跳到主要內容

臺灣博碩士論文加值系統

(44.200.86.95) 您好!臺灣時間:2024/05/18 11:35
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:林于婷
論文名稱:社群媒體使用對奢侈品品牌認知價值與購買意願之影響
論文名稱(外文):THE EFFECT OF SOCIAL MEDIA USE ON LUXURY BRAND PERCEIVED VALUE AND PURCHASE INTENTION
指導教授:葉凱莉葉凱莉引用關係
口試委員:陳志遠葉凱莉洪贊凱
口試日期:2021-06-11
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:企業管理學系
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:2021
畢業學年度:109
語文別:中文
論文頁數:70
中文關鍵詞:社群媒體奢侈品品牌購買意願
外文關鍵詞:Social mediaLuxury brandPurchase intension
相關次數:
  • 被引用被引用:6
  • 點閱點閱:602
  • 評分評分:
  • 下載下載:231
  • 收藏至我的研究室書目清單書目收藏:1
本研究主要探討奢侈品牌使用社群媒體,對消費者認知奢侈品價值及認知奢侈品價值是否對購買意願有影響。近年社群媒體成為新興行銷工具,從一般店家至政府機關紛紛開設帳號,奢侈品品牌也加入使用社群媒體與使用者互動。有鑑於過往文獻提出使用社群媒體能提升消費者的購買意願,因此當奢侈品品牌使用社群媒體時,是否能提升消費者對奢侈品的購買意願,而消費者認知的奢侈品價值是否會對購買意願產生影響。
本研究以奢侈品品牌Chanel的Facebook頁面為例,實施奢侈品品牌使用社群媒體與非社群媒體兩種情況之問卷填答,並進行獨立樣本T檢定、單因子變異數、線性迴歸及多元迴歸驗證分析,結果顯示認知奢侈品價值會影響購買意願,而奢侈品品牌是否使用社群媒體對認知奢侈品價值及購買意願無顯著影響。根據研究結果提出以下建議給未來研究及奢侈品行銷人員實務上使用社群媒體之參考:壹、一般消費者需要除了社群媒體的其他方式增強奢侈品價值認知,貳、使用除社群媒體外之方式增強消費者的奢侈品價值認知,參、建議奢侈品品牌針對不同社群媒體採取不同使用方式。
This research mainly explores whether luxury brands use social media marketing to influence consumers' perception of luxury value and whether perception of luxury value has an impact on purchase intention. In recent years, social media has become a new marketing tool. From general stores to government agencies, one after another has opened accounts. Luxury brands have also joined the use of social media to interact with users and get closer. So far, the number of social media tracking of major luxury brands is considerable. In view of the fact that the use of social media can increase consumers’ willingness to purchase in the past, when luxury brands use social media, can they increase consumer awareness? The purchase intention of luxury goods, and whether the value of luxury goods perceived by consumers will affect the purchase intention.
This study takes the Facebook page of luxury brand Chanel as an example, implements questionnaires on the use of social media and non-social media by luxury brands, and conducts independent sample T test, single factor variance, linear regression and multiple Regression verification analysis shows that the perception of luxury value will affect purchase intention, while whether luxury brands use social media has no significant influence on perception of luxury value and purchase intention. Based on the research results, the following suggestions are proposed for future research and luxury marketers' practical use of social media: 1. General consumers need to enhance the value of luxury goods in other ways besides social media; 2. Use other than social media The marketing method enhances consumers’ perception of luxury value. Third, it is recommended that luxury brands adopt different ways of using different social media.
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
第一章 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 論文結構 4
第二章 文獻探討 5
第一節 何謂奢侈品 5
第二節 社群媒體 9
第三節 購買意願 12
第三章 研究方法 14
第一節 研究架構 14
第二節 變數的操作型定義及衡量方法 15
第三節 研究設計 16
第四節 使用統計分析之方法 18
第五節 問卷預試 20
第四章 資料分析與結果 22
第一節 樣本資料敘述性統計 22
第二節 信度分析 26
第三節 因素分析 27
第四節 效度分析 31
第五節 修正後之研究架構 33
第六節 獨立樣本T檢定 34
第七節 單因子變異數分析(ONE-WAY ANOVA) 35
第八節 迴歸分析 41
第九節 假說研究之彙整 44
第五章 結論與建議 46
第一節 研究結論 46
第二節 學術貢獻 47
第三節 管理意涵 47
第四節 研究限制與未來研究建議 48
參考文獻 50
附錄 問卷 63
Ahmed, R. R., Streimikiene, D., Berchtold, G., Vveinhardt, J., Channar, Z. A., & Soomro, R. H. (2019). Effectiveness of online digital media advertising as a strategic tool for building brand sustainability: Evidence from FMCGs and services sectors of Pakistan. Sustainability, 11(12), 3436.
