| Summary: | 博士 === 元智大學 === 管理學院博士班 === 104 === This research explores luxury consumption as an ironic effect in dismal economy. Consumers usually think of luxuries as desires in economic recession. They postpone the luxury purchases because of financial uncertainty in the future. Although they worry about the future finance, they still have enough budget to purchase what they want. Therefore, consumer postpone the luxuries purchased. Luxuries are usually not a necessity item for daily life but for hedonic and well-being. Once consumer suppress their desires and postpone the purchase, they will think again and again because they still have enough budget to buy. The luxury desire appears iterately and becomes long-term memory in consumer’s mind until released.
There are two quantitative researches. The first part used economic indexes to evaluate the phenomena of ironic luxury consumption during recession. Economic indicators can be psychological proxy variable by inductive assumption. We evaluated unemployment rate as a suppression proxy and luxurious sales as a rebound proxy variable to prove the ironic consumption under negative environment. Also, the price based indicator and the income based indicator were to moderate the main effect. The second part of research focused on the psychological experimental design to manipulate. Five scenarios used during experimental surveys. The research deducted the antecedents and moderators of the luxury ironic consumption. The social variables were not significant during the ironic experimental moderate, but the self-variables significantly demonstrated the ironic effect result. The result predicted the ironic rebound or release based on self-concept and self- Self-regulation.
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