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題名 精品品牌奢侈量表建構之研究
Constructing the Brand Luxury Scale
作者 楊淳聿
Yang,Chun-Yu
貢獻者 周文賢
Chou,Wen-Hshien
楊淳聿
Yang,Chun-Yu
關鍵詞 奢侈
奢侈品牌
炫耀性消費
獨特性
知覺品質
享樂價值
延伸自我
驗證性因素分析
多元尺度分析
Luxury
Luxury Brands
Conspicuous Consumption
Uniqueness
Perceived Quality
Hedonic
Extended-Self
CFA: Confirmatory Factor Analysis
MDS: Multi-Dimensional Scaling Analysis
日期 2006
上傳時間 18-九月-2009 13:42:04 (UTC+8)
摘要 「奢侈平民化」帶動奢侈品牌年年高成長的業績，卻迫使品牌必須面對截然不同的消費者態度與品味。品牌欲持續保有強勢地位，必須了解奢侈在消費者心目中的意義以及消費者如何評估奢侈品牌。因此，本研究欲探討台灣精品消費者認知中構成品牌奢侈的因素，建構衡量品牌奢侈之量表，並以量表探討消費者購買經驗對奢侈認知之影響，及分析個別品牌的現況及優劣勢，研擬具體的競爭策略方向。
本研究選取五個奢侈品牌作為分析標的，進行實證研究，期望達到下列研究目的：
(1)驗證品牌奢侈量表，建立評估奢侈品牌的管理工具；
(2)探討不同奢侈品牌購買經驗之消費者對各品牌奢侈認知的差異性；
(3)探討各奢侈品牌在消費者心目中的知覺定位，擬定未來的策略方向。
依本研究之目的，擬定研究架構及確立抽樣設計，並發放問卷收集消費者資訊。之後以二階驗證性因素分析檢驗品牌奢侈量表模式品質；再利用量表探討不同購買經驗對奢侈認知的影響；最後則以多元尺度分析進行知覺定位分析，經實證分析得到以下研究發現：
(1)品牌奢侈包含知覺炫耀性、知覺獨特性、知覺品質、知覺享樂價值與知覺延伸自我等五個構面，其影響力依序排列為知覺享樂價值>知覺延伸自我>知覺獨特性>知覺炫耀性>知覺品質。
(2)台灣地區消費者於購買奢侈品牌之產品後，對品牌奢侈程度的認知無明顯地降低，對品牌的奢侈評價與無購買經驗者沒有顯著差異。
(3)各奢侈品牌的改善重點主要包括知覺品質、知覺享樂價值以及知覺獨特性等三項，其中知覺品質為市場最重要之關鍵因素。
根據實證分析之結果，衍生出許多的策略涵意，包括掌握關鍵因素、規劃競爭策略以及未來發展方向等，可以作為奢侈品牌改善或塑造奢侈形象及規劃策略方向的參考依據。
“Luxury Democratization” brings great growth to the luxury goods market, but also forced these brands to confront consumers with different attitudes and tastes. As a result, it is critical for luxury brand managers to understand consumer’s perception of brand luxury in order to maintain the brands’ luxury image. This research focused on the confirmation of Brand Luxury Scale to understand Taiwanese cousumers’ perception of brand luxury. Based on the Scale, the influence of purchase experience to luxury perception was tested, and the competitive advantages of five luxury brands were analyzed. Competitive strategies of each brand were futher developed.
Research was conducted by using five luxury brands and expected to achieve the following research purposes:
(1)Confirm the Brand Luxury Scale to establish a managerial tool for brand luxuriousness evaluation;
(2)Use the Brand Luxury Scale to evaluate the influence of purchase experience to luxury perception;
(3)Use the Brand Luxury Scale to evaluate consumers’ perception of different brands, and seek to imply different competitive strategies for these brands base on the analysis.
After the conduction of research framework, sampling design and data collection, Secondary Comfirmatory Factor Analysis was used to confirm the structure of Brand Luxury Scale. 1-Way ANOVA was used to test the influence of purchase experience to luxury perception. Finally, Multi-Dimensional Scaling Analysis was implied to analyze the perceptual position of each brand. The research findings are as below:
(1)Brand Luxury is constructed by five dimensions: Perceived Conspicuousness, Perceived Uniqueness, Perceived Quality, Perceived Hedonic, and Perceived Extended-self. The order of dimensional influence is Perceived Hedonic> Perceived Extended -self> Perceived Uniqueness> Perceived Conspicuousness> Perceived Quality.
