近年來，由於亞洲市場消費力的旺盛，使得許多歐洲精品品牌開始注重亞洲這一塊市場。在全球800億美元的精品市場中，亞洲就佔了37%。其中，台灣3%的營業額與新加坡和東南亞的銷售量並駕齊驅。顯示了台灣在精品市場的消費實力不容小覷。對精品公司而言，精確的區隔出目標消費族群，並進行有效的行銷溝通方式，是精品公司獲利的主要關鍵。故本研究將探討台灣曾經購買過精品包之消費者的購買決策因素。

本研究根據Wiedmann et al. (2009)學者們所整理出的四種精品顧客價值－社會價值、個人價值、功能價值和財務價值，來做為精品消費族群的區隔變數，並探討不同精品顧客價值群所重視的精品價值與其選購精品時的購買決策。

本研究使用多變量變異數分析(MANOVA)來進行實證分析，自變數為不同的精品顧客價值群，而應變數為精品顧客價值與消費者購買決策。

本研究結論：

一、不同精品顧客價值群在精品顧客價值上有顯著差異。其中，名牌崇尚群的分
數皆顯著的高於實用功利群。

二、不同精品顧客價值群在消費者購買決策上有顯著差異。其中，名牌崇尚群的
分數皆高於實用功利群。

    由本研究的實證分析結果可得知，名牌崇尚群確實是精品包市場的主要消費族群，故對精品包市場做出消費族群之區隔有其必要性。

Due to the booming consumption in Asian market in recent years, numerous European luxury brands began to focus on Asian market. Within the accumulated gross of 80 billion U.S. dollars in global luxury goods market, Asian market alone takes up 37% of the share; and Taiwan possesses 3% in the Asian market which is equivalent with Singapore and Southeast Asia. Evidently, Taiwan’s consumption in luxury goods market should not be overlooked. To luxury brand corporations, precisely segmenting target consumer and applying effective marketing communication strategy are the keys to increase profits. Therefore, the study aims to investigate the purchase decisions imposed by consumers who have purchased luxury handbags in Taiwan.

The four customer values of luxury brand: social value, individual value, functional value, and financial value in this study are according to the study results of Wiedmann et al. (2009). The study applying four customer values of luxury brands as targeting variable, and investigates the luxury value and purchase decisions of different groups of customer value on luxury brand.

This study applies MANOVA to analyze the data. Independent variables are the different groups of customer value on luxury brand, and dependent variables are customer value and consumer purchase decisions on luxury brand.

The results of this study are as follow:

1.The differences between the different groups of customer value on luxury brand, and the score of luxury brand conscious group is higher than utilitarian group.

2.The differences between the different groups of consumer purchase decisions on luxury brand, and the score of luxury brand conscious group is higher than utilitarian group.

In conclusion, the luxury brand conscious group is the primary consumers of luxury brand handbag market. Therefore, market segmentation is necessary.

目錄

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 4
第三節  研究目的 7
第四節  研究範圍與對象 8
第五節  研究流程 10

第二章 文獻探討 11
第一節  精品定義與產業範疇 11
第二節  精品顧客價值 16
第三節  消費者行為 41
第四節  製造來源國與品牌形象 49

第三章 研究方法 61
第一節  研究架構 61
第二節  研究假說 63
第三節  研究變數之操作性定義與衡量 65
第四節  研究設計 74
第五節  資料分析方法 77

第四章 資料分析與結果 80
第一節  樣本資料與精品消費情況之敘述性統計分析 80
第二節  精品顧客價值構面之信度分析 89
第三節  精品顧客價值因素分析與集群命名 90
第四節  精品顧客價值群之特徵描述 98
第五節  精品顧客價值群之涉入程度 117
第六節  研究假說之驗證與結果 118


