intention.
However, this investigation objective is to apply the Theory of Planned Behaviour conjectures, to the concrete case of purchase intention. The three determinant variables of an unspecified behavioural intention, Perceived Behavioural Control, Attitude and Subjective Norms, their meaning and significances, are successfully applied in those pages to the scenario of purchase intention of this research. To do so, those main variables will be linked to six subs – variable, chosen from all the one in the existing literature that appeared to be relevant in the matter of purchase intention: Self – monitoring, Brand origin, Need for uniqueness, Affective attitude, Normative interpersonal influences, Informative interpersonal influences.
In this study the data collection process has been administrated through a self – administer questionnaire to a sample of Eastern China individuals, male and female, aged between 18 and over 25.

Table of Contents
Dissertation Validation Letter …………………………………………………………i
ACKNOWLEDGEMENTS …………………………………………………………….ii
摘要 …………………………………………………………………………………….iv
Abstract ………………………………………………………………………………...v
1. Introduction ……………………………………………………………………….2
2. Literature review ………………………………………………………………….5
3. Conceptual framework ………………………………………………………….15
a) Self – monitoring and purchase intention 15
b) Brand origin and purchase intention 16
c) Need for uniqueness and purchase intention 16
d) Affective attitude and purchase intention 17
e) Normative interpersonal influences and purchase intention 17
f) Informative interpersonal influences and purchase intention 17
g) The theory of planned behaviour and hypothesis development 19
h) Attitude 20
i) Perceived behavioural control (PBC) 21
j) Subjective Norms (SN) 22
4. Methodology ……………………………………………………………………..24
a) The sample 25
b) The survey: Self – Completion Questionnaire 26
5. Analysis and main Findings …………………………………………………….33
a) Reliability Estimation 34
i. Cronbach’s Alpha 34
b) Main findings 35
i. Purchase Intention 36
ii. Affective attitude 37
iii. Self-monitoring 38
iv. Brand Origin 38
v. Need for Uniqueness 39
vi. Normative Interpersonal Influence 40
vii. Informative Interpersonal Influence 42
c) Multiple Regression 43
i. Subs – hypothesis analysis 43
ii. Hypothesis analysis 46
6. Discussion ………………………………………………………………………...50
a) Self – monitoring 51
b) Need for uniqueness 52
c) Affective attitude 53
d) Normative Interpersonal Influences 53
e) Informative Interpersonal Influences 54
f) Theory of Planned Behaviour for Purchase Intention in Eastern China 55
7. Conclusion and Reflections ……………………………………………………..57
8. Limitations ……………………………………………………………………….60
References ……………………………………………………………………………..62
Appendix ………………………………………………………………………………70
Appendix 1: Ethics Form 70
Appendix 2: Questionnaire (English Version) 76
a. Self – monitoring 76
b. Brand origins 76
c. Need for uniqueness 76
d. Affective attitude 77
e. Normative interpersonal influences 77
f. Informational interpersonal influences 77
Purchase Intention 78
Appendix 3 : Questionnaire (Traditional Chinese Version) 79


 
List of Figures
Figure 1: Theory of planned behaviour relationships 19
Figure 2: Conceptual Framework 22
Figure 1: Conceptual Framework 23
Figure 3: Purchase intention 36
Figure 4: Affective attitude 37
Figure 5: Self-monitoring 38
Figure 6: Brand origin 38
Figure 7: Need for uniqueness 39
Figure 8: Normative interpersonal influence 40
Figure 9: Informative interpersonal influence 42

 
List of Tables
Table 3 Questionnaire Reliability 35
Table 4: Variables Reliability 35
Table 5: Calculated Probability 44
Table 6: Regression Model, Variables 44
Table 7: Prediction Model 1 45
Table 8: Calculated Probability 47
Table 9: Multiple regression: TPB 47
Table 10: Prediction Model2 48

Ajzen, Icek (1991). "The theory of planned behavior". Organizational Behavior and Human Decision Processes. 50 (2): 179–211.
Asian Beuty. (2017). 2nd ed. [ebook] HarperCollins, 2001. Available at: https://books.google.co.uk/books?id=mdH3PAAACAAJ&dq=asian+beauty&hl=it&sa=X&redir_esc=y [Accessed 6 Sep. 2017].
Asian Beauty Secrets: Ancient and Modern Tips from the Far East. (2017). 1st ed. [ebook] Available at: https://books.google.co.uk/books?id=18yydh8Stx4C&printsec=frontcover&dq=asian+beauty&hl=it&sa=X&redir_esc=y#v=onepage&q=asian beauty&f=false [Accessed 9 Sep. 2017].
Atsmon, Y. and Dixit, V., 2009. Understanding China’s wealthy. McKinsey Quarterly, 4, pp.32-33.
Bain & Company. 2012 Luxury Goods Worldwide Market Study. Milan, 15 October 2012.
