奢侈品之炫耀性、涉入程度與心流體驗對消費者購買意願之影響－以高價盆栽為例

The Effect of Conspicuousness, Involvement and Flow on Purchase Intention of Luxury-High Price Bonsai

林育則(Yu-Tse Lin)；夏康寧(Kang-Ning Xia)

炫耀性 ； 心流體驗 ； 涉入程度 ； 購買動機 ； 盆栽 ； Conspicuousness ； Flow experience ； Involvement ； Purchase intention ； Bonsai

企業管理學報

89期（2011 / 06 / 01）

57 - 80

繁體中文

在M型社會趨勢下，M型社會右端的富有者對於奢侈品的消費不斷提昇，尤其是藝術品所帶來精神層面上的滿足，其中也包含活的藝術品－盆栽，本研究主要探討高價盆栽消費者從事購買活動時，在炫耀性、涉入程度、心流體驗與購買意願的關係，一方面檢測涉入程度在炫耀性與心流體驗之中介角色：以及心流體驗在涉入程度與購買意願之中介角色；同時亦分析影響消費者購買高價盆栽之主要動機。研究對象以高價盆栽消費者作為調查取樣的樣本，有效樣本150份，採問卷調查法，並利用單因子變異數分析、相關分析及迴歸分析進行統計檢定。研究結果顯示一、涉入程度在炫耀性與心流體驗之間扮演著部分中介的角色。二、心流體驗在涉入程度與購買意願之間也扮演著部分中介的角色。

In the trend of M-shape society, the right wing of M-shape wealthy individuals starts to focus on the quality of arts and its value for improving their inner spirit. This absolutely includes the value of bonsai. The purpose of this research is to explore the incentives of purchasers of high price bonsais. When they are purchasing the high price bonsais, the relationship among the conspicuousness, the involvement, the flow experience, and purchase intention. Furthermore, the research analyzed the data to conclude the key factors in increasing purchasers' incentives. The data were collected by questionnaire and survey. There were 150 valid samples. The research method used including one-way ANOVA, relating research methods and regression analysis. The conclusions were drawn and results are stated as follows; First, the involvement partially mediates the conspicuousness and flow. Second, the flow plays a partial mediator between the involvement and purchase intention.

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