(2)No difference in brand luxury perception between different purchasing experience consumers was found, showing that the perceptions of brand luxury of Taiwanese consumers’ remain unchanged after purchase.
(3)Perceived Quality is the most important dimension of all, and the five luxury brands tested needs to improve in dimensions of Perceived Quality, Perceived Hedonic, and Perceived Uniqueness.
According to the results, several managerial implications were derived, including key factors in marketing and competitive strategy of each brand. These strategies can be used in improving the performance of perceived luxuriousness of brand, enhancing brand luxury image, and planning the direction of luxury marketing and brand strategy.
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網站部份
(1) Interbrand Corporation，http://www.interbrand.com/
(2) Mintel International Group Ltd.，http://report.mintel.com/
(3) Morgan Stanley Capital International，http://www.morganstanley.com/
描述 碩士
國立政治大學
企業管理研究所
92355066
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923550661
資料類型 thesis
dc.contributor.advisor 周文賢zh_TW
dc.contributor.advisor Chou,Wen-Hshienen_US
dc.contributor.author (作者) 楊淳聿zh_TW
dc.contributor.author (作者) Yang,Chun-Yuen_US
dc.creator (作者) 楊淳聿zh_TW
dc.creator (作者) Yang,Chun-Yuen_US
dc.date (日期) 2006en_US
dc.date.accessioned 18-九月-2009 13:42:04 (UTC+8)-
dc.date.available 18-九月-2009 13:42:04 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 13:42:04 (UTC+8)-
dc.identifier (其他 識別碼) G0923550661en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35062-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 92355066zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 「奢侈平民化」帶動奢侈品牌年年高成長的業績，卻迫使品牌必須面對截然不同的消費者態度與品味。品牌欲持續保有強勢地位，必須了解奢侈在消費者心目中的意義以及消費者如何評估奢侈品牌。因此，本研究欲探討台灣精品消費者認知中構成品牌奢侈的因素，建構衡量品牌奢侈之量表，並以量表探討消費者購買經驗對奢侈認知之影響，及分析個別品牌的現況及優劣勢，研擬具體的競爭策略方向。
本研究選取五個奢侈品牌作為分析標的，進行實證研究，期望達到下列研究目的：
(1)驗證品牌奢侈量表，建立評估奢侈品牌的管理工具；
(2)探討不同奢侈品牌購買經驗之消費者對各品牌奢侈認知的差異性；
(3)探討各奢侈品牌在消費者心目中的知覺定位，擬定未來的策略方向。
依本研究之目的，擬定研究架構及確立抽樣設計，並發放問卷收集消費者資訊。之後以二階驗證性因素分析檢驗品牌奢侈量表模式品質；再利用量表探討不同購買經驗對奢侈認知的影響；最後則以多元尺度分析進行知覺定位分析，經實證分析得到以下研究發現：
(1)品牌奢侈包含知覺炫耀性、知覺獨特性、知覺品質、知覺享樂價值與知覺延伸自我等五個構面，其影響力依序排列為知覺享樂價值>知覺延伸自我>知覺獨特性>知覺炫耀性>知覺品質。
(2)台灣地區消費者於購買奢侈品牌之產品後，對品牌奢侈程度的認知無明顯地降低，對品牌的奢侈評價與無購買經驗者沒有顯著差異。
(3)各奢侈品牌的改善重點主要包括知覺品質、知覺享樂價值以及知覺獨特性等三項，其中知覺品質為市場最重要之關鍵因素。
根據實證分析之結果，衍生出許多的策略涵意，包括掌握關鍵因素、規劃競爭策略以及未來發展方向等，可以作為奢侈品牌改善或塑造奢侈形象及規劃策略方向的參考依據。		zh_TW
dc.description.abstract (摘要) “Luxury Democratization” brings great growth to the luxury goods market, but also forced these brands to confront consumers with different attitudes and tastes. As a result, it is critical for luxury brand managers to understand consumer’s perception of brand luxury in order to maintain the brands’ luxury image. This research focused on the confirmation of Brand Luxury Scale to understand Taiwanese cousumers’ perception of brand luxury. Based on the Scale, the influence of purchase experience to luxury perception was tested, and the competitive advantages of five luxury brands were analyzed. Competitive strategies of each brand were futher developed.
