| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程 === 96 === Luxury goods keep on hot sale in Taiwan in the recent years. In the past, luxury goods only belongs to the elite of society and people at the top of the pyramid; however, coming with the stimulation to luxury goods from mass media, luxury comsumption seems have been a craze to the whole Taiwan multitude. It looks like to Taiwan comsumers, buying luxury goods is not determined by if you could offer it or not, but by the intentions；Taiwan consumers’ buying behavior is changing from practicability emphasized toward caring what symbolic meaning the goods itself could bring. This research intends to investigate the society phenomenon of the Taiwan multitude’s infatuation with luxury goods and try to find out what meanings and value change hidden behind.
Convenience sampling was used in this research. Questionnaries are distributed out to comsumers from age 18 above in Taipei, Hsinchu, Taichung, Tainan and Kaohsiung mentropolitan areas.
To test the assumptions and the structure of the theories, regression analysis was used in the research to verify the cause and result relationship among class consciousness, brand image, subjective norm and buying intention. In addition, a linear structure relation model was used to test the structural properties. The differences among comsumers were used to see if there are obvious sensitives to various factors.
According to statistical analysis, several conclusions are summarized as below:
1.Calss consciousness affects comsumer’s buying intention.
2.Brand image affects comsumer’s buying intention.
3.Subjective norms afftects comsumer’s buying intention.
4.Calss consciousness affects comsumer’s subjective norm.
5.Brand image affects comsumer’s subjective norm.
6.Variation of different samples affects the result of class consciousness, brand image, subjective norm and buying intention.
7.Through the subjective norm of a comsumer, brand image affects a comsumer’s buying intention.
8.Through the subjective norm of a consumer, class consciousness doesn’t affect a consumer’s buying intention.
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