奢侈品品牌形象、奢侈品價值與品牌態度對消費者購買意圖之影響

The Effects of Luxury Brand Image, Luxury Value, Brand Attitude on Consumers' Purchase Intentions

10.6495/CIMBM.2014.021

花千惠(Chien-Hui Hua)；胡凱傑(Kai-Chieh Hu)

品牌形象 ； 奢侈品價值 ； 品牌態度 ； 購買意圖 ； Luxury Brand Image ； Luxury Value ； Brand Attitude ； Consumers' Purchase Intentions

科際整合管理研討會

2014第17屆（2014 / 06 / 22）

293 - 307

繁體中文

本研究目的係探討並驗證奢侈品品牌形象、奢侈品價值與品牌態度對消費者購買意圖之影響，以了解如何提高奢華品牌之品牌形象、奢侈品價值與品牌態度，進而提昇消費者購買意圖。本研究採Google線上進行問卷調查，針對消費者蒐集其對奢侈品品牌形象、奢侈品價值、品牌態度與購買意圖感受度，共獲得有效問卷415份。經文獻回顧相關理論後以結構方程模式進行分析。首先，透過衡量變數作確認性因素分析檢視各構面之適配度，再者，本研究以結構方程模式檢驗消費者行為意向；研究結果顯示，奢侈品價值、品牌態度與購買意圖之間確有正向影響關係，惟品牌形象需透過品牌態度方能影響購買意圖。最後，本研究提出相關結論，提供奢華品牌經營業者做為未來經營模式之參考依據。

The purpose of this study is to explore and verify the effects of luxury brand image, luxury value and brand attitude on consumers' purchase intentions, as attempts to understand how to improve the luxury brand image, luxury value and brand attitude, and further enhances the consumers' purchase intentions. This study used the Structrual Equation Model (SEM) as an analysis method. Total 415 questionnaires were valid, as were distributed through Google's online survey system. This study also proposed some relevant conclusions, which would be helpful to the luxury brand managers, and will give them a reference in their decision making process.