| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 97 === According to these years, university students are interested in famous brand bag, so we want to find out the motivation behind the university students why they want to buy the famous brand bag. In the construct, we can separate the motivation into two parts, the perception value of luxury-brands（conspicuous、unique、fashionable、hedonism、quality）and Materialism（materialism scale which is composed of acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success to measure one’s materialism tendency）, we discuss about how these factor affect the university students choice and the relationship between these factors. In addition, the operation of brand awareness, the index of high-profile brands as 「Louis Vuitton」, low-profile brand 「Lancel」 to university students to choose.
Our samples are university students in Tainan, this study took convenience sampling, while there were 327 questionnaires of validity. Data analysis in the use of statistical tools to SPSS12.0. In the research method, we use the logistic regression analysis to research the effect of the variables, We find that university students who choose high brand awareness are attracted by the Materialism（materialism scale which is composed of acquisition centrality and possession-defined success to measure one’s materialism tendency）、conspicuous value、unique value and quality value, On the other hand, university students who choose low brand awareness are attracted by the hedonism value. This study prove when the university students is proceeding on choice famous brand bag, Materialism and perception value of luxury-brands Will influence university student's choice purchase decision-making.
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