The Quantitative Research of Attitude toward Masstige for Consumer

• Main Authors: Lin, Tzu-Chun, 林姿君
• Other Authors: Huang, Bao-Tzuoh
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/28569413812714441008

碩士 === 國立宜蘭大學 === 應用經濟學系碩士班 === 98 === Affected by the financial tsunami, it made the global economic downturn. Many operators are now offering parity goods, hoping to sell more to the ordinary people which take care of their well-beings and also promote own performance growth. However, the new concept of luxury is different from the past, from the emotional point of view as long as the existing perception of the consumers that the product is very important, they are willing to spend the most money in exchange. But this study found that even with similar emotional importance of the commodity, our ordinary people preferred trading with less money in exchange, that was defined in this study『Attitudes toward Masstige』. Along with the new Masstige concept, this study would like to quantify the modern consumer’s attitudes and seize this timing as expected, and then design the segmentation strategies. This study is from the consumer's point of view, and will try to explore consumers’ attitudes toward Masstige through cognitive component, affective component, and behavior intention component. Further, this paper will do the segmentation of consumers based on their attitudes toward Masstige. In addition, this study will explore whether diverse demographic characteristic will lead to varied attitudes toward Masstige, and even analyze the relation between attitudes toward Masstige and buying behaviors. This study used convenience sampling of survey method, and the questionnaires comprised the paper and the online survey. After collection of the questionnaires, the factor and cluster analysis was applied for data analysis. Through our research of the consumer behavior quantitative we hope to make the operators and consumers both having greater benefit. Our results find that consumer thinks the quality of masstige is better, its price is lower, and its conspicuous is higher, which shows that luxury has turned into consumers with social acceptance of the pattern. In addition, the attitudes toward masstige can be clustered into three distinct dimensions. One is the advocating luxury, another is the self-appropriability, and the other is the contradictory impulses. Overall, the results suggest that the Masstige industry development makes the different marketing strategies to achieve maximum benefit according to the distinct customers’ attitude.