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精品品牌的購買意圖 = Purchase Intention for L...

劉祐誠

精品品牌的購買意圖 = Purchase Intention for Luxury Brands : 各種自我概念的比較; A Comparison of Various Self-concept

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Purchase Intention for Luxury Brands
副題名:	各種自我概念的比較
作者:	劉祐誠,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	41葉圖,表 : 30公分;
標題:	自我概念
標題:	self-concept
電子資源:	https://hdl.handle.net/11296/6vr3x9
附註:	參考書目：葉23-31
摘要註:	對精品感興趣的研究人員和管理者，了解消費者為何購買精品以及消費者對精品的態度和影響他們的購買行為是重要的。先前消費者行為與自我概念關係間的研究重點只集中在於探討精品品牌的購買和相依自我之間的關係。然而，眾多現有的研究忽略了精品品牌的購買和獨立自我間的可能關係。這項研究認為，獨立自我的個人和相依自我的個人，可能有不同的消費態度(或消費動機)去購買精品。因此，本研究將探討各種自我的概念（獨立自我和相依自我）透過社會功能態度（即自我表現的態度和自我呈現的態度)進而影響對精品品牌的情感態度。使用Kock's Warp PLS (2011)，偏最小平方法（PLS）進行問卷數據分析。發放163份問卷給在台灣一些參與社會團體的人員，如國際獅子會和國際扶輪社。這些參與者都是比較高的收入和消費精品的富裕者。參與者自己列出他們最喜愛的精品服飾及配件品牌，當回答品牌相關問題時，使用自己喜愛的精品品牌作為答題時參考依據；而非只有來自研究者所指定的單一精品品牌，這樣做可以避免個別受測者對研究者所指定的單一精品品牌偏好度不同而干擾答題。理論上，本研究的目的是發展精品品牌消費的理論，並對獨立自我個人消費精品品牌的動機提供一個合理的解釋。實務上，目前的研究發現，能提供建議給行銷者去設計和促銷精品品牌給先前被忽視的獨立自我個人。 Understanding why consumers buy luxury goods and how consumers' attitude toward luxury goods influences their buying behavior are important for researchers and managers interested in luxury goods. Prior consumer behavior research related with self-concept focused on exploring the relationship between luxury brand purchase and interdependent self. However, most existing study ignored the possible relationship between luxury brand purchase and independent self. This study argues that independent-self individuals may have different consumption motivation from interdependent-self individuals to purchase luxury goods. Thus, this study will explore whether the various concept of the self (i.e., independent-self and interdependent-self) influence affective attitude toward luxury brand through social function attitudes (i.e., self-expression attitude and self-presentation attitude). This experimental study will utilize the structural equation modeling (SEM) techniques to analyze the data. 163 questionnaires were distributed to participants recruited from some social associations such as Lions Clubs International and Rotary International in Taiwan. Those participants are relatively high income and wealthy consumers of luxury goods. Participants listed their favorite luxury apparel and accessory brands and used their favorite brand as a point of reference when answering the brand-associated questions to avoid framing all responses with a single researcher chosen brand. Theoretically, this study is to develop a conceptual framework of luxury brand consumption and to provide a reasonable explanation for the motivation of independent-self individuals to consume luxury brand goods. In practice, the findings of the current study may provide the suggestion for marketers to design and promote luxury goods to independent-self individuals who had previously been ignored.

精品品牌的購買意圖 = Purchase Intention for Luxury Brands : 各種自我概念的比較; A Comparison of Various Self-concept
劉, 祐誠

精品品牌的購買意圖 = Purchase Intention for Luxury Brands : 各種自我概念的比較 / 劉祐誠撰 - [高雄市] : 撰者, 2014[民103]. - 41葉 ; 圖,表 ; 30公分.
參考書目：葉23-31.
自我概念self-concept

精品品牌的購買意圖 = Purchase Intention for Luxury Brands : 各種自我概念的比較; A Comparison of Various Self-concept
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