近年來國人的消費力不斷提高，對於購買高單價商品的意願也相對攀升，因此使用精品的人口日漸上升但年齡卻是相對降低。國際品牌不斷引進的情況下，精品銷售量持續上升，由此可知台灣消費者對於精品消費態度已從奢侈品轉變為必需品，與過去截然不同。本研究認為皮夾乃是最貼近消費者的一項精品商品，然而在眾多的國際精品品牌之中，消費者如何以可接受的價格並且能夠滿足對皮夾功能性的需求。
本研究欲了解皮夾有哪些特性，並消費者對皮夾特性的需求價格。本研究以中國文化大學經濟系學生為研究對象，總共發放了450份問卷，回收了有效問卷297份，並使用特徵價格法作為理論的基礎，藉由一般線性迴歸和Censored Logistic Regression Model來估計皮夾特性需求價格，最後找出皮夾定價的最適估計式。
With the rise of the consuming capacity and level of consumers in recent years,Increasing the purchase wish of higher value products, so more and more people have boutique but age group is drop down. Introduction of the international brand and increased sales boutique, so TAIWAN consumer’s behavior change that boutique has become necessities. The research what know as more wallet as a boutique, which has a close connection with the daily life and How do consumer accept price and function in the more international brand.
The purpose of this study the characteristics of wallets and consumer demand price by Chinese Culture University students. Altogether send four hundred fifty questionnaires and two hundred and ninety seven questionnaires were returned. For our analysis, a Hedonic price approach is first adopted as our theoretical basis. Second, the willingness to pay for the characteristics of wallet is estimated by general linear regression model and Censored Logistic Regression Model. Finally, the optimal pricing estimation of the wallet is defined.
