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研究生:趙冠宜
研究生(外文):Chao Kuan Yi
論文名稱:性別對涉入程度的影響研究-以皮件奢侈品為例
論文名稱(外文):The involvement research of gender-The case of luxury product
指導教授:鍾志明鍾志明引用關係
指導教授(外文):Chung Chih Ming
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:143
中文關鍵詞:性別奢侈品涉入
外文關鍵詞:genderluxury productinvolvement
相關次數:
  • 被引用被引用:4
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  隨著國民所得的增加及資訊傳播的快速,再加上國民出國旅遊的頻繁,因此對國外奢侈品品牌的熟悉度也逐漸增加;而歐洲、美國、日本一直以來也都是引領流行趨勢的發源地,現在國人認為持有國際流行奢侈品品牌是一種時尚流行的表徵,因此使得國民樂於購買國外奢侈品品牌之產品;再加上現在年輕世代對於奢侈品的消費能力增加,而針對這個消費族群為了購買奢侈品所衍伸出的各種社會現象,讓人對於奢侈品所擁有的魅力感到相當不可思議。
  但購買奢侈品不再是女性的專利,漸漸的我們也不難發現到在雜誌市場中,也開始有許多是以男性為主的時尚流行雜誌,甚至是電視頻道,也都有在製作一些教導男生穿衣服哲學和選擇合適皮件的節目。男性的奢侈品市場也已開始快速成長,因此男性購買奢侈品時的涉入行為和女性有何不同,也就成為業者與學界所開始關心的議題。
  因此,本研究採取問卷調查的方式,針對皮件奢侈品的使用者進行資料收集,來探討男女使用者對皮件奢侈品的涉入攸關程度、涉入前因及後果之差異性,進行全面性的了解及探討。調查對象設定為針對皮件奢侈品的使用者,共計回收有效問卷145份。研究結果發現:
  一、年輕世代對於奢侈品的消費能力增加。
  二、名牌奢侈品的擁有已經不再是上層階級的專利。
  三、男性使用奢侈品的比例逐漸升高,且涉入程度較女生高。
  四、奢侈品的消費者著重在產品資訊搜集的方便性及購物的便利性。
  五、皮件消費者偏好至實體通路消費。
  六、男性使用者普遍認為購物時間充裕。
  七、女性使用者普遍認為使用產品的經驗豐富,並重視產品之功能。
  八、女性使用者較男性重視使用及購買的情境。
  九、男性的品牌忠誠度比女生高。
  十、資訊來源男性著重在口碑推薦。
  十一、皮件奢侈品的時尚潮流感,皆會引起男女消費者的熱列追求。
  十二、個人過去的記憶及經驗,所產生的個人相關知識,對涉入是有影響的。
  Our people are becoming familiar with foreign luxury brand along the growth of GDP and fast information distribution. Also, people frequently travel in Europe, US, and Japan where initiate the modern fashion trend. Nowadays, people think of having international luxury brand product as a symbol of fashion and taste. Therefore, they are willing, even pleased, to purchase them. Moreover, the purchasing power of younger generation has been rising. Luxury product seems to have incredible attraction on young people. All kinds social behavior are developed when young people trying to purchase luxury products.
  Furthermore, not only women purchase luxury products, but men do so as well. The market of male luxury product has recently been growing fast. Therefore, the difference between men’s and women’s purchasing behavior on luxury product has become an important topic for discussion in industrial world and academic world.
  Therefore, in order to have a full-aspect understanding about how male and female differ in the level, reason, and consequence when being involved with the luxury products, I conduct a survey questionnaire on users of luxury products and received 145 effective samples. The survey indicates the following,
  1.The purchasing power of young generation on luxury product is growing.
  2.Owning luxury products is no longer a proprietary right of higher society.
  3.The percentage of male using luxury product is rising, but the female has higher involvement level.
  4.The consumers of luxury product focus on the convenience of product data collection and shopping.
  5.Luxury product consumers favor channel shopping.
  6.Male users generally assume they have enough time for shopping.
  7.Female users generally have rich experience of using luxury products and care about the function of product.
  8.Female users value the atmosphere of shopping more than male users do.
  9.Male users have higher brand loyalty then female users.
  10.Male users focus on the public praise of product.
  11.The feel of trendy provided by the luxury product attract both male and female consumers.
  12.Personal experience, memory and related knowledge have impact on involvement level of luxury product.
第一章 緒論................................................................................................................1
第一節 研究背景及動機........................................................................................1
第二節 研究目的....................................................................................................3
第二章 文獻探討........................................................................................................4
 第一節 性別與時尚的定義....................................................................................4
 第二節 奢侈品的定義............................................................................................7
 第三節 奢侈品產業的市場..................................................................................13
 第四節 涉入的定義..............................................................................................29
 第五節 涉入的分類..............................................................................................34
 第六節 涉入的理論架構......................................................................................40
 第七節 涉入的衡量..............................................................................................46
第三章 研究設計......................................................................................................57
 第一節 研究架構..................................................................................................57
 第二節 研究假設..................................................................................................61
 第三節 變數定義及衡量......................................................................................66
 第四節 資料搜集..................................................................................................69
 第五節 分析工具………………..........................................................................71
第四章 資料分析………………………………………………………………….73
 第一節 樣本基本資料分析…………………………………………….……….73
 第二節 消費者購買特性分析………………………………….……………….81
 第三節 信度與效度分析……………………………………….……………….95
 第四節 假設驗證……………………………………………….……………….97
 第五節 研究假說檢定結果整理……………………………….……………...120

第五章 結論與建議…………………………………………..…………………..121
 第一節 研究結論……………………………………..………………………..121
 第二節 管理意涵與實務建議………………………………………..………..125
 第三節 研究限制…………………………………..…………………………..127
 第四節 後續研究建議……………………………………………..…………..127
參考文獻....................................................................................................................128
附錄:正式問卷………………………….…………………………………..…….140
 
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