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研究生:郭上㜋
研究生(外文):KUO, SHANG-YI
論文名稱:探討奢侈品行銷之影響因素 -以心流體驗為調節效果
論文名稱(外文):Exploring the Influencing Factors of Luxury Marketing – The Moderating Effect of Flow Experience
指導教授:蔡碩倉蔡碩倉引用關係
指導教授(外文):TSAI, SHUO-CHANG
口試委員:林宜欣林國平蔡碩倉
口試委員(外文):LIN, YI-HSINLIN, KUO-PINGTSAI, SHUO-CHANG
口試日期:2019-06-20
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
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:2019
畢業學年度:107
語文別:中文
論文頁數:95
中文關鍵詞:奢侈品行銷心流體驗調節效果
外文關鍵詞:Luxury MarketingFlow ExperienceThe Moderating Effect
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:0
本研究主要探討消費者對於奢侈品的感知如何影響消費者購買奢侈品的意 願,並採用 Wiedmann、Hennigs 與 Siebels(2007)之奢侈品行銷為研究架構,包 括個人價值、社會價值、功能價值、財務價值等構面,其中個人價值由自我認同 價值、物質主義和快樂主義所組成;社會價值則是由參照團體,顯著以及聲譽所 組成;功能價值由品質、獨特性、可用性價值所組成;財務價值是由金錢價值所 組成。另以心流體驗做為調節變項,進一步探討奢侈品行銷之影響因素。
本研究以問卷調查方式調查消費者購買奢侈品意願,問卷對象以購買過奢侈 品之消費者為主要研究對象,再透過階層迴歸分析驗證研究假說。問卷合計發放 400 份,有效問卷總共回收 391 份。根據實證結果顯示,個人價值與社會價值之 奢侈品感知對購買意願具正相關的影響。心流體驗對個人價值與社會價值正向影 響購買意願具調節效果,可針對高個人價值與高社會價值之奢侈品消費族群,形 塑沈浸性之消費氛圍,以強化購買奢侈品之心流體驗,提升購買意願。
This research focuses on consumers perception of luxury goods and how they influence consumers willingness to purchase luxury goods, using the luxury marketing of Wiedmann, Hennigs and Siebels (2007) as the research structure, including personal value, social value, functional value, financial value. And personal value consists of self-identification value, materialism and happiness; the social value is composed of reference groups, significant and reputation; functional value consists of quality, uniqueness, and usability value; financial value consists of monetary value.In addition, the flow experience is used as a tuning variable to further explore the influencing factors of luxury marketing.
This research uses a questionnaire to investigate consumers’ willingness to purchase luxury goods, the subjects of the questionnaire are mainly consumers who have purchased luxury goods, and the research hypothesis is verified by hierarchical regression analysis. A total of 400 questionnaires were sent out, and a total of 391 valid questionnaires were collected. According to the empirical results, the luxury perception of personal value and social value has a positive correlation with the purchase intention, the flow experience has a positive effect on the personal value and social value, it can be a luxury consumer group with high personal value and high social value, create an immersive atmosphere in consumption to enhance the flow experience and increase the willingness to purchase luxury goods.
目錄
謝誌 I
摘要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究範圍與資料來源 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 奢侈品行銷相關文獻 6
第二節 心流體驗 12
第三節 奢侈品市場概況 15
第三章 研究設計 20
第一節 研究架構與假說 20
第二節 變數說明 24
第三節 抽樣設計 33
第四節 資料分析方法 34
第四章 實證結果 37
第一節 樣本資料分析 37
第二節 信度分析 40
第三節 奢侈品行為差異分析 43
第四節 階層迴歸分析 56
第五章 結論與建議 62
第一節 結論 62
第二節 建議 67
參考文獻 70
附錄一:問卷 75

表目錄
表2-1 奢侈品的定義 7
表3-1 奢侈品購買意願衡量問項 25
表3-2 個人價值衡量問項 26
表3-3 社會價值衡量問項 27
表3-4 功能價值衡量問項 28
表3-5 財務價值衡量問項 29
表3-6 心流體驗衡量問項 30
表3-7 人口統計變數衡量問項 32
表3-8 消費行為變數衡量問項 32
表3-9 奢侈品品牌抽取樣本統計彙整 34
表4-1 人口統計變數敘述統計 38
表4-2 消費行為變數敘述統計 39
表4-3 各構面之信度分析 40
表4-4 人口統計變數對個人價值認知差異分析 44
表4-5 消費行為變數對個人價值認知差異分析 45
表4-6 人口統計變數對社會價值差異分析 46
表4-7 消費行為變數對社會價值差異分析 47
表4-8 人口統計變數對功能價值差異分析 48
表4-9 消費行為變數對功能價值差異分析 49
表4-10 人口統計變數對財務價值差異分析 50
表4-11 消費行為變數對財務價值差異分析 51
表4-12 人口統計變數對心流體驗差異分析 52
表4-13 消費行為變數對心流體驗差異分析 53
表4-14 人口統計變數對購買意願差異分析 54
表4-15 消費行為變數對購買意願差異分析 55
表4-16 個人價值、社會價值、功能價值、財務價值、心流體驗與購買意願之階層回歸模型 57
表4-17 研究假說之驗證結果彙整表 61

圖目錄
圖1-1 研究流程 5
圖2-1 Wiedmann、Hennigs 與Siebels(2007)奢侈品行銷構面 8
圖2-2 二頻道心流模式 13
圖2-3 三大奢侈品集團營收對比 17
圖3-1 研究架構圖 20
圖4-1 心流體驗對個人價值與購買意願之調節效果 59
圖4-2 心流體驗對社會價值與購買意願之調節效果 60


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