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研究生:王安邑
研究生(外文):An-Yi Wang
論文名稱:文化差異對消費者購買奢侈品自用和送禮的意圖之影響:以德國和台灣為例
論文名稱(外文):INFLUENCE OF INTERCULTURAL DIFFERENCES OF CONSUMER INTENTIONS TO PURCHASE LUXURY BRAND PRODUCTS FOR SELF-USE AND FOR GIFTS USING THE EXAMPLES OF GERMANY AND TAIWAN
指導教授:孫碧娟孫碧娟引用關係
指導教授(外文):Pi-Chuan Sun
口試委員:孫碧娟
口試委員(外文):Pi-Chuan Sun
口試日期:2015-07-22
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:2015
畢業學年度:103
論文頁數:207
中文關鍵詞:關係奢侈品牌追求地位購買全球奢侈品牌的意圖面子
外文關鍵詞:Intention to Purchase A Luxury BrandGuanxiMianziLuxury BrandsStatus Seeking
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根據馬斯洛的需求層次,人們主動追求更高層次的社會滿意、經驗信心,並再基本的生理需求獲得滿足後,尋求別人的尊重。因此,追求地位將可成為尋找較高社會認可的一個例子。現今人們不只購買生活必需品,也為其他因素而消費,例如:人們購買奢侈品是為了保留面子、維持良好關係和追求更高的地位。在亞洲社會送禮在與他人建立關係時扮演一重要角色。相反地,根據以往的研究和親身的經歷,送禮這樣的行為在西方社會可能是不恰當的。因此,身為一個在德國念研究所的台灣學生,應該有優勢可以藉由我的學習課程仔細研究雙方;加上,目前還未有台灣和德國之間類似的研究。
本研究旨在探討追求地位、對奢侈品牌的態度、面子、關係、購買全球奢侈品牌自用的意圖、購買全球奢侈品牌送禮的意圖之關係。並以面子和關係為調節變數來檢驗其帶來的調節效果。本研究以德國和台灣年滿18歲的消費者,並有購買奢侈品的經驗或未來有可能購買的打算為研究對象,總回收134份,經刪除遺漏作答及規則性作答等無效問卷後,有效問卷為134份,有效回收率為100%。
實證結果顯示,追求高地位的人對全球奢侈品牌有正面的態度,此外,對奢侈品牌的態度和面子會影響消費者對於購買全球奢侈品牌自用和送禮的意圖,但關係並不會影響此意圖。另外,面子和關係並沒有調節效果。國家比較的部分,台灣消費者較有可能追求地位、面子,並且有較高購買全球奢侈品牌自用和送禮的意圖。
According to Maslow's Hierarchy of Needs, people are motivated to seek a higher value of social satisfaction, experience confidence, and acquire the respect of others after having met the more basic physiological needs. Therefore, status seeking would qualify as one example of looking for higher social acceptance. Nowadays people not only buy things which they require for basic living, but also for some other purposes, for example, based on previous literature and this study, people purchase luxury products to save/keep mianzi (face), maintain good guanxi (connection), and pursue higher status. It is obvious that gift giving plays a crucial role in building relationships with others in Asian society. On the contrary, based on previous studies and also personal experience such gift giving might even be inappropriate in western society. As a result, being a Taiwanese student doing my second year master’s study in Germany, should have advantages and allow me a closer look at both sides through my course of study.
The research is mainly exploring the relationship between status seeking, attitudes toward luxury brands, mianzi, guanxi, intention to purchase a luxury brand for self use and intention to purchase a luxury brand for gift giving. Also, through setting two moderators, mianzi and guanxi, testing will show whether they will have a moderating effect on purchasing or not. The participants are consumers from Germany and Taiwan who are over 18 years old and might have experience with purchasing luxury brand products or might have the intention to purchase them in the future. The total retrieve and valid questionnaire is 134, so the effective return rate is 100%.
The result shows that high status seeking people would have positive attitudes toward global luxury brands. Besides, both attitudes toward global luxury brands and mianzi would affect consumers' intention of buying luxury products for self use and gift giving but no influence is shown from guanxi. Yet, mianzi and guanxi have no moderating affect. As for comparison by country, Taiwanese consumers are more likely to seek for higher status, to save and keep mianzi, and also having more intention to purchase a luxury brand for self use and gift giving.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究程序 3
第貳章 文獻探討 6
第一節 奢侈品與對奢侈品牌的態度 6
第二節 面子與關係 9
第三節 唯物主義和享樂主義 11
第四節 對送禮的態度 12
第五節 消費文化、價值觀和地位追求的角色 14
第參章 研究方法 18
第一節 消費研究架構 18
第二節 研究假設 19
第三節 研究變數定義及衡量問項 23
第四節 抽樣設計 31
第五節 問卷前測分析 32
第六節 資料分析方法 32
第肆章 資料分析與結果 35
第一節 正式問卷基本資料結果 35
第二節 信度與效度分析 42
第三節 假設驗證 48
第四節 調節變數之影響 50
第五節 國家比較 53
第六節 結果討論 55
第伍章 結論與建議 59
第一節 研究結果 59
第二節 研究貢獻與管理意涵 61
第三節 研究限制與未來研究建議 62
參考文獻 64
附錄(問卷) 76
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