指導教授：黃恆獎臺灣大學：國際企業學研究所黃芷凌Huang, Chih-LingChih-LingHuang2014-11-282018-06-292014-11-282018-06-292013http://ntur.lib.ntu.edu.tw//handle/246246/262612傳統奢侈品是給社會上成功、富有、想追求名望的上等階級所消費的商品，新奢侈品的出現顛覆了傳統的消費觀念。從前只有社會上前1%的人能夠消費得起傳統奢侈品，而現在主打有品質、有品味且價格又沒有那麼高不可攀的新奢侈品滿足了大批正在崛起的中產階級想提升生活品質、追求自我而消費奢侈品的需求。 本研究透過結構方程模式LISREL軟體，分析一般年輕人新奢侈品的購買行為。探討變數包含物質主義、虛榮特質、炫耀性消費、節約特質、宗教性、價值意識、新奢侈品與傳統奢侈品的聲望差距、新奢侈品與傳統奢侈品的價格差距與新奢侈品的購買意願。希望透過實證研究，探討消費者炫耀性消費之影響因素、消費者價值意識之影響因素、炫耀性消費與奢侈品聲望之關係、價值認知與購買奢侈品的關係、新舊奢侈品聲望差距與價格差距對購買意願所造成的影響。 研究結果顯示，具物質主義的消費者會正向影響其炫耀性消費的態度；具有炫耀性消費特質的消費者，會認為新奢侈品與傳統奢侈品的聲望差距很大；具有節約特質傾向的消費者，會正向影響其價值意識的態度；傳統奢侈品與新奢侈品的價格差異很大會正向影響新奢侈品的購買意願。 依據實證結果，本研究提出幾點實務建議以及策略方向，以利廠商提高消費者的新奢侈品購買意願。Primary customers for traditional luxuries are at the top of the pyramid. However, the target audience is shifting from top to middle class due to emerging luxuries. Emerging luxuries, which meet middle-class consumers’ desire of improving quality of life and pursing self-achievement, are high-quality with excellent taste but generally cheaper than traditional luxuries. The study analyzes emerging luxuries buying behavior from younger generation through statistic software of Liner Structure Relation Model (LISREL). Analyzed variables include materialism, vanity, conspicuous consumption, frugality, religious, value consciousness, reputation difference of emerging luxuries and traditional luxuries and price difference of emerging luxuries and traditional luxuries. The study adopts empirical research to explore the influence between conspicuous consumption and value consciousness; the relationship between conspicuous consumption and reputation difference of emerging luxury and traditional luxuries; the relationship between value consciousness and price difference between emerging luxuries and traditional luxuries; and the reputation and price difference of emerging luxuries and traditional luxuries on emerging luxuries buying intentions. The results show a positive relation between consumers who are materialism and the attitude toward flaunting traditional luxury products; consumers who have characteristics in showing off consider a huge difference between traditional luxury products and emerging ones; positive relation between Consumers who have a preference in thrift and pecuniary values; huge difference between traditional luxuries and emerging ones affects the willingness to purchase. According to the empirical results, the study proposes several practical advices and strategic directions to facilitate manufacturers to increase consumers'' willingness to buy an emerging luxury.誌謝…………………………………………………………i 摘要………………………………………………………ii Abstract………………………………………iii 目錄…………………………………………………………v 圖目錄…………………………………………………vii 表目錄………………………………………………viii 第一章 緒論 第一節 研究背景與動機…………………1 第二節 研究目的………………………………2 第三節 研究流程………………………………3 第二章 文獻探討 第一節 新奢侈品與傳統奢侈品……4 第二節 物質主義………………………………6 第三節 虛榮特質………………………………7 第四節 炫耀性消費……………………………7 第五節 節約特質…………………………………8 第六節 宗教性……………………………………9 第七節 價值意識………………………………10 第三章 研究方法 第一節 研究架構………………………………11 第二節 研究假說………………………………12 第三節 研究變數及問卷設計…………15 第四節 問卷抽樣方法………………………24 第五節 統計分析方法………………………25 第四章 資料分析與研究結果 第一節 樣本資料分析………………………28 第二節 信度與效度檢驗…………………29 第三節 模型配適度分析…………………37 第四節 結構方程模式分析………………38 第五節 假說檢定………………………………44 第五章 結論與建議 第一節 研究結論………………………………47 第二節 行銷意涵………………………………49 第三節 研究限制………………………………49 第四節 後續研究建議………………………501232745 bytesapplication/pdf論文公開時間：2024/12/02論文使用權限：同意無償授權物質主義虛榮特質炫耀性消費節約特質宗教性價值意識新奢侈品傳統奢侈品LISRELthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/262612/1/ntu-102-R00724042-1.pdf