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外文關鍵詞:Social mediaLuxury brandPurchase intension
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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
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