Assouly, Oivier (2005), “La Justification du Luxe entre Nationalité et Simplicité,” in Le Luxe – Essais sur la Fabrique de l’Ostentation, Assouly O. ed. Paris: Editions de l’Institut Franc¸ais de la Mode, 203–22.
Athwal, N., Istanbulluoglu, D., & McCormack, S. E. (2018). The allure of luxury brands’ social media activities: a uses and gratifications perspective. Information Technology & People 32(1), 603-626
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16 (1), 76-94.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600–609.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183–194
Belk, R. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
Berger, J., & Ward, M. (2010). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555–569.
Berry, C. J. (1994). The idea of luxury: A conceptual and historical investigation. Cambridge: Cambridge University Press.
Berthon, P., Pitt, L., Parent, M., & Berthon, J.-P. (2009). Aesthetics and ephemerality: observing and preserving the luxury brand. California Management Review, 52, 45–66.
Best Global Brands. Retrieved from https://interbrand.com/best-global-brands/
Brian, D. (2021). Statistics: How Many People Use Social Media in 2021?. Retrieved from https://backlinko.com/social-media-users
Campbell, C. (1995), “Conspicuous Confusion? A Critique of Veblen’s theory of Conspicuous Consumption,” Sociological Theory, 13(1), 37-47.
Chelladurai, P. (2016). Corporate social responsibility and discretionary social initiatives in sport: A position paper. Journal of Global Sport Management, 1(1–2), 4–18.
Chrysanthi, K. (2017). Print is In: Why Fashion and Luxury Brands Choose Print Over Digital. Master Thesis
Computer Consulting 101 (2019). Bling it on What makes a millennial spend more? Abstract Retrieved from https://www.computerconsulting101.com/print-is-in-why-fashion-and-luxury-brands-choose-print-over-digital/
Cornell, A. (2002). Cult of luxury: the new opiate of the masses. Abstract Retrieved from https://www.afr.com/politics/cult-of-luxury-the-new-opiate-of-the-masses-20020427-j78xl
DEI Worldwide. (2008). The impact of social media on purchasing behavior. Engaging Consumers Online. Abstract Retrieved from https://issuu.com/deiworldwide/docs/dei_study_-_engaging_consumers_online_-_summary
Deloitte (2017). Bling it on What makes a millennial spend more? Abstract Retrieved from https://www2.deloitte.com/ch/en/pages/consumer-industrial-products/articles/young-premium-consumer.html
Delphine, D., &Eric, A. (2011). Retail Luxury Strategy: Assembling Charisma through Art and Magic. Journal of Retailing 87(4), 502–520.
Dittmar, H. (1994). Material possessions as stereotypes: Material images of different socioeconomic groups. Journal of Economic Psychology, 15(4), 561–585.
Dubois, Bernard, Gilles, L., &Sandor, C. (2001), “Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes”, Consumer Research Working Paper N.736. HEC: Jouy-en-Josas, France
Eastman, J., Bill F., David C., &S. Calvert. (1997), ―The relationship between status consumption and materialism: cross-cultural comparison of Chinese, Mexican, and American students. Journal of Marketing Theory and Practice 5 (1), 52-65.
Elbanna, A., Bunker, D., Levine, L., & Sleigh, A. (2019). Emergency management in the changing world of social media: Framing the research agenda with the stakeholders through engaged scholarship. International Journal of Information Management, 47, 112–120.
Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5–6), 347–363.
Fishbein, M. & Ajzen, I. (1975). Beliefs, Attitude, Intention, and Behavior: An introduction to theory and research. Reading. Ma: Addison-Wesley.
Florine, E. B. (2021). The 15 Most Popular Luxury Brands Online In 2021. Retrieved from https://luxe.digital/business/digital-luxury-ranking/most-popular-luxury-brands/
Fornell, C. R. & Larcker, F. F. (1981), “Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18, 39-51.
Foux, G. (2006, May). Consumer-generated media: Get your customers involved. Brand strategy. Vol. 8. , 38–39.
Garfein, R. T. (1989), Cross-Cultural Perspectives on the Dynamics of Prestige, Journal of Services Marketing, 3 (Summer), 17-24.