Barnes, B.R., Kitchen, P.J., Spickett-Jones, G. and Yu, Q., 2004. Investigating the impact of international cosmetics advertising in China. International Journal of Advertising, 23(3), pp.361-387.
Barnes, B.R., Siu, N.Y., Yu, Q. and Chan, S.S., 2009. Exploring cosmetics advertising in southern China: An investigation of Hong Kong and Shenzhen. International journal of Advertising, 28(2), pp.369-393.
Bearden, William O., Richard G. Netemeyer, and Jesse E. Teel (1989), “Measurement of consumer susceptibility to interpersonal influence,” Journal of Consumer Research, 15 (4), 473-81.
Belloc, H. (1967). On. Freeport, N.Y.: Books for Libraries Press.
Bian, Q. and Forsythe, S., 2012. Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), pp.1443-1451.
Blaikie, N. (2010) Designing Social Research. 2nd Ed. Cambridge: Policy
Bryman, A., Bell, E. (2007) Business Research Methods. 2nd Ed. Oxford: Oxford University Press.
Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and normative social influence in buyer behavior,” Journal of Consumer Research, 2 (3), 206-15.
Buying Beauty: Cosmetic Surgery in China. (2017). [ebook] Available at: https://books.google.co.uk/books?id=l8g1W5CKmDUC&printsec=frontcover&dq=beauty+in+china&hl=it&sa=X&ved=0ahUKEwjT_-6Jr5jWAhUEKVAKHZiMAeAQ6AEIWDAH#v=onepage&q=beauty in china&f=false [Accessed 18 Aug. 2017].
Checchinato, F., Colapinto, C. and Giusto, A., 2013. Advertising in a luxury fashion magazine: a comparison between Italy and China.
Chevalier, M. and Mazzalovo, G., 2008. Luxury brand management: a world of privilege. John Wiley & Sons.
Cohen, C. And Eisenberg, E., China’s Luxury Cosmetic Market: Understanding Chinese Consumers and Identifying Opportunities and Challenges.
Commuri S., The impact of counterfeiting on genuine-item consumers’ brand relationships Journal of Marketing, 73 (2009), pp. 86-98
Daxue Consulting, (2013). What are the differences between Chinese and Western consumers for luxury goods? [Online] Available at: http://daxueconsulting.com/what-are-the-differences-between-chinese-and-westernconsumers-for-luxury-goods [last access 10/10/2017].
Degen, R.J., 2009. Opportunity for luxury brands in China. Journal of Brand Management, 6(3/4), pp.75-85.
Dillman, D. A., (2000). Mail and Internet Surveys: The Tailored Design Method. second version ed. s.l.:New York: Wiley .
Dirlik, A., 2001. Markets, culture, power: the making of a “second cultural revolution” in China. Asian Studies Review, 25(1), pp.1-33.
Donzé, P.Y. and Fujioka, R., 2015. European luxury big business and emerging Asian markets, 1960–2010. Business History, 57(6), pp.822-840.
Dubois, B. and Duquesne, P., 1993. The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), pp.35-44.
Dubois B., Czellar S, Laurent G., Consumer segments based on attitudes toward luxury: Empirical evidence from twenty countries Marketing Letters, 16 (2005), pp. 115-128
Epstein, S. (1980), “The self-concept: a review and the proposal of an integrated theory of personality”, in Staub, E. (Ed.), Personality: Basic Issues and Current Research, Prentice-Hall, Englewood Cliffs, NJ.
Faure, G.O. and Fang, T., 2008. Changing Chinese values: Keeping up with paradoxes. International business review, 17(2), pp.194-207. Faure, G.O. and Fang, T., 2008. Changing Chinese values: Keeping up with paradoxes. International business review, 17(2), pp.194-207.
Forbes, (2015). Eight Surprising Facts About the Chinese Luxury Consumer. [Online] Available at: http://www.forbes.com/sites/onmarketing/2015/07/07/eight-surprising-facts-aboutthe-chinese-luxury-consumer/2/#992a6773798a [last access 14.11.2017]
GLOBAL BEAUTY INDUSTRY TRENDS IN THE 21st CENTURY. (2013). [pdf] Maria Curie-Sklodowska University, Poland: Management, knowledge and learning. Available at: http://www.toknowpress.net/ISBN/978-961-6914-02-4/papers/ML13-365.pdf [Accessed 14 Sep. 2017].
Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Wiedmann, K.P. and Hennigs, N., 2013. A cross-cultural exploratory content analysis of the perception of luxury from six countries. Journal of Product & Brand Management, 22(3), pp.229-237.
Hopkins, B.E., 2007. Western cosmetics in the gendered development of consumer culture in China. Feminist Economics, 13(3-4), pp.287-306.
Hung, K.P., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R. and Chou, C.L., 2011. Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), pp.457-467.
Illustrated Encyclopedia of World Costume. (n.d.). [ebook] Available at: https://books.google.co.uk/books?id=UdP_sSKIxf0C&pg=PA119&dq=europe+cosmetics&hl=it&sa=X&ved=0ahUKEwjn7vaWsZjWAhUFLlAKHWxYAf4Q6AEIXzAI#v=onepage&q=europe cosmetics&f=false [Accessed 13 Aug. 2017].
