近年來全球景氣衰退的同時，全球精品產業卻持續呈現高度成長。精品屬於高價定位商品，但在現今新興市場之崛起，消費者意識型態改變的情況下，消費者在購買精品時主要著重於精品所帶來之品質及流行品味，並且精品之顧客群從以前的金字塔頂端顧客已擴展至中產階級，甚至是青少年族群(呂玉鳳，2004)。年輕族群對於精品之購買意願並非由其所處之地位決定，而是對於精品品味甚至是自我形象塑造來激發其購買慾望。大前研一(1989)認為企業策略的首要目的為提供顧客真正需要的價值，才能與顧客建立長久關係，消費者對於精品品牌之顧客價值認同將會影響其對於精品的購買意願。
    本研究以一般消費者為研究對象，旨在探討不同廣告訴求方式、顧客價值對消費者購買精品包意願之影響，並以知覺風險為干擾變項。本研究目的為探討台灣地區精品包消費者之顧客價值，在經由推敲可能性模式之精品廣告不同效果路徑呈現下，對於消費者購買意願之影響。此外，亦觀察消費者在購買精品包時，在不同廣告路徑與顧客價值下，消費者的知覺風險是否會影響其購買意願。
    本研究根據理論基礎建立研究架構與假設，並採取不同廣告圖片效果進行廣告訴求路徑之問卷操弄，採便利抽樣進行問卷調查，總回收306份有效問卷，經由迴歸分析、層級迴歸分析和變異數分析等統計方法驗證各研究假說，研究結果顯示：
1.廣告訴求路徑認同度、顧客價值對於消費者精品包之購買意願有顯
  著影響。
2.不同的廣告訴求路徑認同度對於消費者精品包之購買意願有顯著影
  響。
3.消費者的顧客價值對於精品包之購買意願有正向影響。
4.知覺風險在顧客價值與消費者的購買意願上具有干擾效果，當消費
  者有較高的知覺風險時，即便消費者具有較高的顧客價值亦會降低
  其對於精品包之購買意願。
    本研究之管理意涵，根據研究結果呈現出不同廣告訴求路徑都能增加消費者之購買意願，顯示了訴求路徑本身如能有效果性，就能對消費者產生影響。此外，精品商可根據消費者對於精品包之涉入程度，提供更多完整之產品資訊給與消費者，甚至是吸引潛在消費者注意。

In recent years, the global recession is serious. In the meantime, the global  luxury goods industry continued to show high growth. The luxury goods were positioned as high prices goods. In the case of the rise of the emerging markets, consumers’ ideology have been changed, the most important thing for consumers to buy the luxury goods is quality and popular taste. In the past, the major luxury goods customer is the top of the pyramid customers, but now, the market has been extended to the middle class, even the young people. (Lu Yu-Feng，2004) The younger group purchase luxury goods intension  not by their status, but focus on luxury goods taste, even for shaping self-image to stimulate their desire to buy. Oomae (1989) of the opinion that in order to establish long-term relationship with customers, the primary purpose of the corporate strategy is to provide the real value for the customer. The luxury brand’s customer value identity will affect customer purchase intention.
    Therefore, the purpose of this research is to explore the advertising appeals and customer value on consumer purchase intention to luxury goods, the perceived risk as a moderator. 306 effective samples were collected. By implement the multi-regression and ANOVA analysis to verify each hypothesis, this research founded : 
1. There is a significant positive influence on consumers’ 
   purchase intention of luxury bags by the identification 
   of advertising and customer value.
2. There is a positive significant influence on consumer’ 
   purchase intention of luxury bags by the identification 
   of advertising appeals, no matter of central or 
   peripheral routes.
    3. There is a positive significant influence on consumer’ purchase intention of luxury bags by customer value.
    4. The perceived risk has a moderator effect on the influence of customer value to consumer purchase intention. When consumer has higher perceived risk, even the consumer has higher customer value will also reduce their purchase intention.
    According to the study results, the managerial implications of the study, shows that identification of different advertising appeals both can increase consumers' purchase intentions. Shows the effect of the path itself, if it works, you can have an impact on consumers. In addition, the luxury products provider can provide more complete product information to consumers who are more involved, and even to attract potential consumers’attention.

