近年來，亞洲地區消費者對於歐系奢華品牌趨之若鶩的現象背後，探討消費者的購買動機為何。架構的部份，以計畫性行為理論為參考基礎，主要的三種影響因素，分別為物質傾向與自我品牌連結以及消費者對於奢華品牌的知覺價值、消費者受到社會影響的程度，並進一步針探討消費者進行奢華品牌購買時中自我建構的影響(可細分為獨立我、互依我)，而不同類型的消費者會因外在或內在因素產生不同的購買決策。

    在研究方法的部份，主要是以Amos結構方程模型(SEM)進行資料分析，透過消費者對於不同因素是否有顯著的影響，並進行分群比較分析。樣本是以有固定收入的上班族為主要受測對象，共計有效樣本數322位。研究證實當消費者在進行選擇時，物質傾向與自我品牌連結以及品牌知覺價值、社會傾向或個人傾向會影響消費者的決策，同時驗證了之前學者的研究，依據研究結果顯示，可將自我建構分為三種類型；獨立我型、互依我型以及原始我型消費者，不同類型的消費者會受到不同的影響因素，因而產生不同的消費行為與意願。

According to these years, in Asia, more and more consumers are interested in European luxury goods, so we want to find out the motivation behind the consumers why they want to buy the luxury goods. In the construct, we use Theory of Planned Behavior as a reference base and separate the motivation into three parts, materialism and self-brand connection 、the perception value of luxury-brands and social influence. In this research, we discuss about how these factors affect the consumer choice and the relationship between these factors. Besides, we also investigate self-construal which could separate into two parts: independent-self、dependent-self. The results show that different types of consumers due to external or internal factors make different purchasing decision.

In the research method, we use the structure equation modeling (SEM) to research the effect of the variables and make multiple team comparison. In total, there are 322 samples in research. We choose samples are people who have salary.The results show that consumers are attracted by materialism and self-brand connection 、the perception value of luxury-brands and social influence. At the same time, we also verify the research from before scholars. According to the final reseach we could separate self-construal into three groups. Therefore, we get three kinds of consumer such as independent-self、dependent-self and original self. Different kinds of consumer would affect by multi-factors then make various decisions and have diversiform behaviors.

目錄
目錄………………………………………………………………………1
表目錄……………………………………………………………………3
圖目錄……………………………………………………………………4
第一章	緒論……………………………………………………………5
第一節	研究背景與動機………………………………………………5
第二節	研究目的………………………………………………………9
第三節	研究流程………………………………………………………10

第二章	文獻探討………………………………………………………11
第一節	計畫性行為理論………………………………………………11
第二節	物質傾向………………………………………………………14
第三節	自我品牌連結…………………………………………………17
第四節	社會影響………………………………………………………19
第五節	自我建構………………………………………………………21
第六節	品牌知覺價值…………………………………………………23

第三章	研究方法………………………………………………………33
第一節	研究架構………………………………………………………33
第二節	研究假說………………………………………………………34
第三節	研究對象與方法………………………………………………39
第四節	前測……………………………………………………………42
第五節	正式問卷設計…………………………………………………47
第四章	資料分析………………………………………………………53
第一節	樣本基本資料分析……………………………………………53
第二節	探索性因素分析………………………………………………55
第三節	驗證性因素分析………………………………………………58
第四節	路徑分析………………………………………………………61

第五章	結果論與建議…………………………………………………71
第一節	研究結論與貢獻………………………………………………71
第二節	管理意涵與實務建議…………………………………………73
第三節	研究限制………………………………………………………75
第四節	後續研究………………………………………………………76

參考文獻…………………………………………………………………78

附錄 問卷………………………………………………………………83

表目錄
表2-1 追求威望性消費者之分類………………………………………………….27
表3-1 女性各品牌知名度、炫耀性、獨特性、享樂性以及自我延伸之平均數與標
準差…………………………………………………………………….…….42
表3-2 男性各品牌知名度、炫耀性、獨特性、享樂性以及自我延伸之平均數與標
準差………………………………………………………………….……….44
表3-3 自我品牌連結量表…………………………………………………………..47
表3-4 物質傾向量表………………………………………………………………48
表3-5 獨立我與互依我量表…………………………………………………...……49
表3-6 品牌知覺價值的量表…………………………………………………...……50
表3-7 社會影響量表…………………………………………………...……………51
表3-8 奢華品牌購買意願量表……………………………………………………...52
表4-1 樣本的描述性統計……………………………………………………….….54
表4-2 探索性因素分析…………………………………………………………...…55
表4-3 衡量模式模型適配度……………………………………………………...…58
表4-4 收斂效度………………………………………………….............................59
表4-5 結構模式模型適配度…………………………………….............................61
表4-6 路徑係數………………………………..........................................................63
表4-7 自我建構集群分析……………………………..............................................62
表4-8 自我建構集群分析之最後集群中心點與ANOVA 分析...............................64
表4-9 整體模式與各類型樣本路徑係數表..............................................................65
表4-10 假說檢驗........................................................................................................69

圖目錄
圖1-1 研究流程圖…………………………………………………………………..10
圖2-1 TRA 模式架構圖………………………………………………………….…..12
圖2-2 TPB 模式架構圖………………………………………………………….…..12
圖2-3 介於方案評估與方案決策間的各項步驟圖…………………………………22
圖2-4 對於奢華產品消費的社會影響圖……………………………………………31
圖2-5 對於奢華產品消費的個人影響圖……………………………………………31
圖3-1 研究架構……………………………………………………………...……….33
圖3-2 研究架構與假說……………………………………………………………..34
圖4-1 結構模式……………………………………………………………………..62
圖4-2 原始我型……………………………………………………………………..66
圖4-3 互依我型……………………………………………………………………..66
圖4-4 獨立我型……………………………………………………………………..67
圖 5-1 動態的自我概念圖…………………………………………………….……73
圖5-2 消費者情境與參考群體影響…………………………………………….…..74

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