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姓名 劉佳雯(Chia-Wen Liu) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 95學年第2學期
論文名稱(中) 消費者奢華態度之市場區隔研究
論文名稱(英) Market Segments Based on Consumers' Attitudes Toward Luxury
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    摘要(中) 過去,奢華是貴族階層炫耀財富與地位的一種方式,是屬於少數人的特殊行為。然而隨著時代與文化的變遷,人們對於奢華的觀念也跟著改變,消費升級現在已成為一種普遍的現象,新奢華的觀念也逐漸形成。只要消費者從情感角度認為值得,就會願意花較高的金額購買喜愛的商品。現今雖不能說奢華不再攸關地位,不過奢華所呈現出來的價值已超過貨幣所能提供的。
    本研究以消費者的認知、情感與行為,試圖探究消費者對於奢華的態度,並根據態度進行消費者的市場區隔。此外,探討不同的性別、年齡、教育程度、職業、居住地與收入的消費者是否具有不同的奢華態度,並分析消費者奢華態度與購買行為之間的關係。本研究採便利性抽樣法,問卷型態以紙本問卷搭配網路問卷,於2007年3月11日正式發放,2007年4月6日完成樣本收集,有效樣本數共518份。
    研究結果發現消費者奢華態度可分為三種,分別是展現自我族、崇尚名貴族以及排斥奢華族。對於奢華愈具有正面態度的消費者,愈經常購買奢華品,而不同年齡與教育程度的消費者在奢華態度上具有顯著差異,不同性別、職業、收入、居住地的消費者在奢華態度上則不具有顯著差異。最後,本研究建議企業應根據消費者的奢華態度選擇行銷策略,對於具負面奢華態度之消費者應避免直接使用奢華一詞彙做為產品主要廣告訴求,且應強化奢華品的本身價值與附加價值,並兼顧傳統菁英奢華與大眾奢華市場。
    摘要(英) In the past times, luxury had been a way for the noble to show their wealth and social status off, which belongs to behaviors of the minority. However, with the times and the cultures changing, people’s viewpoints toward luxury have altered. Trading up has been a prevailing phenomenon while new luxury also has come out gradually. As long as consumers regard the products as worth through the affective facet, they will be willing to make purchases with higher prices. Though luxury has nothing with the social status anymore, the value presented by luxury has overpassed what the currency can provide.
    This study tried to explore consumers’ attitudes toward luxury through cognitive component, affective component, and behavioral component, further, to do the segmentation of consumers based on their attitudes toward luxury. In addition, this study explored whether diverse demographic segmentation will lead to varied attitudes toward luxury, and even analyzed the relation between attitudes toward luxury and buying behaviors. This study took convenience sampling. The questionnaires comprised the paper ones and the online ones, distributed on March 11th, 2007 and completed on April 6th, 2007, while there were 518 questionnaires of validity.
    The study result found that the attitudes toward luxury can be divided into three categories. One was the self-presenting, another was the pro-luxury, and the other was the anti-luxury. This study found that those who have positive attitudes toward luxury will purchase luxurious products more often. Besides, age and education would have a remarkable effect on attitudes toward luxury; by contrast, gender, occupation, income, and residence failed to. Finally, this study recommended that the corporations should choose marketing strategies according to consumers’ attitudes toward luxury. As for those who had negative attitudes toward luxury, the companies should avoid using “luxury” to be the main point for the advertisements. The corporations had to reinforce the intrinsic value within luxurious products and the added value, and further took care of the traditional elite luxury market and the mass luxury market.
    關鍵字(中)
  • 奢華
  • 市場區隔
  • 奢華態度
  • 消費者
  • 關鍵字(英)
  • luxury
  • attitude toward luxury
  • market segmentation
  • consumer
  • 論文目次 致謝詞Ⅰ
    中文摘要Ⅱ
    英文摘要Ⅲ
    目錄Ⅴ
    表目錄Ⅵ
    圖目錄Ⅶ
    第一章 緒論1
    第一節 研究動機 1
    第二節 研究目的 6
    第三節 研究流程 7
    第二章 文獻探討 8
    第一節 奢華8
    第二節 態度19
    第三章 研究方法 24
    第一節 研究內容 24
    第二節 研究設計 26
    第三節 資料分析方法37
    第四章 研究發現 38
    第一節 資料分析與結果38
    第二節 信度與問項分析43
    第三節 集群分析 46
    第四節 結果分析 50
    第五章 結論與建議65
    第一節 研究結論 65
    第二節 研究貢獻 68
    第三節 研究限制 72
    第四節 後續研究建議73
    參考文獻74
    附錄84
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    口試委員
  • 關復勇 - 召集委員
  • 林義屏 - 委員
  • 梁慧玫 - 指導教授
  • 黃俊英 - 指導教授
  • 口試日期 2007-06-07 繳交日期 2007-08-06

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