Gentry, J. W., Putrevu, S., Shultz, C., & Commuri, S. (2001). How now Ralph Lauren? The separation of brand and product in a counterfeit culture. Advances in Consumer Research, 28, 258–265.
Gjesme, T. (1981). Is there any future in achievement motivation? Motivation and Emotion, 5(2), 115–138.
Gnizy, I. (2019). Big data and its strategic path to value in international firms. International Marketing Review, 36(3), 318–341
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.
Goffman, E. (1959). The presentation of self in everyday life. New York: Doubleday Anchor Books.
Groth, J. C., & McDaniel, S. W. (1993), The Exclusive Value Principle: The Basis for Prestige Pricing, Journal of Consumer Marketing, 10 (1), 10-16.
Gu, S., & Kim, H. (2016). What drives customers to use retailers' Facebook pages? Predicting consumers' motivations and continuance usage intention. Journal of Global Fashion Marketing, 7(1), 1–14.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992). Multivariate Data Analysis (6th ed.). New York: Macmillan.
Han, Y. J., Joseph, C. N., & Xavier, Dre`ze. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74(4), 1547-7185
Hennigs, N., Wiedmann, K. P., Behrens, S., & Klarmann, C. (2013). Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength. Journal of Brand Management, 20(8), 705–715.
Hirschman, E. C., & Morris B. H. (1982). ―Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing 46 (3), 92-101.
Hong, S., & Oh, S. K. (2020). Why People Don’t Use Facebook Anymore? An Investigation Into the Relationship Between the Big Five Personality Traits and the Motivation to Leave Facebook. Front Psychol, 11, 1497.
H. Tankovska. (2021). Most popular social networks worldwide as of January 2021, ranked by number of active users. Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
HT Brand Studio. (2021). Social media is asset for businesses: Riddhi Chhabria Asrani, All Stars Digital Abstract Retrieved from https://www.hindustantimes.com/brand-post/social-media-is-asset-for-businesses-riddhi-chhabria-asrani-all-stars-digital-101620738394838.html
Hung, K. P., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R., & Chou, C. L. (2011). Antecedents of luxury brand purchase intention. The Journal of Product and Brand Management, 20(6), 457–467.
Kaiser,H.F.(1974). An index of factorical simplicity. Psychometrica, 39, 31-36
Kapferer, J.N . (1997). Managing Luxury Brands. Journal of Brand Management, 4(4), 251-260.
Kapferer, J., N, & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5), 311-322.
Kapferer, J. N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Kogan Page Publishers.
Kaplan, A. M., & Haenlein, M. ( 2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53, 59-68
Kemp, S. (1998), “Perceiving Luxury and Necessity,” Journal of Economic Psychology, 19 (October), 591-606.
Kemp, S. (2021). DIGITAL 2021: THE LATEST INSIGHTS INTO THE ‘STATE OF DIGITAL’. We Are Social and Hootsuite. Retrieved from https://wearesocial.com/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital
Kim, A. J., Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480–1486.
Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279–294.
Kim. J., Lee, K.,H. (2017). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research. 99(C), 422-429.
Kim, Y., & Leng, H. K. (2017). Effectiveness of in-game advertisement: An examination of repetition effect, brand familiarity and the relationship between gaming skills and advertising execution. Journal of Global Sport Management, 2(1), 42–64.
Ko, E. (2011). Luxury brand marketing. (Yekyung).
Kotler, P., & Keller, K. L. (2003). Marketing Management: international edition. Pearson Education.
Lee, H. C., Chen, W. W., & Wang, C. W. (2015). The role of visual art in enhancing perceived prestige of luxury brands. Marketing Letters, 26(4), 593–606.
Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers’ demand. Quarterly Journal of Economics, 64, 183–207.
Liberman, N., & Trope, Y. (2008). The psychology of transcending the here and now. Science, 322(5905), 1201–1205.
Li, F., Larimo, J. & Leonidou, C. L. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science (2021) 49, 51–70.
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40–52.
Lister, M. (2018). 40 essential social media marketing statistics for 2018. Retrieved from https://www.wordstream.com/blog/ws/2017/01/05/social-media-marketingstatistics
Liviatan, I., Trope, Y., Liberman N. (2008).The effect of similarity on mental construal. Journal of Experimental Social Psychology. 44(5), 1256–1269.
