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博碩士論文 etd-0622110-200816 詳細資訊
Title page for etd-0622110-200816
論文名稱
Title
精品名牌包消費模式之消費者知覺風險探討
Study on Perceived Risk of Luxury-bag Consumption Patterns
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
65
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2010-06-08
繳交日期
Date of Submission
2010-06-22
關鍵字
Keywords
名牌精品、消費者行為、知覺風險
consumer behavior, luxury brands, perceived risk
統計
Statistics
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中文摘要
名牌精品之消費動機一直是產界、學界所關注的焦點之一,同樣功能的物件存在名牌與非名牌的差別,即使前者價錢是後者的數倍,仍有消費者願意甚至樂於消費;且在另一方面,消費者不僅可以在名牌精品專賣店購得名牌精品,也可選擇在二手商店購買或以租借的方式,甚至也可藉由購買仿冒精品名牌的方式來獲得所謂的名牌精品,而此些消費模式同樣有許多學者分別對其進行研究。僅管如此,現存之文獻卻少有去探討對精品名牌持有不同消費模式的消費者之間是否有所差異、有何特徵。因而本研究著重在於了解不同消費模式的消費者間是否存有差異,並以影響消費者作消費決策的關鍵要素之一的知覺風險作為研究主題,希望藉由了解不同消費模式之消費者在知覺風險型態上有何差異與特徵,彌補文獻上的缺口,並進而作為不同通路業者行銷策略之參考。
本研究主要在探討對精品名牌包採取不同消費模式的消費者,其在消費當時所知覺到的績效風險、財務風險、心理風險、社會風險與時間風險等知覺風險型態有何不同。藉由問卷的設計和分析來獲得本研究之研究結果,且其結果也顯示出,對精品名牌包持有不同消費模式的消費者確實存有不同的知覺風險組合。
Abstract
The motivations underlying consumers’ purchase of luxury brands are valued in the industry and in the research field. On the other hand, consumers not only could buy luxury brands from luxury brands’ store, but could buy them from second-hand store or just rent them. They even could buy counterfeit luxury brands which almost have the same performance with luxury brands. There are also many extant literatures about these consumers’ behavior. But it still lacks the discussion about the differences between consumers who have different consumption behaviors. The motivation of this research is to fill up this research gap and to discuss the differences between consumers who have different consumption behaviors for luxury brands. Perceived risk theory is adopted in this research.
The purpose of this research is to explore the differences in performance risk, financial risk, psychological risk, social risk and time risk between consumers who have different consumption behaviors for luxury brands. This research is verified through the survey study. Collectively, the results support that: the consumers who have different consumption behaviors for luxury brands have different combinations of perceived risk.
目次 Table of Contents
壹、緒論 1
一、研究背景與目的 1
二、研究流程與結果 2
貳、文獻探討 4
一、知覺風險 4
二、消費模式發展與探討 11
三、研究假說推論 19
参、研究方法 22
一、研究對象 22
二、資料收集的方法與形式 22
三、問卷設計 22
四、問卷發放與回收 24
肆、資料分析 28
一、衡量量表 28
二、假說驗證 30
伍、結論與建議 46
一、結果討論 46
二、管理意涵 48
三、研究限制及未來建議 49
參考文獻 51
附錄一、研究問卷 58
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