Study on Perceived Risk of Luxury-bag Consumption Patterns

• Main Authors: Ya-huei Yang, 楊雅惠
• Other Authors: Chi-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/20759818276050201330

碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === The motivations underlying consumers’ purchase of luxury brands are valued in the industry and in the research field. On the other hand, consumers not only could buy luxury brands from luxury brands’ store, but could buy them from second-hand store or just rent them. They even could buy counterfeit luxury brands which almost have the same performance with luxury brands. There are also many extant literatures about these consumers’ behavior. But it still lacks the discussion about the differences between consumers who have different consumption behaviors. The motivation of this research is to fill up this research gap and to discuss the differences between consumers who have different consumption behaviors for luxury brands. Perceived risk theory is adopted in this research. The purpose of this research is to explore the differences in performance risk, financial risk, psychological risk, social risk and time risk between consumers who have different consumption behaviors for luxury brands. This research is verified through the survey study. Collectively, the results support that: the consumers who have different consumption behaviors for luxury brands have different combinations of perceived risk.