Liviatan, I., Trope, Y., & Liberman, N. (2006). Unpublished manuscript, Interpersonal similarity as a social distance dimension: A construal level approach to the mental representations and judgments of similar and dissimilar others’ actions. Retrieved from New York University
FORTUNE BUSINESS INSIGHTS. (2021). Luxury Goods Market Size, Share & COVID-19 Impact Analysis, By Product Type (Watches & Jewelry, Perfumes & Cosmetics, Clothing, Bags/Purses, and Others), End-user (Women and Men), Distribution Channel (Offline and Online), and Regional Forecast, 2020-2027. Retrieved from https://www.fortunebusinessinsights.com/luxury-goods-market-103866
Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8, 45–57.
Mayfield, A.(2008). What is social media? Retrieved from https://icrossing.co.uk/ideas/fileadmin/uploads/ebooks/what_is_social_media_icrossing_ebook.pdf
McMillan, D. W., & Chavis, D. M. (1986). Sense of Community: A Definition and Theory. Journal of Community Psychology 14(1), 6-23.
Michel, P., Ricarda. T., & Klaus, H. (2011). Social Media and Luxury Brand Management: The Case of Burberry. Journal of Global Fashion Marketing 2(4), 213-222.
Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence & Planning, 37(4), 386–400.
Morra, M. C., Gelosa, V., Ceruti, F., & Mazzucchelli, A. (2018). Original or counterfeit luxury fashion brands? The effect of social media on purchase intention. Journal of Global Fashion Marketing, 9(1), 24–39.
Morwitz, V. G. &Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391–405.
Newberry, C. R., Klemz, B. R., & Boshoff C. (2003). Managerial Implications of Predicting Purchase Behavior From Purchase Intentions: A Retail Patronage Case Study. Journal of Services Marketing 17(6):609-620
Nunnally, J. C. (1978), Psychometric Theory, 2d ed., New York: McGraw-Hill.
Pantzalis, I. (1995). Exclusivity strategies in pricing and brand extension. Unpublished doctoral dissertation, University of Arizona, Tucson, AZ.
Paris, C., Lee, W., & Seery, P. (2010). The role of social media in promoting special events: Acceptance of facebook’ Events’. Information and Communication Technologies in Tourism, 14, 531–541
Park, M., Im, J., & Kim, H. Y. (2018).“You are too friendly!” The negative effects of social media marketing onvalue perceptions of luxury fashion brands. Journal of Business Research, 117, 529-542
Pew Research Center (2021). Social Media Use in 2021. Retrieved from: https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
Phan, M., Thomas, R., & Heine, K. (2011). Social media and luxury brand management:The case of Burberry. Journal of Global Fashion Marketing, 2(4), 213–222.
Porter, C. E., & Dontsu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113–128.
Quelch, J. A. (1987). Marketing the premium product. Business Horizons, 30, 38–45.
Rao, A. R., & Monroe, K. B. (1989), The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review, Journal of Marketing Research, 26 (August), 351-357.
Rim, S., Uleman, J. S., & Trope, Y. (2009). Spontaneous trait inference and construal level theory: Psychological distance increases nonconscious trait thinking. J Exp Soc Psychol, 45(5), 1088–1097.
Roche, Daniel (1989), La Culture des Apparences. Une Histoire du Vêtement (XVIIe-XVIIIe Siècle), Paris: Seuil
Rossiter, J. R., & Percy L. (1997), Advertising Communications and Promotion Management (2nd Ed), New York: McGraw-Hill.
Roux, Elyette (1995), Consumer Evaluation of Luxury Brand Extensions, EMAC Conference, May, ESSEC, Paris.
Sabah, S. (2017). The impact of self-construal and self-concept clarity on socially motivated consumption: The moderating role of materialism. Journal of Global Scholars of Marketing Science, 13(1), 31–45.
Saleh B., Raffaele F., &Matthew G. (2020), Customers’ motivation to engage with luxury brands on social media. Journal of Business Research 112 (2020), 223–235
Schade, M., Hegner, S., Horstmann, F., & Brinkmann, N. (2016). The impact of attitude functions on luxury brand consumption: An age-based group comparison. Journal of Business Research, 69(1), 314–322.
Schiffman, L.G., & Kanuk, L. (2000). Consumer Behavior, 7th ed., Prentice Hall, Inc.
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57–65.
Sicard, Marie-Christine (2005), “Identités et Relativisme du Luxe – les Perceptions Internationales des Produits de Luxe,” in Le Luxe – Essais sur la Fabrique de l’Ostentation, Assouly O. ed. Paris: Editions de l’Institut Franc¸ais de la Mode, 319–37.
