精品特質、衝動性特性、虛榮心對精品購買意願影響之研究

Study on Influences of Characteristic of Luxury Goods, Impulsive Characteristic and Vanity on Purchase Intention of Luxury Goods

10.29931/MR.201012.0002

陳協勝(Hsieh-Sheng Chen)；蔡璧卉(Pi-Hui Tsai)

精品特質 ； 衝動性特性 ； 虛榮心 ； characteristic of luxury ； impulsive characteristic ； vanity

行銷評論

7卷4期（2010 / 12 / 01）

447 - 470

繁體中文

由於精品產物使用人口日漸增加，使用者年齡層也普遍降低，國外品牌不斷引入之下，精品年銷售量成長率持續上升，顯示精品在台灣由過去的奢侈品漸轉爲必需品，消費者對購買精品的態度與過去也截然不同。本研究藉由消費者購買精品行爲來自精品彰顯性價值、獨特性價值、社會的價值、愉悅的價值、品質的價值等五項附加價值，探討此五種特質對消費者購買意願之影響。其中本研究加入衝動特性及虛榮心兩項變數，來探討消費者對精品購買意願。 本研究以購買過精品經驗的消費者爲受測對象，經線性結構方程式分析後發現：精品特質對衝動特性、虛榮心有顯著正向影響關係；精品特質、衝動特性與虛榮心對精品購買意願有顯著正向影響關係。精品特質分別透過衝動性特性的純粹式特性和提醒式特性間接影響精品購買意願；精品特質分別透過虛榮心的身體外表虛榮和成就虛榮間接影響精品購買意願。

As the population purchasing luxury goods increases, and the age level decreases, foreign brands have been continuously introduced into Taiwan, and the sales revenue of luxury goods keeps growing. Luxury goods in Taiwan have transformed from luxury products in the past into necessities; hence, consumers' attitude toward purchase of luxury goods has changed. The purchase of luxury goods is based on five additional values (i.e., conspicuous value, unique value, social value, hedonic value and quality value). This study aimed to explore the influences of these five traits on consumers' purchase intention, and included impulsive characteristic and vanity to probe into consumers' purchase intention of luxury goods. The subjects of this study were consumers who have purchased luxury goods. Linear structural equation analysis found that characteristic of luxury goods positively and significantly influences impulsive characteristic and vanity; characteristic luxury goods, impulsive characteristic and vanity positively and significantly influence purchase intention of luxury goods. By pure characteristic and reminding characteristic of impulsive characteristic, characteristic of luxury goods indirectly influences purchase intention of luxury goods; by physical vanity and achievement vanity of vanity, characteristic of luxury goods indirectly influences purchase intention of luxury goods.

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