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題名 時尚奢華品消費價值追求探索-自我監控、個人集體主義與主觀認知消費專家性觀點
Delving into the value of fashion luxury goods作者 陳則成 貢獻者 張卿卿
陳則成關鍵詞 時尚奢華品
消費價值日期 2009 上傳時間 4-Sep-2013 16:29:06 (UTC+8) 摘要 本研究主要是在探討時尚奢華品消費者的人格特質(自我監控程度、個人集體主義傾向)、消費者後天學習的結果(主觀認知消費專家性)與消費者對於時尚奢華品不同價值面向追求的關係，同時亦欲瞭解台灣的時尚奢華品消費者對於時尚奢華品不同面向價值的重視程度。 研究結果發現，自我監控傾向愈高的消費者，對於時尚奢華品的「彰顯性價值—財富面向」、「彰顯性價值—個人形象面向」、「獨特性價值」、「社交性價值」、「情感價值」與「品質價值」的追求亦愈高；消費者主觀認知專家性愈高時，對於上述六個時尚奢華品的價值追求亦愈高；垂直式個人主義傾向愈高者，對於時尚奢華品的「彰顯性價值—財富面向」與「彰顯性價值—個人形象面向」追求亦愈高；水平式個人主義者，對於時尚奢華品的「獨特性價值」追求亦愈高。 在消費者人格特質與後天學習結果的交互作用部分。當自我監控傾向愈高者，其主觀專家性亦愈高時，對於時尚奢華品的「彰顯性價值—財富面向」亦愈高；此外，不論是自我監控傾向愈高者或水平式集體主義愈高者，當其主觀專家性亦愈高時，對於時尚奢華品的「彰顯性價值—個人形象面向」、「獨特性價值」、「社交性價值」、「情感價值」與「品質價值」的追求皆亦愈高。 在台灣時尚奢華品消費者對於時尚奢華品不同面向價值的不同追求強度部份，時尚奢華品的「品質價值」還是消費者最重視的價值面向，其次為「彰顯性價值—個人形象面向」、「情感價值」與「彰顯性價值—財富面向」；而台灣時尚奢華品消費者並不同意對於「獨特性價值」與「社交性價值」的追求。 參考文獻 中文部份邱皓政（2000）。《量化研究與統計分析：SPSS中文視窗版資料分析範例解析》，台北：五南。Chudha, R. & Husband, P.著，藍麗娟譯（2007）。《亞洲名牌聖教—破解奢華爆炸的密碼》，台北：天下。Danziger, P. N.著，馬志工譯（2007）。《M型社會新奢華行銷學：征服消費者的11堂必修課》，台北：臉譜。Mark Tungate著，林宜萱譯（2007）。《買與不買都上癮—從Armani到Zara的時尚行銷》，台北：高寶。中華民國統計資訊網。《國民所得統計摘要》，資料擷取自http://www.stat.gov.tw/ct.asp?xItem=15060&ctNode=3565。上網日期2010年6月10日英文部份Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of Consumer Expertise, Journal of Consumer Research, 13(4), 411-454.Bearden, W. O. and Etzel, M. J. (1982). Reference Group Influence on Product and Brad Purchase Decisions, Journal of Consumer Research, 9(September), 183-194.Belk, R. W. (1988). Possessions and the Extended Self, Journal of Consumer Research, 15(September), 139-168.Bell, N. J., Schoenrock, C. J. and O’Neal K. K. (2000). Self-Moniroting and the Propensity for Risk, European Journal of Personality, 14(2), 107-119.Berry, C. J. (1994), The Idea of Luxury: A Conceptual and Historical Investigation, New York: Cambridge University Press.Bertrandis, L. and Goldsmith, R. E. (2006). Some Psychological Motivation for Fashion Opinion Leadership and Fashion Opinion Seeking, Jounal of Fashion Marketing and Management, 10(1), 25-40.Brucks, M. (1985), The Effects of Product Class Knowledge on Information Search Behavior, Journal of Consumer Research, 12(June), 1-16.Carlson, J. P., Vincent, L. H., Hardesty, D. M., and Bearden, W. O. (2009). Objective and Subjective Knowledge Relationships: A Quantitative Analysis of Consumer Research Findings, Journal of Consumer Resesarch, 35(Feb.), 864-876.Chang, B. (2010, Jan 22). Luxury goods demand may peak by 2015. China Daily. Retrieved from http://www.chinadaily.net/bizchina/2010-01/22/content_9360040.htmDeBono, K. G. and Packer, M. (1991). The Effects of Advertising Appeal on Perceptions of Product Quality, Personality and Social Psychology Bulletin, 17(2), 194.Dodd, C. A., Clarke, I., Baron, S. and Houston, V. (2000). Looking the part: identity, meaning and culture in clothing purchasing-theoretical considerations. Journal of Fashion Marketing and Management, 4(1), 41-48.DPA/The Local (2010, Jun 11). Luxury Goods Market Set to Rebound. The Local. Retrieved from http://www.thelocal.de/money/20100611-27787.htmlDubois, Bernard and Gilles Laurent (1994). The Market for Luxury Goods: Income Versus Culture, European Journal of Marketing, 27(1), 35-44.French, J. R., Jr. and Bertram H. R. (1959). The Bases of Social Power, Studies in Social Power, (ed.) Dorwin Cartwright, Ann Arbor, MI.: Institute for Social Research, 150-167. Goldsmith, R. E. and Clark, R. A. (2008). An Analysis of Factors Affecting Fashion Opinion Leadership and Fashion Opinion Seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.Groth, J. C. and McDaniel, S. W. (1993). The Exclusive Value Principle: The Basis for Prestige Pricing, Journal of Consumer Marketing, 46(Summer), 92-101.Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related Values. Beverly Hills: Sage.Kahle, L. R. (1995). Role-Relaxed Consumers: Empirical Evidence, Journal of Advertising Research, 35(2), 59-62.Kapferer, J. N. (1996). Managing Luxury Brands, Journal of Brand Management, 9(1), 8-19.Leibenstein, H. (1950). Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand, Quarterly Journal of Economics, 64(May), 183-207.Malhotra, N. K. (2007), Marketing Research: An Applied Orientation Fifth Edition, Pearson International Edition. Mason, R. S. (1981). Conspicuous Consumption, New Yourk: St. Martin’s Press.Moorman, C., Diehl, K., Brinberg, D. and Kidwell, B.(2004). Subjective Knowledge, Search Locations, and Consumer Choice, Journal of Consumer Research, 31, 673-680.Nueno, J. L. and Quelch, J. (1998). The Mass Marketing of Luxury, Business Horizons, 41(6), 61-69.Park, C. W., and Lessig, V. P. (1981). Familiarity and its Impacts on Consumer Decision Biases and Heuristics, Journal of Consumer Research, 8, 223-230.Phau, I. and Prendergast, G. (2000). Consuming Luxury Brands: The relevance of the “Rarity Principle”, Brand Management, 8(2), 122-138.Quelch, J. A. (1987). Marketing the Premium Product, Business Horizons, 30(3), 38-45.Raju, P. S., Subhash C. Lonial and W. Glynn Mangold (1995). Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making: An Exploratory Investigation, Journal of Consumer Psychology, 4(2), 153-180.Snyder, M. (1974). Self monitoring of expressive behavior. Journal of Personality and Social Psychology, 30, 526-537.Spreng, R. A., Divine, R. L. and Page Jr., T. J. (2001). An Empirical Examination of the Differential Effects of Objective and Subjective Knowledge on Information Processing, American Marketing Association. Conference Proceedings, 12, 329-336.Tian, K. T., Bearden, W. O. and Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation, Journal of Consumer Research, 28(June), 50-66.Triandis. H. C. (1995). Individualism and Collectivism. Boulder, CO: Westview Press.Triandis, H. C. (2001). Individualism-Collectivism and Personality, Journal of Personality, 69(6), 907-924.Triandis, H. C. and Gelfand, M. J. (1998), Convergin Measurement of Horizontal and Vertical Individualism and Collectivism, Journal of Personality and Social Psychology, 74(1), 118-128.Veblen, T. B. (1899). The Theory of the Leisure Class, Boston: Houghton Mifflin.Vigneron, F. and Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior, Academy of Marketing Science Review, 1999(1).Vigneron, F. and Johnson L. W. (2004). Measuring Perception of Brand Luxury, Journal of Brand Management, 11(6), 484-506.Yeoman, I., McMahon-Beattie, U. and Brown, M. (2005). The authentic tourist, in Hassan, J. (ed.) Schotland 2020, Scottish Book Trust, Edinburgh. 描述 碩士
國立政治大學
廣告研究所
95452004
98資料來源 http://thesis.lib.nccu.edu.tw/record/#G0954520041 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.author (Authors) 陳則成 zh_TW dc.creator (作者) 陳則成 zh_TW dc.date (日期) 2009 en_US dc.date.accessioned 4-Sep-2013 16:29:06 (UTC+8) - dc.date.available 4-Sep-2013 16:29:06 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2013 16:29:06 (UTC+8) - dc.identifier (Other Identifiers) G0954520041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60162 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 95452004 zh_TW dc.description (描述) 98 zh_TW dc.description.abstract (摘要) 本研究主要是在探討時尚奢華品消費者的人格特質(自我監控程度、個人集體主義傾向)、消費者後天學習的結果(主觀認知消費專家性)與消費者對於時尚奢華品不同價值面向追求的關係，同時亦欲瞭解台灣的時尚奢華品消費者對於時尚奢華品不同面向價值的重視程度。 