Slepian, M. L., Ferber, S. N., Gold, J. M., & Rutchick, A. M. (2015). The cognitive consequences of formal clothing. Social Psychological and Personality Science, 6(6), 661–668.
Solca, L., Grippo, M., Lucarelli, G., Pozzi, M., & Borgonovo, F. (2016). Who buys where:Decrypting cross-border Luxury Demand Flows. Contactlab and Exane. Retrieved from: https://contactlab.com/wp-content/uploads/2016/07/080716-Who_buys_Where_Luxury_Goods_Series_version_contactlab.pdf
Solomon, M. R. (1994), Consumer Behavior, (2nd ed.), Boston, MA.: Allyn and Bacon.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity. European Journal of Management and Business Economics, 27(1), 83–100.
Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase
incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434–446.
Straker, K., & Wrigley, C. (2016). Emotionally engaging customers in the digital age: The case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3), 276–299.
Talkwalker.com (2017). Luxury brands and social media marketing- dos and don'ts. Retrieved from: https://www.talkwalker.com/blog/top-luxury-brands-social-media-analytics
Tarnovskaya, V., & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the digital environment. Marketing Intelligence & Planning, 36(4), 455–469.
Trope, Y., & Liberman, N. (2010), Construal-Level Theory of Psychological Distance. Psychol Rev. 117(2): 440–463.
Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness– are they related? Strategic marketing implications for luxury brands. Journal of Strategic Marketing, 16(3), 189–203.
Tugba, S. (2021). Leading luxury brands with the most followers on Facebook in 2020. Retrieved from https://www.statista.com/statistics/693747/luxury-brands-follower-facebook/
Tugba, S. (2021). Leading luxury brands with the most followers on Instagram in 2020. Retrieved from https://www.statista.com/statistics/483753/leading-luxury-brands-instagram-followers/
Veblen, T. (1899). The theory of the leisure class: An economic study in the evolution of institutions. New York: Macmillan.
Verhallen, T. M. and Robben, H. S. (1994), Scarcity and Preference: An Experiment on Unavailability and Product Evaluation, Journal of Economic Psychology, 15 (June), 315-331.
Vigneron, F., & Johnson, L.W. (1999). A review and a conceptual framework of prestigeseeking consumer behavior. Academy of Marketing Science Review, 1, 1–15.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484–506.
Wakslak, C.J., Trope, Y., Liberman, N.,& Alony, R. (2006) Seeing the forest when entry is unlikely: probability and the mental representation of events. Journal of Experimental Psychology General 135(4), 641-53
Webster’s Third New International Dictionary. (2002). New York: Merriam-Webster. Weinstein,N.D. (1987). Unrealistic optimism about susceptibility to health problems: Conclusions from a community-wide sample. Journal of Behavioral Medicine, 10, 481–500.
Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2007). Measuring consumers’ luxury value perception: A cross-cultural framework. Academy of Marketing Science, 11, 1–21.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625–651.
Yu, U. J., Cho, E., & Johnson, K. K. P. (2017). Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping. Journal of Global Fashion Marketing, 8(3), 193–206.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
+5 行銷熱飲 2019年 FB只剩老人在用?淺談社群平台的四大面與專業分工https://medium.com/@plus5/fb%E5%8F%AA%E5%89%A9%E8%80%81%E4%BA%BA%E5%9C%A8%E7%94%A8-%E6%B7%BA%E8%AB%87%E7%A4%BE%E7%BE%A4%E5%B9%B3%E5%8F%B0%E7%9A%84%E5%9B%9B%E5%A4%A7%E9%9D%A2%E8%88%87%E5%B0%88%E6%A5%AD%E5%88%86%E5%B7%A5-1fdb621dced6
財團法人台灣網路資訊中心2020年「2020台灣網路報告」https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf
程浩頤(2018)。「時尚教主」石靈慧:別再將「精品」與「奢侈品」混為一談──寫給台灣學生的產業入行指南https://crossing.cw.com.tw/blogTopic.action?id=1038&nid=10351
勤業眾信2018年「2018全球奢侈品力量調查報告」https://www2.deloitte.com/tw/tc/pages/consumer-business/articles/2018cb-global-powers-of-luxury-goods.html
勤業眾信2019年「2019全球奢侈品力量調查報告」https://www2.deloitte.com/tw/tc/pages/consumer-business/articles/2019-luxury-report.html
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