第五章 研究結論與發現 135
第一節  研究結論 135
第二節  研究發現 137
第三節  研究限制與未來建議 141

參考文獻 142

附錄  正式問卷 164


表目錄
表2-1  精品市場分類表 15
表2-2  顧客價值定義之彙整表 22
表2-3  顧客價值衡量構面之彙整表 29
表2-4  精品價值 31
表2-5  精品顧客價值之定義 34
表2-6  精品消費者類型 37
表2-7  精品顧客價值消費者類型 40
表2-8  消費者行為定義之彙整表 41
表2-9  消費者行為模式 43
表3-1  社會價值之操作性定義與衡量問項 65
表3-2  個人價值之操作性定義與衡量問項 66
表3-3  功能價值之操作性定義與衡量問項 67
表3-4  財務價值之操作性定義與衡量問項 68
表3-5  問題確認之操作性定義與衡量問項 69
表3-6  資訊收集之操作性定義與衡量問項 70
表3-7  可行方案的評估之操作性定義與衡量問項 71
表3-8  購買之操作性定義與衡量問項 72
表3-9  購後評估之操作性定義與衡量問項 73
表3-10 問卷發放與回收情況統整表 76
表3-11  Cronbach’s α信度係數 77
表4-1  受訪者之人口統計資料 81
表4-2  消費者之精品消費情況 83
表4-3  消費者經常購買之精品包品牌 84
表4-4  消費者會優先考慮購買之精品包品牌 86
表4-5  消費者心目中最喜愛的前三名品牌 87
表4-6  精品顧客價值之信度分析 89
表4-7  精品顧客價值因素分析之KMO與巴氏球形檢定 91
表4-8  精品顧客價值主成分分析之結果 92
表4-9  精品顧客價值群數凝聚過程 93
表4-10  K-Mean分群法之ANOVA摘要表 94
表4-11 精品顧客價值之Wilks' Lambda值 95
表4-12 精品顧客價值之判別效果 95
表4-13 精品顧客價值集群之命名 97
表4-14 精品顧客價值群與性別之交叉表 98
表4-15 精品顧客價值群與年齡之交叉表 99
表4-16 精品顧客價值群與學歷之交叉表 100
表4-17 精品顧客價值群與職業之交叉表 101
表4-18 精品顧客價值群與婚姻狀況之交叉表 102
表4-19 精品顧客價值群與每月平均所得之交叉表 102
表4-20 精品顧客價值群與居住地點之交叉表 103
表4-21 精品顧客價值群與購買頻率之交叉表 104
表4-22 精品顧客價值群與購買頻率之卡方檢定 105
表4-23 精品顧客價值群與購買地點之交叉表 105
表4-24 精品顧客價值群與購買地點之卡方檢定 106
表4-25 精品顧客價值群與產品價格之交叉表 106
表4-26 精品顧客價值群與產品價格之卡方檢定 107
表4-27 精品顧客價值群之消費金額比重 107
表4-28 精品顧客價值群與網購服務之交叉表 108
表4-29 名牌崇尚群對製造來源國與品牌形象之卡方檢定 110
表4-30 實用功利群對製造來源國與品牌形象之卡方檢定 110
表4-31 精品顧客價值群與優先考慮購買的品牌之交叉表 111
表4-32 精品顧客價值群與經常購買的品牌之交叉表 114
表4-33 精品顧客價值群涉入程度之T檢定 117
表4-34 不同精品顧客價值群與精品顧客價值之多變量檢定 119
表4-35 精品顧客價值群與精品顧客價值之受試者間效應項檢 119
表4-36 不同精品顧客價值群之精品顧客價值平均數差異檢定 120
表4-37 不同精品顧客價值群與消費者購買決策之多變量檢定 121
表4-38 精品顧客價值群與消費者購買決策之受試者間效應項檢定122
表4-39 不同精品顧客價值群之消費者購買決策平均數差異檢定123
表4-40 不同精品顧客價值群之問題確認的描述性統計量 124
表4-41 不同精品顧客價值群之資訊收集的描述性統計量 126
表4-42 不同精品顧客價值群之可行方案評估的描述性統計量 128
表4-43 不同精品顧客價值群之購買的描述性統計量 130
表4-44 不同精品顧客價值群之購後評估的描述性統計量 132
表4-45 假說之驗證結果 134


