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系統識別號 U0002-1706201911133600
中文論文名稱 精品產業知覺價值與品牌形象對購買意圖影響之研究
英文論文名稱 The Influences of Perceived Value and Brand Image on Purchase Intention - An Empirical Study in Taiwan’s Luxury Industry.
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 107
學期 2
出版年 108
研究生中文姓名 方韶安
研究生英文姓名 Shao-An Fang
學號 606550548
學位類別 碩士
語文別 中文
口試日期 2019-06-02
論文頁數 87頁
口試委員 指導教授-張俊惠
委員-詹乾隆
委員-魏上淩
中文關鍵字 精品  知覺價值  品牌形象  態度  購買意圖 
英文關鍵字 luxury  perceived value  brand image  attitude  purchase intention 
學科別分類
中文摘要 精品一向有著奢華、尊貴的地位象徵,是社會各階層消費者所渴望的產品。其中許多精品品牌有著長久的歷史文化,至今仍在全球保有至高的地位。近幾年精品產業銷售成長雖逐漸趨緩,但隨著亞洲市場崛起、網購習慣普及以及千禧世代交替,仍然有許多研究報告對精品產業的發展抱持樂觀的展望。因此本研究將針對精品產業有關的消費行為進行研究。
由於在消費行為的研究上,有許多學者採用知覺價值的構面來衡量消費者行為,再加上品牌形象在行銷領域的地位日趨重要。因此本研究將探討功利價值、象徵價值、享樂價值和品牌形象對精品消費者購買意圖之影響。而根據(Fishbein & Ajzen 1975)研究指出,態度是購買意圖產生的重要前因。據此,本研究亦探討精品的消費者中,態度所扮演之中介角色。
本研究使用SPSS 22.0和LISREL 8.7做為資料分析工具,透過結構方成模式分析得出以下結論:
一、功利價值、象徵價值、品牌形象對精品消費者購買意圖有顯著影響。
二、態度扮演部分重要中介角色。
英文摘要 Luxury goods has been the symbol as extravagance and nobility, also it is the product customer always coveted no matter their social stratum. Many luxury brand has a long standing history, though global economy has undergone fluctuations , they still stand a dominant market position in the world. Although the sales of luxury industry has slowed down in recent years, still many research pointed out luxury industry has a promising future due to the raise of Asian markets, online shopping and millennials. Thence this study will focus on consumer behavior in Taiwan luxury market.
Since perceived value has been applied wildly under customer behavior researches. Besides, the importance of brand image in marketing are getting stronger gradually, therefore this study aims to explore the impact of utilitarian value, symbolic value, hedonic value and brand image on consumers' luxury goods purchase intentions in Taiwan. According to Fishbein & Ajzen(1975), attitude is an important factor to lead purchase intentions, so in this study, attitude will be applied as a Mediation role in this research model.
SPSS 22.0 and LISREL 8.7 would be applied to conclude following results:
1. Utilitarian value, symbolic value, and brand image have significant impact on the purchase intention of Taiwanese boutique consumers.
2. Attitude plays part of the important intermediary role in the study.
論文目次 目錄
目錄 i
表目錄 iii
圖目錄 iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究範圍及對象 6
第五節 研究流程 7
第二章 文獻回顧 8
第一節 精品定義與產業概況 8
一、 精品定義 8
二、 產業概況 9
第二節 知覺價值定義與衡量構面 11
一、 知覺價值定義 11
二、 知覺價值衡量構面 13
三、 精品消費者知覺價值相關研究 17
第三節 品牌形象 19
第四節 態度 21
第五節 購買意圖 21
第三章 研究方法 22
第一節 觀念架構 22
第二節 研究假說 23
第三節 研究變數之操作型定義與衡量 26
第四節 問卷設計 32
第五節 資料分析方法 33
第四章 資料分析與結果 38
第一節 敘述性統計分析 38
第二節 信度分析 48
第三節 結構方程式模型分析 49
一、結構方程模式模型分析 49
二、 整體模型配適度 54
三、 衡量模式評估 55
四、 研究假說與驗證結果 57
五、 結構路徑圖分析 60
第五章 研究結論與發現 62
第一節 研究結論 62
第二節 研究發現 64
第三節 研究限制與未來研究建議 66
參考文獻 67
中文文獻 67
英文文獻 69
網路文獻 80
附錄  研究問卷 81


表目錄
表 2 1 精品產業三大集團 10
表 2 2 知覺價值定義彙整 12
表 2 3 知覺價值衡量構面 16
表 2 4 精品知覺價值相關文獻 18
表 2 5 品牌形象相關文獻 20
表 3 1 本研究假說彙整表 25
表 3 2 功利價值之操作性定義 26
表 3 3 象徵價值之操作性定義 27
表 3 4 享樂價值之操作性定義 28
表 3 5 品牌形象之操作性定義 29
表 3 6 態度之作性定義 30
表 3 7 購買意圖之操作性定義 31
表 3 8 問券發放與回收狀況 32
表 3 9 Cronbach α的數值對照表 33
表 3 10 參數符號彙整表 35
表 3 11 整體模式配適度之配適指標彙整 37
表 4 1 整體有效樣本之性別分布情形 38
表 4 2 整體有效樣本之年齡分佈情形 39
表 4 3 整體有效樣本之教育程度分佈情形 40
表 4 4 整體有效樣本之婚姻狀況分佈情形 40
表 4 5 整體有效樣本之職業分佈情形 41
表 4 6 整體有效樣本之平均月收入分佈情形 42
表 4 7 整體有效樣本之居住地分佈情形 43
表 4 8 整體有效樣本之購買頻率分佈情形 44
表 4 9 整體有效樣本之購買地點分佈情形 45
表 4 10 整體有效樣本之精品平均購買價格分佈情形 46
表 4 11 整體有效樣本之最常購買的精品品牌分佈情形 47
表 4 12 整體樣本各構面之信度分析表 48
表 4 13 本研究線性結構模型之相關參數彙整 51
表 4 14 整體模型配適度衡量結果彙整表 54
表 4 15 整體衡量模式之評估 56
表 4 16 本研究假說驗證結果 59

圖目錄
圖 1 1 全球精品銷售成長率 2
圖 1 2 全球精品銷售額 2
圖 1 3 研究流程圖 7
圖 3 1 研究架構 22
圖 4 1 本研究之整體研究路徑架構圖 50
圖 4 2 整體研究路徑分析圖 60

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網路文獻
亞洲精品市場新風潮(上),前進亞洲—奢華進行式,商業週刊(2017/09/12),網址:http://bw.businessweekly.com.tw/event/tods/memory-9.html
國際精品吸引力,台北名列全球第10,(2016/05/16),網址:http://www.jll.com.tw/taiwan/zh-tw/news/134/destinationretailtaipei
奢侈市場救星 還要靠千禧世代!聯合報,(2016/02/18),網址:https://style.udn.com/style/story/8066/1508338
Global personal luxury goods market expected to grow by 6-8 percent to €276-281b in 2018, driven by strong rebound in China,(2018/6/7),網址:https://www.bain.com/about/media-center/press-releases/2018/bain-spring-luxury-report-2018/
LOUIS VUITTON台灣官網:https://tw.louisvuitton.com/zht-tw/lv-for- unicef/lv-for-unicef#
Ralph Lauren官網:https://www.ralphlauren.asia/zh-hant/pinkpony2018
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What Does Luxury Mean Today?,網址:https://www.localmeasure.com/post/luxury-mean-today
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