本研究以奢侈品為例做為焦點研究議題，探討消費者生活型態、購買動機與奢侈品購買行為之關係。過去對於此類型之研究多數應用於包括休閒娛樂、觀光、運動產品、時尚流行、產品設計等，對於奢侈品之消費者生活型態較少被探究。本研究之焦點品牌Tiffany是全球知名的奢侈品牌，在競爭環境中如何持續維持品牌形象，找尋新的主流消費者族群，與消費者做實質有益之行銷溝通，是業者可以嘗試了解與未來的行銷策略參考的方向。因此本研究以Tiffany珠寶為例進行研究，探討1. 消費者之購買動機是否影響到奢侈品購買行為。2. 消費者之不同生活型態如何影響到奢侈品購買行為。3. 購買動機是否對於生活型態與購買行為產生干擾效果。
The study focuses on luxury goods, exploring the relationships between consumer lifestyle, purchase motive and luxury goods purchase behavior. In the past, similar studies have mostly been applied in fields such as recreation and , tourism, sports merchandise, fashion , product design, etc. Rarely has the same approach been used to explore the lifestyles of luxury goods consumers. In today's competitive market, it is imperative for luxury goods manufacturers to sustain immaculate brand images, to pinpoint main consumer groups and to communicate effectively with clients—which are crucial factors in future marketing tactics making.
Tiffany & Co. being one of the most well-known luxury brands worldwide is used as a tool of exploration in this case study to investigate: 1) Whether the consumer's buying motive affects the purchase of luxury goods。
2) How different lifestyles of consumers affect the purchase of luxury goods。. 3) Whether the purchase motive has an interference effect on the lifestyle and the buying behavior.
