Consumer's Motivation,Attitude and Behavior in Taiwan Luxury Market

• Main Authors: Ying-FeiHuang, 黃盈斐
• Other Authors: Dung-Chun Tsai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31680399960464838139

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 102 === SUMMARY The luxury market has grown rapidly throughout the past 20 years.In 2012 the global sales 212 billion .The highest growth rate for the luxury market reached 25% in 1989, and even though the rate slowed down due to economic factors,such as the global financial crisis 2007-2008,it still continues to grow at the rate of 10% each year. The change in social structure, growth of wealth, as well as the active and open consumption attitude of young consumers were the factors stimulating the prosperity of global luxury market.Past research showed that consumers’ cognition and feeling towards luxury items have been recognized as bing influenced by psychological characteristics and cultural background; Furthermore,through the products and services provided by personal luxury consumers did report receiving unique and absolute quality guarantees. The subjects of this research were working individuals who have experiences of active consuming luxury products.The research findings are:(1) Quality, Social comparison and self actualization are the strong influencing factors for the Taiwanese consumers of this study in purchasing luxury goods, impusive consumption scores lowest among the subjects of this study (2) The majority of the subject agreeds that purchasing luxury is to show off their own wealth. (3)The cosumption attitude of the studied subjects can be classified into two type:“Against type ” representing 54.1% of the subjects,who cored low in affective items as well as in the behavioral items;Whereas the second dominant type was recognized as “Prefering Type”, representing 45.2% of the subjects and overall having higher income. (4) Comparing with Chinese consumers there was difference in motivation, existing study found that Chinese consumer was motivated more due to “self-Actualization, Taiwanese consumer places higher emphasis on quality” being the motive of consumption, social comparison motive ranked second in both of the two countries.Buying as result of emotion ranked the lowest motive among Taiwanese and Chinese.When comparing the attitude item scores among Chinese and Taiwanese;Chinese subjects in a different study has reported most agree with the “quality” being associated with luxury goods;whereas Taiwanese subjects in this study most agreed with the “expensiveness” being associated with luxury goods.