Research was conducted by using five luxury brands and expected to achieve the following research purposes:
(1)Confirm the Brand Luxury Scale to establish a managerial tool for brand luxuriousness evaluation;
(2)Use the Brand Luxury Scale to evaluate the influence of purchase experience to luxury perception;
(3)Use the Brand Luxury Scale to evaluate consumers’ perception of different brands, and seek to imply different competitive strategies for these brands base on the analysis.
After the conduction of research framework, sampling design and data collection, Secondary Comfirmatory Factor Analysis was used to confirm the structure of Brand Luxury Scale. 1-Way ANOVA was used to test the influence of purchase experience to luxury perception. Finally, Multi-Dimensional Scaling Analysis was implied to analyze the perceptual position of each brand. The research findings are as below:
(1)Brand Luxury is constructed by five dimensions: Perceived Conspicuousness, Perceived Uniqueness, Perceived Quality, Perceived Hedonic, and Perceived Extended-self. The order of dimensional influence is Perceived Hedonic> Perceived Extended -self> Perceived Uniqueness> Perceived Conspicuousness> Perceived Quality.
(2)No difference in brand luxury perception between different purchasing experience consumers was found, showing that the perceptions of brand luxury of Taiwanese consumers’ remain unchanged after purchase.
(3)Perceived Quality is the most important dimension of all, and the five luxury brands tested needs to improve in dimensions of Perceived Quality, Perceived Hedonic, and Perceived Uniqueness.
According to the results, several managerial implications were derived, including key factors in marketing and competitive strategy of each brand. These strategies can be used in improving the performance of perceived luxuriousness of brand, enhancing brand luxury image, and planning the direction of luxury marketing and brand strategy.		en_US
dc.description.tableofcontents 目次 i
表次 iii
圖次 v
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 2
1.4研究範圍 3
1.5章節結構 4
第二章 文獻回顧 5
2.1精品產業 5
2.2奢侈與奢侈品牌 7
2.3奢侈與消費者 13
2.4衡量品牌奢侈 22
2.5品牌奢侈構面 28
2.6文獻彙整 35
第三章 研究方法 37
3.1研究架構 37
3.2操作性定義 37
3.3研究假說 39
3.4問卷設計 43
3.5抽樣設計 46
3.6統計模式 48
第四章 實證分析 54
4.1樣本資料分析 54
4.2奢侈量表驗證 63
4.3品牌奢侈與購買分析 74
4.4知覺定位分析 75
4.5行銷策略建議 85
第五章 結論與建議 94
5.1研究發現 94
5.2策略涵意 95
5.3研究貢獻 96
5.4研究限制 97
5.5後續研究建議 98
參考文獻 99
中文部份 99
英文部份 99
網站部份 105
附錄 106
問卷 106		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923550661en_US
dc.subject (關鍵詞) 奢侈zh_TW
dc.subject (關鍵詞) 奢侈品牌zh_TW
dc.subject (關鍵詞) 炫耀性消費zh_TW
dc.subject (關鍵詞) 獨特性zh_TW
dc.subject (關鍵詞) 知覺品質zh_TW
dc.subject (關鍵詞) 享樂價值zh_TW
dc.subject (關鍵詞) 延伸自我zh_TW
dc.subject (關鍵詞) 驗證性因素分析zh_TW
dc.subject (關鍵詞) 多元尺度分析zh_TW
dc.subject (關鍵詞) Luxuryen_US
dc.subject (關鍵詞) Luxury Brandsen_US
dc.subject (關鍵詞) Conspicuous Consumptionen_US
dc.subject (關鍵詞) Uniquenessen_US
dc.subject (關鍵詞) Perceived Qualityen_US
dc.subject (關鍵詞) Hedonicen_US
dc.subject (關鍵詞) Extended-Selfen_US
dc.subject (關鍵詞) CFA: Confirmatory Factor Analysisen_US
dc.subject (關鍵詞) MDS: Multi-Dimensional Scaling Analysisen_US
dc.title (題名) 精品品牌奢侈量表建構之研究zh_TW
dc.title (題名) Constructing the Brand Luxury Scaleen_US
dc.type (資料類型) thesisen
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dc.relation.reference (參考文獻) (1) Interbrand Corporation，http://www.interbrand.com/zh_TW
dc.relation.reference (參考文獻) (2) Mintel International Group Ltd.，http://report.mintel.com/zh_TW
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