臺灣博碩士論文加值系統

Many kinds luxury fashion brand were reaching they activities around Asia those past years. Consumers choose a luxury fashion brand by using factors which will affect their purchasing intentions. The purpose of this study is to examine the impacts of the personal values, social recognition and demographics on purchase intention of Taiwanese luxury consumers.
A data was collected and a total of 200 respondents were included, after we set up a questionnaire. We conducted data analysis with SPSS 18 and, for a better analyzing we separated our liker scale with our nominal scale factors. Using reliability, correlation, anova analyses, the results indicated that materialism, conformity, need for uniqueness, vanity, need for social status, the purchasing frequency does not have significant impact on attitude with purchasing intentions of luxury fashion goods among Taiwanese consumers. In addition, the correlation test show that materialism and need for social status has significant negative relationship with purchasing intention. The nominal scale factors were analyze using the anova test and the result also show that the education level factor was significant with purchasing intention, other like monthly income, living location and purchasing frequency show an insignificant level with purchasing intention.

ACKNOWLEDGEMENT I
ABSTRACT II
TABLE OF CONTENT III
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER ONE INTRODUCTION 1
1.1 Background and Motives 1
1.2 Problem Statement 5
1.3 Research Question 6
1.4 The Aim and Purpose 7
CHAPTER TWO LITERATURE REVIEW 8
2.1 Definition of Luxury 8
2.2 The Luxury Fashion Brand 10
2.3 Personal Values 11
2.3.1 Consumer Ethnocentrism 11
2.3.2 Materialism 12
2.3.3 Conformity 12
2.3.4 The Need for Uniqueness 13
2.3.5 Vanity 13
2.4 Collective Identification 14
2.4.1 Need for Social Status 15
a Prestige Value 15
b Individual Value 16
c Hedonic Value 16
d Materialistic Value 16
2.5 Demographics 17
2.5.1 Education Level 17
2.5.2 Monthly Income 17
2.5.3 Purchasing Frequency 17
2.5.4 Living Location 18
2.6 Purchasing Intention 18
2.7 Taiwanese Perception on Luxury Product 19
2.8 The Impacts on Luxury Fashion Brands Marketing Strategies 20
2.9 Conceptual Framework 21
CHAPTER THREE METHODOLOGY 23
3.1 Research Model and Hypotheses 23
3.1.1 Ethnocentrism and Purchasing Intention 23
3.1.2 Materialism and Purchasing Intention 24
3.1.3 Conformity and Purchasing Intention 24
3.1.4 Need for Uniqueness and Purchasing Intention 25
3.1.5 Vanity and Purchasing Intention 26
3.1.6 Need for Social Statue and Purchasing Intention 26
3.1.7 Demographics and Purchasing Intention 27
3.2 Survey 28
3.2.1 Sampling Strategy 29
3.2.2 Data Collection 30
3.3 Questionnaire Design 30
CHAPTER FOUR DATA ANALYSIS AND RESULT 34
4.1 Descriptive Statistic 34
4.2 Hypotheses Testing 40
4.3 Reliability Statistic 40
4.4 Correlation Analysis 42
4.5 Regression Analysis 43
4.6 Analysis of Variance Test 44
4.7 Result 44
CHAPTER FIVE CONCLUSION AND DISCUSSIONS 46
5.1 Conclusion 46
5.2 Implications 46
5.3 Limitations 47
REFERENCE 49
APPENDIX 55
QUESTIONNAIRE 55

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