THE IMPACT OF NEED OF UNIQUENESS AND SELF-MONITORING ON LUXURY PURCHASING BEHAVIOR

• Main Authors: Yu-hsin Cheng, 鄭育昕
• Other Authors: Hao-erl Yang
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/17448208213722280486

碩士 === 大同大學 === 事業經營學系(所) === 102 === Although Taiwan is in a state of recession, but with improved caution of quality of life , the need of people is gradually growing , and the consumption of luxury goods has significantly improved. With young people join the ranks of luxury purchase, they helped the growth of luxury consumption. Early studies had found many factors that impactd purchasing behavior of luxury goods, but less in the study in the purchasing behavior of luxury of young people. With the data collected from university students, this study intends to explore the factors that affect student's purchasing behavior of luxuries. The factors include need of uniqueness, self-monitoring , social function attitude, and purchase behavior. ii This study used questionnaires to collect data online. A total of 229 valid questionnaires returned were analyzed with SPSS 18.0 and AMOS 18.0. The results show that Need of Uniqueness has a positive impact on the Social Function Attitude. Social Function Attitude toward Purchase Behavior has a positive impact. However, there is no significant impact from self-monitoring to social function attitude and gender was not a moderator in this study. Keywords: Need of uniqueness, Self-Monitoring, Social-function attitude, Purchase behavior.