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博碩士論文 etd-0216111-141128 詳細資訊
Title page for etd-0216111-141128
論文名稱
Title
精品名牌包消費模式之消費者消費價值探討
Study on consumption value of luxury-bag consumption pattern
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
2011-02-16
關鍵字
Keywords
消費行為、消費價值、名牌精品
consumption behavior, consumption value, counterfeit, luxury-bag
統計
Statistics
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中文摘要
精品名牌包的消費模式一直都是產界、學界關注的焦點,根據先前的研究及文獻資料,可以發現不論國內外學者在探討名牌包消費模式時,通常只針對單一消費模式並 且以某一觀點來進行研究與探討,卻不見同時研究多種精品消費模式的消費者行為分 析,出現了研究的缺口,筆者希望可以同時將多種消費模式做比較,在同一構面的衡量 下,了解不同消費模式的消費者心理,於是本研究使用消費價值來測量消費者對於包包 的看法,進而可以依照消費者最主要的名牌包消費模式和其 消費價值做分析與研究。
透過本研究,筆者期望達到兩種目的: 1. 描繪出不同消費模式的消費者其消費價值之組合,能做出各種消費模式的雷達圖, 並且進一步針對消費模式做出行銷建議。 2. 比較不同消費模式在個別消費價值上的差異,例如:比較四種消費模式,在功能價 值上有沒有顯著的差異。
經由問卷收集、分析,可以得到本研究的研究結果,不同的名牌消費模式的消費 者具有不同的消費價值組合,購買全新名牌包者與購買二手名牌包者的消費價值相似, 對於五種價值都算重視。購買仿冒名牌包者最重視社會價值,對於新奇價值的重視程度 最低,而租借名牌包者最重視情境價值,而對社會價值與其它價值相較之下為不重視 的。並且根據研究結果及雷達圖,做出對於不同類型名牌包商店的行銷管理建議。
Abstract
The issue of consumption pattern of luxury-bag has been concerned for a long time. The early researches of consumption pattern of luxury-bag, scholars studied on single consumption pattern of luxury-bag, it means, there is no research of many consumption patterns of luxury-bag in one time. So the author wants to compare the different consumption patterns of luxury-bag in consumption value, expecting that understanding the influencing factors between different consumers of purchasing patterns.
There are two purposes in the research, 1. Make the radar charts in different consumption patterns of luxury-bag, and then according to the results give the suggestions of marketing. 2.Compare the different consumption patterns of luxury-bag in a single consumption
value. By collecting and analyzing questionnaires, the results are that consumers with different patterns have different consumption value; people who purchase new luxury-bag have similar consumption value to people who purchase second-hand luxury-bag; people who purchase counterfeits pay much attention to social value; people who rent the luxury-bag pay much attention to condition value.
目次 Table of Contents
第一章 緒論..............................................................1
第一節 研究背景與目的 ........................................................ 1
第二章 文獻探討 .........................................................4
第一節 消費價值之定義 ........................................................ 4
第二節 消費模式之介紹 ........................................................ 7
第三節 研究假設 ............................................................. 14
第三章 研究方法 ........................................................18
第一節 研究對象 ............................................................. 18
第二節 資料收集的方式與形式 ................................................. 18
第三節 問卷設計 ............................................................. 18
第四節 問卷發放與回收 ....................................................... 20
第四章 資料分析結果與討論...............................................24
第一節 衡量量表 ............................................................. 24
第二節 假設驗證 ............................................................. 27
第五章 結論與建議 ......................................................46
第一節 研究結論 ............................................................. 46
第二節 研究限制 ............................................................. 48
第三節 管理意涵 ............................................................. 48
參考文獻 ................................................................ 52
附錄 原始問卷內容 ......................................................56
參考文獻 References
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英文部份
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