Jiang, L. and Cova, V. (2017). Love for Luxury, Preference for Counterfeits –A Qualitative Study in Counterfeit Luxury Consumption in China. [online] Dx.doi.org. Available at: http://dx.doi.org/10.5539/ijms.v4n6p1 [Accessed 16 Sep. 2017].
Jing Daily, In China, Premium Cosmetics Surpassed Mass Beauty Brands in 2016, Yiling Pan @SiennaPanJune 14, 2017
Kastanakis, M.N. and Balabanis, G., 2012. Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, 65(10), pp.1399-1407.
Kuang‐peng Hung, Annie Huiling Chen, Norman Peng, Chris Hackley, Rungpaka Amy Tiwsakul, Chun‐lun Chou, (2011) "Antecedents of luxury brand purchase intention", Journal of Product & Brand Management, Vol. 20 Issue: 6, pp.457-467
Li, E.P., Min, H.J. and Belk, R.W., 2008. Skin lightening and beauty in four Asian cultures. ACR North American Advances.
Li, G., Li, G. and Kambele, Z., 2012. Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), pp.1516-1522.
Łopaciuk, A. and Łoboda, M., 2013, June. Global beauty industry trends in the 21st century. In Management, Knowledge and Learning International Conference (pp. 19-21).
Lu, P. (2013). Elite china. Hoboken, N.J.: Wiley.
Luxury fashion consumption in China: Factors affecting attitude and purchase intent. (2013). Journal of Retailing and Consumer Services, 20(1), pp.68-79.
LUXURY GOODS WORLDWIDE MARKET STUDY A time to act: How luxury brands can rebuild to win. (2017). [pdf] Bain & Company. Available at: https://pdfs.semanticscholar.org/bce3/ba77011a7277a50cf56930da140015471fa7.pdf [Accessed 16 Sep. 2017].
Man, K.W.E., 2000. Female bodily aesthetics, politics, and feminine ideals of beauty in China.
Make-Up, Skin Care and Beauty Product Markets in Western Europe to 2017 - Market Size, Trends, and Forecasts. M2 Presswire, 29 November 2013
Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods? (2015). Journal of Retailing and Consumer Services, 26, pp.1-10.
Mourali, Mehdi, Michel Laroche, and Frank Pons (2005), “Individualistic orientation and consumer susceptibility to interpersonal influence,” Journal of Services Marketing, 19 (3), 164-73.
Nueno JL, Quelch JA. The mass marketing of luxury. Business Horizons 1998;41(6):61–8.
Nunnally JC, Bernstein I. Psychometric theory. NY: McGraw-Hill; 1994.
O’cass, H. Frost, Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. The Journal of Product and Brand Management, 11 (2002), pp. 67-88.
Park CW, Young SM. Consumer response to television commercials: the impact of involvement and background music on brand attitude formation. Journal of Marketing Research 1986;23(2):11–24.
Pierre-Yves Donzé & Rika Fujioka (2015) European luxury big business and emerging Asian markets, 1960–2010, Business History, 57:6, 822-840
Quinlan, C. (2011) Business Research Methods. Andover: Cengage Learning
Shukla, P., 2011. Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of world business, 46(2), pp.242-252.
Sniehotta, F.F. (2009). An experimental test of the Theory of Planned Behavior. Applied Psychology: Health and Well-Being, 1(2), 257–270.
Weil, J, 2017. Beauty''s Top 100. WWD, Vol.198, 33
Who is the Chinese consumer? Segmentation in the People''s Republic of China. (1997). European Management Journal, 15(2), pp.191-194.
Wong N.Y., A.C. Ahuvia, Personal taste and family face: Luxury consumption in Confucian and Western societies, Psychology and Marketing, 15 (1998), pp. 423-441
Xiao, G., & Kim, J. O. (2009). The investigation of Chinese consumer values, consumption values, life satisfaction, and consumption behaviours. Psychology & Marketing, 26(7), 610-624.
Xu, J., 2013. The Rise of Middle Class Luxury Consumption in China.
Ying Wang, Shaojing Sun, Yiping Song (2010), Motivation for luxury consumption: Evidence from a metropolitan city in China, in Russell W. Belk (ed.) Research in Consumer Behavior (Research in Consumer Behaviour, Volume 12) Emerald Group Publishing Limited, pp.161 – 181.
Wilcox K., H.M. Kim, S. Sen, Why do consumers buy counterfeit luxury brands?, Journal of Marketing Research, 46 (2009), pp. 247-259
Zhan, L. and He, Y., 2012. Understanding luxury consumption in China: Consumer perceptions of best-known brands. Journal of Business Research, 65(10), pp.1452-1460.
Zhou, N. and Belk, R.W., 2004. Chinese consumer readings of global and local advertising appeals. Journal of Advertising, 33(3), pp.63-76.