奢侈品市場擁有龐大的產值，且近年來呈現持續成長的狀態。如今，年輕世代的消費者已成為奢侈品市場的主要消費客群之一。本研究目的為探討「炫耀性消費傾向」、「衝動購買傾向」、「享樂價值」、「社會從眾」、「品牌忠誠度」、「知覺品質」是否會影響消費者對奢侈品的購買意願。研究對象主要為奢侈品的消費者，並依據年齡劃分成：樣本A「18到25歲的大學生與碩士生」與樣本B「26歲以上的社會人士」兩個樣本分別蒐集到397與233份有效問卷，接著針對兩個不同年齡層消費者個別進行迴歸分析並且比較結果之差異性。
    根據研究結果發現樣本A與樣本B之「炫耀性消費傾向」與「享樂價值」對奢侈品的購買意願皆無顯著性差異。樣本A與樣本B之「衝動購買傾向」、「品牌忠誠度」、「知覺品質」對奢侈品的購買意願皆有顯著正向關係。值得注意的是：樣本A之「社會從眾」對奢侈品的購買意願有顯著正向關係；樣本B之「社會從眾」對奢侈品的購買意願則無顯著性差異。因此，本研究發現「社會從眾」對年輕與年長的消費者在奢侈品的購買意願上具有不同的影響效果。

The luxury goods market has reached high sales revenue in recent years and it is growing constantly. Different from the stereotype that only middle-age and older consumers would purchase the luxury goods, the young generations have become the luxury good market’s target customers. The purpose of this paper is to discuss whether the six factors, including conspicuous consumption, impulsive buying, hedonic value, bandwagon effect, brand loyalty and perceived quality, would influence customers’ purchase intention on luxury goods. Therefore, six hypotheses are proposed. The research method of this paper is to send out the questionnaire and analyze the collected data through the software, IBM SPSS Statistics 22.0. The target respondents are people who have the experience of purchasing luxury goods and based on the age, they are divided into two groups, sample A consisting of undergraduates and graduates between 18 and 25 years old and sample B consisting of non-students over 26 years old. The multiple regression analysis is conducted in both samples and the results are compared.
     According to the results, it is found that in both samples, the relationship between conspicuous consumption and purchase intention is not significant, and neither is the relationship between hedonic value and purchase intention. In both samples, the relationships between impulsive buying and purchase intention, brand loyalty and purchase intention, and perceived quality and purchase intention, are all significant and the directions are positive. It is noticed that in sample A, the relationship between bandwagon effect and purchase intention is proved to be significant and the direction is positive. On the contrary, in sample B, the relationship between bandwagon effect and purchase intention is not significant.

目錄 i
表目錄 iii
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 奢侈品 5
第二節 炫耀性消費傾向 8
第三節 衝動購買傾向 11
第四節 享樂價值 15
第五節 社會從眾 17
第六節 品牌忠誠度 20
第七節 知覺品質 24
第八節 購買意願 27
第三章 研究方法 30
第一節 研究架構 30
第二節 研究假設 31
第三節 研究變數定義與衡量 32
第四節 研究設計 39
第五節 資料分析方法 45
第四章 研究結果 47
第一節 初步資料分析 47
第二節 假說驗證 - 樣本A 66
第三節 假說驗證 - 樣本B 69
第四節 附帶分析 72
第五章 研究結論與建議 77
第一節 研究結論 77
第二節 研究建議 81
第三節 研究限制與未來研究方向 84
參考文獻 86
附錄 101
一、研究問卷 101
二、訪談逐字稿 104