目錄………………………………………………………………………I
表目錄…………………………………………………………………III
圖目錄……………………………………………………………………V
第一章  緒論  …………………………………………………………1
第一節 研究背景 ………………………………………………………1
第二節 研究動機 ………………………………………………………2
第三節 研究目的 ………………………………………………………4
第四節 研究流程 ………………………………………………………5
第二章 文獻探討 ………………………………………………………7
第一節 精品 ……………………………………………………………7
第二節 推敲可能性模式………………………………………………11
第三節 顧客價值………………………………………………………18
第四節 知覺風險………………………………………………………23
第五節 購買意願………………………………………………………26
第六節 推敲可能性模式、顧客價值、知覺風險與購買意願各構面間 
       之相關研究……………………………………………………29
第三章 研究方法  ……………………………………………………32
第一節 研究架構………………………………………………………32
第二節 研究假設………………………………………………………33
第三節 研究對象與問卷設計…………………………………………33
第四節 研究變項的定義與衡量………………………………………35
第五節 抽樣與資料分析………………………………………………41
第六節 資料分析與統計方法…………………………………………41
第四章 研究結果與分析  ……………………………………………44
第一節 問卷發送、回收及分析………………………………………44
第二節 基本資料敘述性分析…………………………………………45
第三節 因素分析與信度分析…………………………………………49
第四節 廣告訴求路徑認同度操弄之效度檢…………………………56
第五節 研究變項之迴歸分析…………………………………………57
第六節 研究變項之層級迴歸分析……………………………………64
第七節 統計變項之T檢定及單因子變異數分析 ……………………71
第八節 小結……………………………………………………………84
第五章  結論、討論與建議 …………………………………………86
第一節 研究結論與討論………………………………………………86第二節 建議與研究限制………………………………………………90
參考文獻 ………………………………………………………………92
附錄一：廣告訴求中央路徑問卷  …………………………………102
附錄二：廣告訴求周圍路徑問卷……………………………………107
 
表目錄
表2-1 精品市場分類表  ………………………………………………8
表2-2 顧客價值定義整理表 …………………………………………19
表3-1 廣告訴求路徑認同度衡量表 …………………………………36
表3-2 顧客價值衡量表 ………………………………………………37
表3-3 知覺風險衡量表 ………………………………………………39
表3-4 購買意願衡量表 ………………………………………………40
表4-1 問卷回收統計表 ………………………………………………44
表4-2 基本資料之次數分配表 ………………………………………46
表4-3 Bartlett球形檢定與KMO檢定結果表  ………………………50
表4-4 廣告訴求路徑認同度之因素分析表 …………………………51
表4-5 顧客價值之因素分析表 ………………………………………52
表4-6 知覺風險之因素分析表 ………………………………………53
表4-7 購買意願之因素分析表 ………………………………………55
表4-8 各構面之信度分析表 …………………………………………56
表4-9 廣告訴求路徑認同度t檢定表  ………………………………56
表4-10 廣告訴求路徑、顧客價值對購買意願之迴歸分析表………57
表4-11 假設修正表    ………………………………………………58
表4-12 廣告訴求中央路徑認同度、顧客價值對購買意願之迴歸分析
       表………………………………………………………………59
表4-13 廣告訴求中央路徑認同度、顧客價值對購買意願之迴歸分析
       表………………………………………………………………60
表4-14 廣告訴求中央路徑認同度對購買意願之迴歸分析表………61
表4-15 廣告訴求周圍路徑認同度對購買意願之迴歸分析表………62
表4-16 顧客價值對購買意願之迴歸分析表…………………………63
表4-17 廣告訴求中央路徑認同度、顧客價值、知覺風險的交互作用
       對購買意願的層級迴歸分析表………………………………65
表4-18 廣告訴求周圍路徑認同度、顧客價值、知覺風險的交互作用
       對購買意願的層級迴歸分析表  ……………………………66
表4-19 廣告訴求中央路徑認同度與知覺風險的交互作用對購買意願 
       的層級迴歸分析表……………………………………………67
表4-20 廣告訴求周圍路徑認同度與知覺風險的交互作用對購買意願 
       的層級迴歸分析表  …………………………………………69
表4-21 顧客價值與知覺風險的交互作用對購買意願的層級迴歸分析
       表………………………………………………………………70
表4-22 廣告訴求路徑、顧客價值與購買意願之單變量變異數分析
       表………………………………………………………………71
表4-23 不同廣告訴求路徑在購買意願之T檢定分析表 ……………72
表4-24 不同顧客價值在購買意願之T檢定分析表 …………………72
表4-25 性別在各變項之T檢定表   …………………………………73
表4-26 婚姻在各變項之T檢定表 ……………………………………73
表4-27 年齡在各變項之ANOVA檢定表 ………………………………74
表4-28 職業在各變項之ANOVA檢定表 ………………………………75
表4-29 職務類別在各變項之ANOVA檢定表 …………………………77
表4-30 教育程度在各變項之ANOVA檢定表 …………………………78
表4-31 有無購買精品包之經驗在各變項之T檢定表 ………………79
表4-32 最近一次購買精品包之價格在各變項之ANOVA檢定表 ……79
表4-33 每人每月可支配所得在各變項之ANOVA檢定表 ……………80
表4-34 精品包主要資訊來源在各變項之ANOVA檢定表 ……………81
表4-35 居住地點在各變項之ANOVA檢定表 …………………………83
表4-36 本研究之假設驗證結果表  …………………………………85
 
圖目錄
圖1-1 研究流程圖………………………………………………………6
圖2-1 推敲可能性模式 ………………………………………………15
圖2-2 總價值構成圖 …………………………………………………21
圖3-1 研究架構 ………………………………………………………32
圖3-2 實驗操弄之中央路徑圖片 ……………………………………34
圖3-3 實驗操弄之周圍路徑圖片 ……………………………………35

一、中文部分
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