臺灣博碩士論文加值系統

Abstract
The luxury goods industry revenue is growing in China yearly due to the stable economy development of this country. There are more and more Chinese-style designs in the international fashion markets. Luxury companies pay close attention to the consumer behavior of Chinese people in the luxury goods industry. It is found that Chinese luxury goods consumers’ behavior is changing and evolving. In the background that growing revenue of Chinese luxury goods industry and the growing disposal income of Chinese consumers, it is necessary to increase more studies about Chinese consumers’ preference, motivation and potential needs. In this research, the researcher only focuses on Chinese-style design of luxury goods and investigates the influence of identity on purchase intention of luxury goods with Chinese-style design. Through conducting questionnaire survey, 319 pieces of questionnaires are collected. Statistical analysis results show Chinese consumers have strong cultural identity and it can significantly impact on Chinese consumers’ purchase intention of Chinese-style clothes. Chinese consumers have strong needs for high quality and uniqueness from luxury goods. Enhancing social status is not their major needs today. These should be noticed by luxury companies which target Chinese consumers and revise their marketing and communication practices according to the needs of Chinese consumers. It is suggested luxury companies can add Chinese design series into their products to increase Chinese consumers’ interest and preference.

Table of Contents
Abstract ..................................................................................................I
Acknowledgment.................................................................................. II
Table of Contents ............................................................................... III
List of figures........................................................................................ V
List of tables ........................................................................................VI
Chapter1. Introduction ........................................................................ 1
1.1 Research background......................................................................................... 1
1.2 The value of the study ....................................................................................... 4
1.3 Aim and objectives ............................................................................................ 5
Chapter 2. Literature review ............................................................... 7
2.1 Introduction ....................................................................................................... 7
2.2 Consumer identity ............................................................................................. 7
2.3 The reasons for shopping luxury goods............................................................. 9
2.4 The influence of identity on purchase intention of Chinese design ................ 12
2.5 Summary.......................................................................................................... 16
Chapter 3. Methodology ..................................................................... 18
3.1 Introduction ..................................................................................................... 18
3.2 Research framework ........................................................................................ 18
3.3 Research design and instrument ...................................................................... 21
3.4 Data collection method .................................................................................... 22
3.5 Analytical method ........................................................................................... 23
3.6 Ethical consideration ....................................................................................... 24
3.7 Reliability and validity .................................................................................... 25
3.8 Summary of methodology ............................................................................... 25
Chapter 4. Findings ............................................................................ 26
4.1 Chapter brief .................................................................................................... 26
4.2 Participant brief ............................................................................................... 27
4.3 Chinese consumers’ personal identity and cultural identity ............................ 28
4.4 Major reasons of Chinese consumers shopping for luxury clothes ................. 31
4.5 Purchase intention of Chinese consumers for luxury clothes with Chinese-style
design............................................................................................................... 32
4.6 The influence of identity of purchase intention............................................... 34
4.7 The influence of purchase reasons and purchase intention ............................. 38
4.8 Finding about age ............................................................................................ 41
4.9 Summary of findings ....................................................................................... 42
Chapter 5. Discussion ......................................................................... 44
5.1 Chapter brief .................................................................................................... 44
5.2 Explore Chinese consumers’ personal identity and cultural identity .............. 44
5.3 Analyses the major reasons of Chinese consumers shopping for luxury clothes ...... 46
5.4 Measure the influence of identity on Chinese consumers’ purchase intention of
luxury clothes with Chinese-style design ........................................................ 48
Chapter 6. Conclusions and recommendations................................ 52
6.1 Conclusions ..................................................................................................... 52
6.2 Recommendations ........................................................................................... 54
6.3 Limitations and future studies ......................................................................... 55
References ............................................................................................ 57
Appendix 1. Questionnaire design..................................................... 62
Appendix 2. Questionnaire design..................................................... 67
List of figures
FIGURE 1.Theory of planned behavior ........................................... 10
FIGURE 2.Research framewoek of this study ................................. 19
FIGURE 3.Personal identity of youth............................................... 28
FIGURE 4.Personal identity of fashion ............................................ 29
FIGURE 5.Culture identity of the participants ............................... 29
FIGURE 6.Reason:to show social status .......................................... 31
FIGURE 7.Reason:to have high quality products ........................... 31
FIGURE 8.Reason:to enjoy uniquenesss..........................................32
List of tables
Table 1.Reliability analysis ................................................................. 27
Table 2.Purchase intention of participants........................................ 33
Table 3.Correlation analysis between personal identity and
perchase iterntion .................................................................... 34
Table 4.Correlation analysis among cultural identity variavles and
purchase intention ................................................................... 35
Table 5.Model summary of regression analysis ................................ 36
Table 6.Regression analysis result ...................................................... 36
Table 7.Correlation analysis among purchase motivation and
purchase intention ................................................................... 38
Table 8.Model summary...................................................................... 39
Table 9.Regression analysis result ...................................................... 40
Table 10.Average purchase intention degree of each age group ..... 41

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