Applying the Theory of Self-Construct to Investigate the Purchase Intention towards European Luxury Goods

• Main Authors: Yu-Tang Huang, 黃昱棠
• Other Authors: Yueh-Hua Li
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/72171688078914159274

碩士 === 淡江大學 === 歐洲研究所碩士班 === 99 === According to these years, in Asia, more and more consumers are interested in European luxury goods, so we want to find out the motivation behind the consumers why they want to buy the luxury goods. In the construct, we use Theory of Planned Behavior as a reference base and separate the motivation into three parts, materialism and self-brand connection 、the perception value of luxury-brands and social influence. In this research, we discuss about how these factors affect the consumer choice and the relationship between these factors. Besides, we also investigate self-construal which could separate into two parts: independent-self、dependent-self. The results show that different types of consumers due to external or internal factors make different purchasing decision. In the research method, we use the structure equation modeling (SEM) to research the effect of the variables and make multiple team comparison. In total, there are 322 samples in research. We choose samples are people who have salary.The results show that consumers are attracted by materialism and self-brand connection 、the perception value of luxury-brands and social influence. At the same time, we also verify the research from before scholars. According to the final reseach we could separate self-construal into three groups. Therefore, we get three kinds of consumer such as independent-self、dependent-self and original self. Different kinds of consumer would affect by multi-factors then make various decisions and have diversiform behaviors.