| Abstract: | 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. |
