| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 100 === This research develops a framework that intends to find out the relationship between customer perception (Functional Value, Personal Value and Social Value) and luxury goods purchase intention. Each construct has three dimensions. Functional Value is composed of scarcity, usability and quality; Personal Value is formed by hedonism, materialism and extended-self; Social Value is composed of the reference group, conspicuousness and symbolic consumption. Other than the three constructs, this research adds the level of luxury involvement as moderator to examine if luxury involvement directly or indirectly strengthens or weakens luxury goods purchase intention. After collecting data of post-test, Lisrel is used to run Confirmatory Factor Analysis (CFA) and then Structural Equation Model (SEM). Later on, SPSS is employed again to exam the regression model of the moderate variable. As a result, Functional Value, Personal Value and Social Value all have positive effect on luxury goods purchase intention. As for moderate effect, luxury involvement appears to have direct effect on luxury goods purchase intention and also strengthens customer perceptions on luxury goods purchase intention.
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