| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 94 === In recent years the pace of internationalization has quickened and the national gross income has increased dramatically. In Taiwan, the development model of luxury goods of high value has switched its gear with the global markets liberalization as the world economy develops. In particular, the development of luxury goods of high value has diversified in Taiwan and make our county gradually became one of the developed nations, which symbolizes the advent of the era of high consumer expenses. Because the consumer population of luxury goods of high value is increasing, the age of buyers of these high-priced products is getting younger and younger. In Recent years, due to the fact that many foreign-made luxury goods of high value are flooding into Taiwan, the annual rate on the sales of such luxury goods continues to expand, indicating that these products have turned from the old definition of “luxury items” to the present “life necessities.” Nowadays it is considerably easy for ordinary consumers to purchase these luxury goods in their daily lives. The consumers’ attitudes toward the purchases of luxury goods of high value are remarkably different from those in the past. According to a research done by Vigneron and Johnson(1999), it shows that the reasons that consumers buy particular prestige brand derided from the recognition of an added value in the following characteristics: conspicuous characteristics, unique value, social value, hedonic value, and quality value. Therefore, Vigneron and Johnson studied the consumers’ behaviors based on the five characteristics mentioned above. This research employs two medium variants. The first one takes the reference of the study of impulsive buying behavior done by Min-hui Chen in 2001, including two different dimensions of pure purchase behavior and reminded purchase behavior. The other one takes the reference of the study of vanity trait characteristics by Netemeyer et al. (1995), including the two different dimensions of bodily vanity trait and vanity trait in self-achievement.
This research has adopted inquiry through questionnaires. The sample objects of the questionnaires are five major department stores in greater Kaohsiung areas and two second-hand boutiques, which all carry the high-priced products of the three major international conglomerates of luxury goods of high value. Consumers who have ever purchased luxury goods of high value are the ones who actually fill out the questionnaires. A total of 400 questionnaires have been dispensed, and all questionnaires have been returned and collected. However, among the 400 returned copies, 32 invalid copies of the questionnaire are deducted made the total number of valid copies is 368, with a valid return rate of 92%. Through Pearson correlation analyses, this research first shows that: A. The characteristics of luxury goods of high value have a favorable influence on the willingness to purchase; B. The characteristics of these products have a favorable influence on impulsive buying behavior; C. Impulsive buying behavior has a favorable influence on the willingness to purchase of consumers; D. The characteristics of these luxury goods have a favorable influence on consumers’ vanity traits; E. Consumers’ vanity traits have a favorable influence on the willingness to purchase.
This research has further found the following conclusions through a linear regression equation analysis: A. The characteristics of luxury goods of high value have a favorable influence on the willingness to purchase. B. The characteristics of these products have a favorable influence on impulsive buying behavior; C. Impulsive buying behavior has a favorable influence on the willingness to purchase; D. The characteristics of these products have a favorable influence on consumers’ vanity traits; E. Consumers’ vanity traits have a favorable influence on the willingness to purchase.
In addition, through amultiple regression analysis, the research has also proved that: A. The characteristics of luxury goods of high value has a medium effect on the two different dimensions of impulsive buying behavior, namely the pure purchase behavior and reminded purchase behavior; B. The characteristics of these luxury products have a medium effecton the two different dimensions of bodily vanity traits and vanity traits in self-achievement.
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