The Effect of Consumer Perceived Value of Luxury Brand via Social Media-An Example of Chinese Post-90s

• Main Authors: Feng, Qiu-Yu, 馮秋語
• Other Authors: Liaw, Gou-Feng
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hpcnp5

碩士 === 輔仁大學 === 品牌與時尚經營管理碩士學位學程 === 106 === As consumers who were born between 1990 and 1999 are gradually growing up as the main purchasing power of the luxury market, they show their purchasing power of luxury brand as core consumers especially in Chinese market. At the meanwhile, with the development of social media, more and more luxury brands start to use social media as marketing tool. The appearance of social media has changed the marketing of luxury brands, and through social media, luxury brands have also established important channels of communication with post-90s consumers who are the main users of social media. For this reason, it is crucially important to know the effect of consumer perceived value of luxury brand via social media. This study takes consumers who were born during 1990 to 1999 in mainland China as the research objects, and used questionnaire survey to collect data. The 317 effective samples are collected through online questionnaires and are analyzed by SPSS and SmartPLS statistical software. Descriptive statistics, common method variation (CMV) and partial least squares (PLS) analysis were used to conduct statistical analysis. According to empirical analysis, while post-90s Chinese consumers are using social media, functional value and price value of customer perceived value all have significant positive relationship with consumer attitudes; consumer attitude has significant positive relation hip with consumer purchase intention. Finally, based on the results of the study, recommendations as a reference for management practices and follow-up research.