| 摘要: | 近年來，精品市場越漸蓬勃發展。精品品牌的高價位及威望性，使得精品品牌在許多國際企業裡扮演獲利的重要角色。由於國民所得伴隨著經濟的發展，消費水準也逐漸提升，消費者希望可藉由財物象徵提升自我的社會階級及社會地位，對於較高品質、高象徵性的精品需求也不斷提升。由於物質主義與拜金主義之影響，讓許多人希望藉由精品而擠進上流社會。然而低職位、中低收入、年輕的白領階級轉變成明白精品消費文化的代表，區別自己與他人的經濟社會地位。Eastman, Goldsmith and Flynn(1999)曾提到，人們對商品或服務的消費通常希望可藉此顯現其社會地位，消費者藉由使用較昂貴的精品提升自我認同與自我價值感。
在今的消費形態中，人們往往藉由產品來傳達自我，精品所具備的品牌形象滿足了消費者購買意願。因此精品消費族群逐漸擴大，且年輕族群也成為備受關注新型消費者，由於國際化腳步加速情況下，帶動國際精品市場快速成長趨勢。精品其品牌之獨特性、設計精美、良好的品質及奢華的象徵促使消費者追隨購買。
本研究調查方式以網絡問卷為搜集工具，以便利抽樣進行調查，共發出134份，有效問卷為134份，回收率為100%。主要研究對象為台灣年輕族群近三年曾經搜尋或購買過精品包的消費者進行問卷發放。結果顯示品牌形象對於購買意願確實產生正向顯著影響，研究假設獲得支持。
In recent years, the boutique market has been booming. The high price and prestige of boutique brands make boutique brands play an important role in making profits in many international companies. As national income is accompanied by economic devel-opment, consumption levels are also gradually improving. Consumers hope to use property symbols to improve their social class and social status, and their demand for higher-quality, high-symbol boutiques is also increasing. Due to the influence of mate-rialism and money worship, many people hope to squeeze into the upper class through high-quality goods. However, the low-ranking, low-middle-income, and young white-collar workers have turned into representatives of the high-quality goods con-sumer culture, distinguishing their own economic and social status from others. Eastman, Goldsmith and Flynn (1999) mentioned that people usually hope to show their social status through the consumption of goods or services, and consumers can enhance their self-identity and self-worth by using more expensive boutiques.
In today's consumption patterns, people often express themselves through products, and the brand image of boutique products greatly satisfies consumers' willingness to purchase. Therefore, the consumer group of boutiques is gradually expanding, and the young group has also become a new type of consumer that has attracted much attention. Due to the accelerated pace of internationalization, it has driven the rapid growth of the international boutique market. The uniqueness of the brand, the exquisite design, the good quality and the symbol of luxury make consumers follow it.
The survey method of this study uses the online questionnaire as a collection tool to facilitate the sampling survey. A total of 134 questionnaires were sent out, 134 valid questionnaires, and the recovery rate was 100%. The main research objects are the young consumers in Taiwan who have searched for or purchased boutique bags in the past three years. The questionnaire data were analyzed and hypotheses verified with SPSS software.
The research results show that under the influence of controlling consumers' sub-jective norms and perceived behavioral control, consumers' brand image and purchase intention are significantly positively correlated. The hypothesis of this study is support-ed. According to the research results, this study proposes management implications and related future research suggestions. |
