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研究生:鄭育昕
研究生(外文):Yu-hsin Cheng
論文名稱:需求獨特性與自我監控對奢侈品牌購買行為影響之研究
論文名稱(外文):THE IMPACT OF NEED OF UNIQUENESS AND SELF-MONITORING ON LUXURY PURCHASING BEHAVIOR
指導教授:楊浩二楊浩二引用關係
指導教授(外文):Hao-erl Yang
口試委員:楊浩二
口試委員(外文):Hao-erl Yang
口試日期:2014-01-15
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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:2014
畢業學年度:102
論文頁數:130
中文關鍵詞:需求獨特性奢侈品
外文關鍵詞:need of uniquenessluxury
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台灣雖然處於經濟不景氣的狀態下,但隨著生活品質的提高,人們對於物質上
的享受逐漸成長,而在奢侈品的消費有著顯著的提升,其中青少年加入奢侈品購買
的行列有助奢侈品消費的成長。有許多國內外學者研究影響購買奢侈品行為的因
素,但對於青少年購買奢侈品行為的研究則少。本研究的研究以大學學生族群為主
要對象,來探討影響學生族群在經濟能力不足的情況下,購買奢侈品行為的因素,
其因素如需求獨特性、自我監控、社會機能態度、購買行為,並且檢視在學生族群
中,影響男、女性對於購買奢侈品行為的因素是否有所差異。研究結果可提供販售
或製造奢侈品的廠商對於未來大學學生市場的行銷策略參考。
本研究採用網路問卷調查方式收集資料,共取得229 份有效問卷,並使用SPSS
18.0 版及AMOS 18.0 進行資料統計分析。其題項如以需求獨特性「奢侈品具有創造
性」、自我監控「在社交情況下,若我認為有必要,我會有能力調整我的行為」、社
會機能態度「奢侈品可以幫助我融入重要的社交場合」、購買行為「擁有奢侈品表示
ii
財富的象徵」為受訪者在各個構念最同意之題項。
研究結果顯示需求獨特性對社會機能態度有正向影響。社會機能態度對購買行
為有正向影響。但自我監控對社會機能態度無顯著影響以及社會機能態度對於購買
行為不受性別的干擾。
關鍵字:需求獨特性、自我監控、社會機能態度、購買行為
Although Taiwan is in a state of recession, but with improved caution of quality
of life , the need of people is gradually growing , and the consumption of luxury
goods has significantly improved. With young people join the ranks of luxury
purchase, they helped the growth of luxury consumption. Early studies had found
many factors that impactd purchasing behavior of luxury goods, but less in the study
in the purchasing behavior of luxury of young people. With the data collected from
university students, this study intends to explore the factors that affect student's
purchasing behavior of luxuries. The factors include need of uniqueness,
self-monitoring , social function attitude, and purchase behavior.
ii
This study used questionnaires to collect data online. A total of 229 valid
questionnaires returned were analyzed with SPSS 18.0 and AMOS 18.0. The results
show that Need of Uniqueness has a positive impact on the Social Function Attitude.
Social Function Attitude toward Purchase Behavior has a positive impact. However,
there is no significant impact from self-monitoring to social function attitude and
gender was not a moderator in this study.
Keywords: Need of uniqueness, Self-Monitoring, Social-function attitude, Purchase
behavior.
摘要 i
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究動機 2
第二節 研究目的 4
第三節 研究流程 6
第二章文獻探討 7
第一節 需求獨特性 7
第二節 自我監控 10
第三節 社會機能態度(自我表達態度和自我表現態度)13
第四節 性別 15
第五節 購買行為 16
第六節 奢侈品 17
第三章 研究方法 19
第一節研究架構 19
第二節 研究假設 19
第四章 資料分析 23
第一節 描述性統計 23
第二節 敘述性統計 24
第三節 驗證性因素分析 26
第四節 信效度分析 30
第五節 結構方程模式分析 32
第六節 路徑分析 36
第七節 干擾效果 39
第五章 結論 40
第一節 結論 40
第二節 管理意涵 41
第三節 限制及建議 42
參考文獻 44
附錄一 51
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