曾經西方公司一度認為中國市場是很難打入的。但現今中國市場的傳統印象正在被翻轉，不只是鎖定新的消費族群外，也對於國際奢華時尚品牌展現出極大的興趣。(Peter et al., 2008) 對物質生活的渴望導致中國消費族群對於全球著名的奢華時尚品牌有著極大的需求。由於全球化對現代社會政治經濟帶來變革，因此奢華時尚品牌就容易被視作為成功、財富和地位的象徵，尤其在現今的中國市場更是如此。 (Peter et al., 2008)
鑒於過去的20年間奢華品牌的發展情形，越來越多的研究關注在消費族群對於奢華品牌的消費現象。
大多數的消費者行為模式被認知為社會影響對消費者購買意願的重要性。為此，本研究旨在探討人際關係如何影響中國消費者的購買意願。
這份研究將計畫行為理論應用在購買意願的具體實例上。感知的行為控制、態度以及主觀意識為消費意願的三個決定性因素，此三項因素充分地應用在本研究之中。為此，本研究從現有文獻中找出另外六項與上述主要因素相關聯的變數:自我監控、品牌起源、獨特性、情感因素、人際規範以及人際間信息接收。
本研究的數據蒐集是透過一個自填式的問卷調查。調查樣本對象是年齡落在18到25歲之間的中國男性以及中國女性。

The Chinese market, once read as inaccessible for companies of the western world, is now modernising its traditional characteristics and targeting a new kind of consumer, keen on international luxury fashion goods (Park et al., 2008). A new thirst for a world-wide material life – style drives Chinese customers to desire international renowned fashion luxury brands, which they see as a symbol of wealth, status and success. (Park et al., 2008).
Spotting the development of luxury products and firms, in the last two decades, academics started giving strong consideration to the phenomenon of luxury consumption. Social influence on customers purchase intentions is documented in most customer behaviour models. This study aims to investigate the way interpersonal influences shape Chinese consumers’ purchase intention.
However, this investigation objective is to apply the Theory of Planned Behaviour conjectures, to the concrete case of purchase intention. The three determinant variables of an unspecified behavioural intention, Perceived Behavioural Control, Attitude and Subjective Norms, their meaning and significances, are successfully applied in those pages to the scenario of purchase intention of this research. To do so, those main variables will be linked to six subs – variable, chosen from all the one in the existing literature that appeared to be relevant in the matter of purchase intention: Self – monitoring, Brand origin, Need for uniqueness, Affective attitude, Normative interpersonal influences, Informative interpersonal influences.
In this study the data collection process has been administrated through a self – administer questionnaire to a sample of Eastern China individuals, male and female, aged between 18 and over 25.

Table of Contents
Dissertation Validation Letter …………………………………………………………i
ACKNOWLEDGEMENTS …………………………………………………………….ii
摘要 …………………………………………………………………………………….iv
Abstract ………………………………………………………………………………...v
1. Introduction ……………………………………………………………………….2
2. Literature review ………………………………………………………………….5
3. Conceptual framework ………………………………………………………….15
a) Self – monitoring and purchase intention 15
b) Brand origin and purchase intention 16
c) Need for uniqueness and purchase intention 16
d) Affective attitude and purchase intention 17
e) Normative interpersonal influences and purchase intention 17
f) Informative interpersonal influences and purchase intention 17
g) The theory of planned behaviour and hypothesis development 19
h) Attitude 20
i) Perceived behavioural control (PBC) 21
j) Subjective Norms (SN) 22
4. Methodology ……………………………………………………………………..24
a) The sample 25
b) The survey: Self – Completion Questionnaire 26
5. Analysis and main Findings …………………………………………………….33
a) Reliability Estimation 34
i. Cronbach’s Alpha 34
b) Main findings 35
i. Purchase Intention 36
ii. Affective attitude 37
iii. Self-monitoring 38
iv. Brand Origin 38
v. Need for Uniqueness 39
vi. Normative Interpersonal Influence 40
vii. Informative Interpersonal Influence 42
c) Multiple Regression 43
i. Subs – hypothesis analysis 43
ii. Hypothesis analysis 46
6. Discussion ………………………………………………………………………...50
a) Self – monitoring 51
b) Need for uniqueness 52
c) Affective attitude 53
d) Normative Interpersonal Influences 53
e) Informative Interpersonal Influences 54
f) Theory of Planned Behaviour for Purchase Intention in Eastern China 55
7. Conclusion and Reflections ……………………………………………………..57
8. Limitations ……………………………………………………………………….60
References ……………………………………………………………………………..62
Appendix ………………………………………………………………………………70
Appendix 1: Ethics Form 70
Appendix 2: Questionnaire (English Version) 76
a. Self – monitoring 76
b. Brand origins 76
c. Need for uniqueness 76
d. Affective attitude 77
e. Normative interpersonal influences 77
f. Informational interpersonal influences 77
Purchase Intention 78
Appendix 3 : Questionnaire (Traditional Chinese Version) 79


 
List of Figures
Figure 1: Theory of planned behaviour relationships 19
Figure 2: Conceptual Framework 22
Figure 1: Conceptual Framework 23
Figure 3: Purchase intention 36
Figure 4: Affective attitude 37
Figure 5: Self-monitoring 38
Figure 6: Brand origin 38
Figure 7: Need for uniqueness 39
Figure 8: Normative interpersonal influence 40
Figure 9: Informative interpersonal influence 42

 
List of Tables
Table 3 Questionnaire Reliability 35
Table 4: Variables Reliability 35
Table 5: Calculated Probability 44
Table 6: Regression Model, Variables 44
Table 7: Prediction Model 1 45
Table 8: Calculated Probability 47
Table 9: Multiple regression: TPB 47
Table 10: Prediction Model2 48

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