研究結果發現，自我監控傾向愈高的消費者，對於時尚奢華品的「彰顯性價值—財富面向」、「彰顯性價值—個人形象面向」、「獨特性價值」、「社交性價值」、「情感價值」與「品質價值」的追求亦愈高；消費者主觀認知專家性愈高時，對於上述六個時尚奢華品的價值追求亦愈高；垂直式個人主義傾向愈高者，對於時尚奢華品的「彰顯性價值—財富面向」與「彰顯性價值—個人形象面向」追求亦愈高；水平式個人主義者，對於時尚奢華品的「獨特性價值」追求亦愈高。 在消費者人格特質與後天學習結果的交互作用部分。當自我監控傾向愈高者，其主觀專家性亦愈高時，對於時尚奢華品的「彰顯性價值—財富面向」亦愈高；此外，不論是自我監控傾向愈高者或水平式集體主義愈高者，當其主觀專家性亦愈高時，對於時尚奢華品的「彰顯性價值—個人形象面向」、「獨特性價值」、「社交性價值」、「情感價值」與「品質價值」的追求皆亦愈高。 在台灣時尚奢華品消費者對於時尚奢華品不同面向價值的不同追求強度部份，時尚奢華品的「品質價值」還是消費者最重視的價值面向，其次為「彰顯性價值—個人形象面向」、「情感價值」與「彰顯性價值—財富面向」；而台灣時尚奢華品消費者並不同意對於「獨特性價值」與「社交性價值」的追求。 zh_TW dc.description.tableofcontents 第一章 緒論第一節 研究動機---1第二節 研究目的---3第二章 文獻探討第一節 時尚奢華品---4第二節 奢華品消費價值追求---6第三節 自我監控---10第四節 消費者知識---12第五節 個人集體主義---14第三章 研究架構與假設第一節 研究架構---17第二節 研究假設---18第四章 研究方法第一節 研究方法的選擇---20第二節 研究流程---20第三節 研究對象與抽樣方法---20第四節 問卷內容與訪問大綱---21第五節 變項的定義與測量---21第五章 研究結果與分析第一節 樣本描述---27第二節 量表信度檢驗---31第三節 研究結果描述---33第四節 假設驗證---37第五節 其他發現---45第六節 小結---51第六章 結論第一節 發現與討論---53第二節 實務建議與未來研究---57第三節 研究限制---60參考文獻---61附錄一:時尚奢華品消費價值前測因素分析結果---65附錄二:自我監控因素分析結果---66附錄三:個人集體主義因素分析結果---67附錄四:本研究問卷---68 zh_TW dc.format.extent 911216 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0954520041 en_US dc.subject (關鍵詞) 時尚奢華品 zh_TW dc.subject (關鍵詞) 消費價值 zh_TW dc.title (題名) 時尚奢華品消費價值追求探索-自我監控、個人集體主義與主觀認知消費專家性觀點 zh_TW dc.title (題名) Delving into the value of fashion luxury goods en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文部份邱皓政（2000）。《量化研究與統計分析：SPSS中文視窗版資料分析範例解析》，台北：五南。Chudha, R. & Husband, P.著，藍麗娟譯（2007）。《亞洲名牌聖教—破解奢華爆炸的密碼》，台北：天下。Danziger, P. N.著，馬志工譯（2007）。《M型社會新奢華行銷學：征服消費者的11堂必修課》，台北：臉譜。Mark Tungate著，林宜萱譯（2007）。《買與不買都上癮—從Armani到Zara的時尚行銷》，台北：高寶。中華民國統計資訊網。《國民所得統計摘要》，資料擷取自http://www.stat.gov.tw/ct.asp?xItem=15060&ctNode=3565。上網日期2010年6月10日英文部份Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of Consumer Expertise, Journal of Consumer Research, 13(4), 411-454.Bearden, W. O. and Etzel, M. J. (1982). Reference Group Influence on Product and Brad Purchase Decisions, Journal of Consumer Research, 9(September), 183-194.Belk, R. W. (1988). Possessions and the Extended Self, Journal of Consumer Research, 15(September), 139-168.Bell, N. J., Schoenrock, C. J. and O’Neal K. K. (2000). Self-Moniroting and the Propensity for Risk, European Journal of Personality, 14(2), 107-119.Berry, C. J. (1994), The Idea of Luxury: A Conceptual and Historical Investigation, New York: Cambridge University Press.Bertrandis, L. and Goldsmith, R. E. (2006). Some Psychological Motivation for Fashion Opinion Leadership and Fashion Opinion Seeking, Jounal of Fashion Marketing and Management, 10(1), 25-40.Brucks, M. (1985), The Effects of Product Class Knowledge on Information Search Behavior, Journal of Consumer Research, 12(June), 1-16.Carlson, J. P., Vincent, L. H., Hardesty, D. M., and Bearden, W. O. (2009). Objective and Subjective Knowledge Relationships: A Quantitative Analysis of Consumer Research Findings, Journal of Consumer Resesarch, 35(Feb.), 864-876.Chang, B. (2010, Jan 22). Luxury goods demand may peak by 2015. China Daily. Retrieved from http://www.chinadaily.net/bizchina/2010-01/22/content_9360040.htmDeBono, K. G. and Packer, M. (1991). The Effects of Advertising Appeal on Perceptions of Product Quality, Personality and Social Psychology Bulletin, 17(2), 194.Dodd, C. A., Clarke, I., Baron, S. and Houston, V. (2000). Looking the part: identity, meaning and culture in clothing purchasing-theoretical considerations. Journal of Fashion Marketing and Management, 4(1), 41-48.DPA/The Local (2010, Jun 11). Luxury Goods Market Set to Rebound. The Local. Retrieved from http://www.thelocal.de/money/20100611-27787.htmlDubois, Bernard and Gilles Laurent (1994). The Market for Luxury Goods: Income Versus Culture, European Journal of Marketing, 27(1), 35-44.French, J. R., Jr. and Bertram H. R. (1959). The Bases of Social Power, Studies in Social Power, (ed.) Dorwin Cartwright, Ann Arbor, MI.: Institute for Social Research, 150-167. Goldsmith, R. E. and Clark, R. A. (2008). An Analysis of Factors Affecting Fashion Opinion Leadership and Fashion Opinion Seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.Groth, J. C. and McDaniel, S. W. (1993). The Exclusive Value Principle: The Basis for Prestige Pricing, Journal of Consumer Marketing, 46(Summer), 92-101.Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related Values. Beverly Hills: Sage.Kahle, L. R. (1995). Role-Relaxed Consumers: Empirical Evidence, Journal of Advertising Research, 35(2), 59-62.Kapferer, J. N. (1996). Managing Luxury Brands, Journal of Brand Management, 9(1), 8-19.Leibenstein, H. (1950). Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand, Quarterly Journal of Economics, 64(May), 183-207.Malhotra, N. K. (2007), Marketing Research: An Applied Orientation Fifth Edition, Pearson International Edition. Mason, R. S. (1981). Conspicuous Consumption, New Yourk: St. Martin’s Press.Moorman, C., Diehl, K., Brinberg, D. and Kidwell, B.(2004). Subjective Knowledge, Search Locations, and Consumer Choice, Journal of Consumer Research, 31, 673-680.Nueno, J. L. and Quelch, J. (1998). The Mass Marketing of Luxury, Business Horizons, 41(6), 61-69.Park, C. W., and Lessig, V. P. (1981). Familiarity and its Impacts on Consumer Decision Biases and Heuristics, Journal of Consumer Research, 8, 223-230.Phau, I. and Prendergast, G. (2000). Consuming Luxury Brands: The relevance of the “Rarity Principle”, Brand Management, 8(2), 122-138.Quelch, J. A. (1987). Marketing the Premium Product, Business Horizons, 30(3), 38-45.Raju, P. S., Subhash C. Lonial and W. Glynn Mangold (1995). Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making: An Exploratory Investigation, Journal of Consumer Psychology, 4(2), 153-180.Snyder, M. (1974). Self monitoring of expressive behavior. Journal of Personality and Social Psychology, 30, 526-537.Spreng, R. A., Divine, R. L. and Page Jr., T. J. (2001). An Empirical Examination of the Differential Effects of Objective and Subjective Knowledge on Information Processing, American Marketing Association. Conference Proceedings, 12, 329-336.Tian, K. T., Bearden, W. O. and Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation, Journal of Consumer Research, 28(June), 50-66.Triandis. H. C. (1995). Individualism and Collectivism. Boulder, CO: Westview Press.Triandis, H. C. (2001). Individualism-Collectivism and Personality, Journal of Personality, 69(6), 907-924.Triandis, H. C. and Gelfand, M. J. (1998), Convergin Measurement of Horizontal and Vertical Individualism and Collectivism, Journal of Personality and Social Psychology, 74(1), 118-128.Veblen, T. B. (1899). The Theory of the Leisure Class, Boston: Houghton Mifflin.Vigneron, F. and Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior, Academy of Marketing Science Review, 1999(1).Vigneron, F. and Johnson L. W. (2004). Measuring Perception of Brand Luxury, Journal of Brand Management, 11(6), 484-506.Yeoman, I., McMahon-Beattie, U. and Brown, M. (2005). The authentic tourist, in Hassan, J. (ed.) Schotland 2020, Scottish Book Trust, Edinburgh. zh_TW
