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研究生:陳怡靜
研究生(外文):Yi-Chimg Chen
論文名稱:消費價值觀、流行消費觀與消費者奢華態度對消費者購買奢侈品行為影響之研究
論文名稱(外文):Customer value, Fashion consumption and Attitude toward luxury with Consumer Behavior on Buying Luxury Products Aircraft Industry
指導教授:謝佳宏謝佳宏引用關係
指導教授(外文):Chia-Hung Hsieh
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:69
中文關鍵詞:奢侈品消費者奢華態度消費價值流行消費
外文關鍵詞:Fashion consumptionAttitude toward luxuryLuxury ProductsCustomer value
相關次數:
  • 被引用被引用:8
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
奢侈品在現今消費者的心理扮演著重要的角色。近年來 ,精品業仍持續成長,帶動這平民化成長,即是「奢侈平民化」所帶動的龐大奢侈品需求,奢侈品消費者已不再僅限於高所得與高地位的菁英族群,而更包括將消費升級(Trading Up)的中產階級與年輕族群。這股新興的消費勢力在全球逐漸形成。
本研究經由便利抽樣共搜集到347位,其研究對象為一般消費者,發放時間為2月到4月,發放方式採郵件寄送和網路發送,並採用線性結構關係模式進行資料分析與假說檢定。研究結果指出消費價值中其效用價值對消費者奢華態度具有正向關係;流行消費中其社會價值對消費者舊奢華態度具有正向關係。故本研究發現針對舊奢華消費者,企業需檢視自己是否擁有創造相稱價值的能力和提案能力。而針對新奢華消費者,企業需檢視自已是否能夠建構可以與這個階層對應的收益結構,能夠提供低成本、高感覺的價值。透過在低價格業態中,加入附加價值,不單單追求便宜。商品的價格雖低,還是要加入一些附加價值,才能滿足中低階層的需求。且在既有的固定商品中,多加一份實用性和機能性,就能創造出符合中下階層生活型態所需的商品。
In today''s luxury consumer psychology plays an important role. In recent years, the boutique industry continued to grow, driven civilians of this growth, which is "luxury civilians," driven by the huge demand for luxury goods, luxury consumers are no longer limited to high-income and high status of elite groups, Will include more consumer upgrade (Trading Up), the middle class and young populations. This emerging consumer forces in the world gradually taking shape.
This study by the convenience sample collected a total of 347 of the study and use of linear structure models for data analysis and hypothesis testing. The study concluded that consumption value of its effectiveness in the value of the luxury consumer has a positive attitude; popular consumption in the social values of their old luxury consumer has a positive attitude towards relations. This study found that for older luxury consumers, enterprises need to see whether they have the ability to create value commensurate with ability and sponsors. And the new luxury consumers, enterprises need to view their own whether to build this class with the corresponding receipts structure, able to provide low-cost, high sense of value. Form through the low price, by adding additional value, not just the pursuit of cheaper. Although low commodity prices, or to add some additional value in order to meet the needs of low-class. And the existing fixed commodity, a more practical and functional, we can create with the lower and middle class life style required of goods.
目 錄 I
圖 目 錄 V
表 目 錄 VI
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 2
1.4 研究流程 3
第二章 文獻探討 4
2.1 消費價值之相關文獻回顧 4
2.1.1價值的意義 4
2.1.2消費價值內涵 4
2.1.3消費價值的分類 5
2.1.4本節文獻小節 7
2.2 流行消費之相關文獻回顧 7
2.2.1 流行消費的定義 7
2.2.2 流行意識之形成及其方向 10
2.2.3 本節文獻 11
2.3 奢華與奢侈品之相關文獻回顧 11
2.3.1 奢華的定義 11
2.3.2 奢華的相關特徵 12
2.3.3 奢侈品的定義 13
2.3.4 奢侈品的分類 14
2.3.5 本節文獻小節 14
2. 4 消費者奢華態度之相關文獻回顧 14
2.4.1 消費者奢華態度的定義 14
2.4.2 本節文獻小節 15
第三章 研究方法 16
3.1 研究架構 16
3.2 研究假說 17
3.2.1 消費價值觀對消費者的奢華態度之關係 17
3.2.2 流行消費對消費者的奢華態度之關係 18
3.2.3 消費者的奢華態度對奢華購買型態影響之關係 18
3.3 變數的操作性定義與衡量 19
3.3.1 消費價值的操作性定義與衡量 19
3.3.2 流行消費的操作性定義與衡量 20
3.3.3 消費者奢華態度的操作性定義與衡量 20
3.3.4 對奢華購買型態的操作性定義與衡量 21
3.3.5抽樣對象 22
3.4 分析方法 22
3.4.1敘述統計 22
3.4.2 困素分析(Factor Analysis) 22
3.4.3 信度(Reliability)分析 22
3.4.5 效度(Validity)分析 23
3.4.6 線性結構關係模式(LISREL,LInear Structure RELation) 24
第四章 實證結果分析 25
4.1 敘述統計 25
4.1.1 樣本結構分析 25
4.1.2 敘述性統計分析 26
4.2 資料分析方法 28
4.2.1 各量表之探索性因素分析 28
4.2.2 驗證性因素分析 33
4.2.3 信度分析 38
4.2.4 效度分析 39
4.2.5 相關分析 40
4.3 研究假設檢定---LISREL 41
4.3.1 整體模式配適度檢定 42
4.3.2 結構方程式估計結果 42
4.4 討論 49
第五章 結論與建議 50
5.1 研究發現與結論 50
5.1.1 線性結構關係模式分析之結論 50
5.2 研究限制與未來研究方向 51
5.2.1管理建議 51
5.2.2 研究限制 51
5.2.3未來研究方向 52
參考文獻 53
附錄 問卷 57
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