圖目錄
圖1-1  研究流程圖 10
圖2-1  精品產業市場架構 13
圖2-2  全球精品市場的銷售比重 16
圖2-3  亞洲精品市場的銷售比重 16
圖2-4  消費價值的理論模式 19
圖2-5  顧客價值的階層模式 21
圖2-6  顧客價值─態度系統 24
圖2-7  顧客價值模型 25
圖2-8  精品顧客價值架構圖 36
圖2-9  精品價值與消費者類型 39
圖2-10  EKB消費者行為模式 44
圖2-11 暈輪效果 50
圖2-12 彙總效果 50
圖2-13 品牌形象三要素 56
圖2-14 品牌形象識別 57
圖2-15 精品製造來源國與品牌之交互作用 59
圖3-1  本研究架構圖 61
圖4-1  不同精品顧客價值群之消費金額比重圓餅圖 108
圖4-2  名牌崇尚群之問題確認 125
圖4-3  名牌崇尚群之資訊收集 127
圖4-4  名牌崇尚群之可行方案的評估 129
圖4-5  名牌崇尚群之購買 131
圖4-6  名牌崇尚群之購後評估 133

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楊爵光 (2005)，「品牌權益和製造來源國影響力之研究－以 FCB 模式分析」，淡江大學國貿學系國際企業學碩士班碩士論文。

廖慶榮 (2006)，研究報告格式手冊，台北：五南圖書出版公司。

劉智源 (2005)，「來源國印象，產品知識與產品價值對產品認知及購買意願之探討」，元智大學管理研究所碩士論文。

盧淑芬 (2006)，世界時尚名牌聖經，台北：太雅。

盧縉梅 (2007)，「時尚品牌行銷模式之研究」，國立臺灣師範大學設計研究所在職進修碩士班碩士論文。

謝佳玲 (2005)，「來源國效應對消費者決策過程之影響研究」，中國文化大學國際企業管理研究所碩士論文。

謝雅菱 (2005)，「製造來源國與品牌名稱對消費者購買意願影響之研究-以國際性服飾品牌為例」，大葉大學國際企業管理學系碩士班碩士論文。 

簡佑容 (2007)，「來源國效果、品牌形象與產品涉入對消費者購買意願影響之研究」，大葉大學國際企業管理學系碩士班碩士論文。 

顏慶迎 (2006)，「法國時尚產業為何稱霸全球」，淡江大學歐洲研究所碩士班碩士論文。

鐘紫云 (2007)，「大學生名牌精品消費現象研究」，國立臺灣師範大學社會教育學系碩士論文。


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三、網站部分

「台灣消費者最渴望擁有亞曼尼、古馳與路易威登」，AC尼爾森調查，2006年3月6日，http://tw.cn.acnielsen.com/news/20060306.shtml。

「全球九成線上受訪者認為名牌訂價過高」，AC尼爾森調查，2006年5月18日，http://tw.cn.acnielsen.com/news/20060518.shtml。

「高流行感女性，帶動消費市場更多的動能與商機」，E-ICP行銷資料庫，2007年7月27日，http://www.isurvey.com.tw/7_eol/2_detail.aspx?id=668。

「香港、印度最多名牌粉絲的亞洲國家」，尼爾森全球時尚品牌線上調查，2008年4月1日，http://tw.cn.acnielsen.com/site/news20080401.shtml。

BRAND名牌時尚網，http://www.brand.net.tw/。

BURBERRY，http://www.burberry.com/HomeWorld.aspx。

BVLGARI，http://www.bulgari.com/splash.php。

CHANEL，http://www.chanel.com/。

E-ICP東方消費者行銷資料庫，http://www.isurvey.com.tw/3_product/1_eicp.aspx。

GUCCI，http://www.ppr.com/。

Hermès，http://www.hermes.com/。

Isurvey東方線上，http://www.isurvey.com.tw/。

LVHM ，http://www.lvmh.com/。

Nielsen Taiwan，http://tw.nielsen.com/site/index.shtml。

卓怡君、王瀅娟、黃文鍠，「搶購名牌環保包 南北暴動」，2007年7月7日，自由時報電子報，http://www.libertytimes.com.tw/2007/new/jul/7/。

陳凌雯，「LV vs. Coach，誰能Catch 年輕消費新勢力」，E-ICP行銷資料庫，2006年9月20日，http://www.isurvey.com.tw/7_eol/2_detail.aspx?id=897。

陳凌雯，「台灣女性流行族群消費分析－族群分析破解時尚消費密碼」，E-ICP行銷資料庫，2008年9月12日，http://www.isurvey.com.tw/7_eol/2_detail.aspx?id=222

摩根史坦利公司：http：//www.morganstanley.com/。