| 摘要: | 奢侈品牌的購買成為一種新潮流，其消費人群也不再僅限於高所得與高地位的菁英，學術或實務界都企圖探討影響奢侈品牌購買的前置因子。本研究以「態度功能理論」及「識別發展理論」為基礎，進行對兩岸不同年齡消費者對於奢侈品牌購買動機之探討，本研究以問卷方式獲得數量化的資訊，再以結構方程模型(sem)進行分析。受訪者年齡介於16至59歲(分為三個族群：後青少年期、年輕成年期和中年期)，共計329位臺灣受訪者及351大陸受訪者參與此次研究。研究結論顯示，三種不同年齡族群的奢侈品消費行為，以價值表達而言，是年輕成年期的主要前置因子，環保意識則為中年族群的主要決策因素，至於自戀主義，則不分年齡族群，均會影響奢侈品牌的購買。就兩岸消費者的差異而言，臺灣消費者重視奢侈品帶來的社會調整功能，大陸消費者則重視價值表達，至於享樂及自戀主義，則在兩岸消費者之間存在相同的影響力。以上結論可提供奢侈品牌業者制定不同目標族群的行銷策略時，選擇適當的訴求主題，以期能夠形成有效的行銷溝通。
The main purpose of this study is to investigate the consumption of luxury brands in different age groups in Taiwan and Mainland China. Besides borrowing from the theory of attitude functions (social-adjustive, value-expressive, hedonic, utilitarian), we then added two additional factors, i.e., environmental consciousness and narcissistic person-ality, to explain the determinants of luxury brand consumption. Structural equation modeling (sem) analysis based on 329 respondents from Taiwan and 351 respondents from Mainland China between the age of 16 and 59 show diverse results.
According to the age-divided research, the value-expressive function is the main factor for young adults (26-39 years). The behaviors of middle-aged adults (40-59 years) are mainly determined by environmental and social consciousness. What’s more, narcis-sistic personality seems to be relevant for all age groups.
In comparison between customers from Taiwan and Mainland China, we find that Taiwanese customers pay more attention on the social-adjustive function, while Chinese customers focus on the value-expressive function. Furthermore, both the hedonic and utilitarian attitude functions determine the acquisition of luxury brands across the Straits. |