表目錄
表2-3-1 衝動性購買之八項特徵 11
表2-6-1 品牌忠誠度之條件 20
表2-6-2 品牌忠誠度之發展階段 21
表2-8-1 本研究六個自變數對購買意願之影響關係 28
表3-3-1 炫耀性消費傾向之衡量題 32
表3-3-2 衝動購買傾向之衡量題項 33
表3-3-3 享樂價值之衡量題項 34
表3-3-4 社會從眾之衡量題項 35
表3-3-5 品牌忠誠度之衡量題項 36
表3-3-6 知覺品質之衡量題項 37
表3-3-7 購買意願之衡量題項 38
表4-1-1 問卷回收結果 47
表4-1-2 有效樣本之基本資料統計 49
表4-1-3 各構面之敘述型統計分析 - 樣本A 50
表4-1-4 各構面之敘述型統計分析 - 樣本B 51
表4-1-5 KMO與Bartlett的球形檢定 – 炫耀性消費傾向(樣本A) 52
表4-1-6 因素分析 – 炫耀性消費傾向(樣本A) 53
表4-1-7 KMO與Bartlett的球形檢定 – 衝動購買傾向(樣本A) 53
表4-1-8 因素分析 – 衝動購買傾向(樣本A) 54
表4-1-9 KMO與Bartlett的球形檢定 – 享樂價值(樣本A) 54
表4-1-10 因素分析 – 享樂價值(樣本A) 55
表4-1-11 KMO與Bartlett的球形檢定 – 社會從眾(樣本A) 55
表4-1-12 因素分析 – 社會從眾(樣本A) 56
表4-1-13 KMO與Bartlett的球形檢定 – 品牌忠誠度(樣本A) 56
表4-1-14 因素分析 – 品牌忠誠度(樣本A) 57
表4-1-15 KMO與Bartlett的球形檢定 – 知覺品質(樣本A) 57
表4-1-16 因素分析 – 知覺品質(樣本A) 58
表4-1-17 KMO與Bartlett的球形檢定 – 炫耀性消費傾向(樣本B) 58
表4-1-18 因素分析 – 炫耀性消費傾向(樣本B) 59
表4-1-19 KMO與Bartlett的球形檢定 – 衝動購買傾向(樣本B) 59
表4-1-20 因素分析 – 衝動購買傾向(樣本B) 60
表4-1-21 KMO與Bartlett的球形檢定 – 享樂價值(樣本B) 60
表4-1-22 因素分析 – 享樂價值(樣本B) 61
表4-1-23 KMO與Bartlett的球形檢定 – 社會從眾(樣本B) 61
表4-1-24 因素分析 – 社會從眾(樣本B) 62
表4-1-25 KMO與Bartlett的球形檢定 – 品牌忠誠度(樣本B) 62
表4-1-26 因素分析 – 品牌忠誠度(樣本B) 63
表4-1-27 KMO與Bartlett的球形檢定 – 知覺品質(樣本B) 63
表4-1-28 因素分析 – 知覺品質(樣本B) 64
表4-1-29 信度分析結果 – 樣本A 64
表4-1-30 信度分析結果 – 樣本B 65
表4-2-1 本研究六個構面與購買意願之迴歸分析彙整表 - 樣本A 67
表4-2-2 假說驗證結果表 – 樣本A 68
表4-3-1 本研究六個構面與購買意願之迴歸分析彙整表 - 樣本B 70
表4-3-2 假說驗證結果表 – 樣本B 71
表4-4-1 不同性別下，本研究六個構面對購買意願之影響 – 樣本A 72
表4-4-2 不同性別下，本研究六個構面對購買意願之影響 – 樣本B 73
表4-4-3 不同性別與樣本下，本研究六個構面對購買意願的影響之彙整表 74	
表4-4-4 不同年齡下，本研究六個構面對購買意願之影響 – 樣本B 75
表4-4-5 不同月所得下，本研究六個構面對購買意願之影響 – 樣本B 76
表5-1-1 研究假說驗證結果彙整表 77

圖目錄
圖1-3-1 研究流程 4
圖2-7-1 影響知覺品質之因素 25
圖2-8-1 購買之抉擇過程 27
圖3-1-1 本研究之研究架構 30

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