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研究生: 林哲民
Lin, Che-Min
論文名稱: 傳統和替代距離與地位信號偏好消費者樣貌分析
An Analysis of Consumer Profiles in Preference for Traditional and Alternative Distance and Status Signals
指導教授: 沈永正
Shen, Yung-Cheng
口試委員: 沈永正
Shen, Yung-Cheng
周佳敏
Chou, Chia-Min
朱克聰
Chu, Ko-Tsung
口試日期: 2023/05/18
學位類別: 碩士
Master
系所名稱: 高階經理人企業管理碩士在職專班(EMBA)
Executive Master of Business Administration
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 74
中文關鍵詞: 奢侈品自我監控自我構念教育程度永續價值
英文關鍵詞: Luxury goods, self-monitoring, self-concept, education level, sustainable values
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202300463
論文種類: 學術論文
相關次數: 點閱:81下載:9
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  • 2021年,全球前百大頂尖奢侈品公司的營收達到3,050億美元,超過2019年(COVID-19大流行影響前)的2,810億美元,此結果展現奢侈品市場的增長幅度超越一般民生性消費(Deloitte, 2022)。本研究旨在探討不同偏好的奢侈品消費族群與四種不同性格特性所產生的構面在選擇奢侈品時的相關性,這4個構面包括自我監控、永續價值觀、自我構念和社會關係/互動(意見領袖)。研究結果表明,(1) 偏好傳統距離與地位信號的消費者與偏好替代距離與地位信號的消費者在永續價值觀構面及自我構念構面存在顯著差異。(2) 本研究亦發現替代距離與地位信號較受對彰顯自身能力與地位有需求的消費者青睞,(3) 教育程度和年收入方面呈現顯著差異。(4) 替代距離與地位信號的選擇在兩族群消費者有明顯差異。研究結果對奢侈品品牌的營銷策略具有重要啟示,需充分了解消費者的需求和動機,針對具有不同教育背景和收入水平的消費者制定有針對性的市場策略。
    本研究探討了選擇奢侈品與四個性格構面的關係,並揭示了偏好傳統距離與地位信號的消費者與偏好替代距離與地位信號的消費者在永續價值觀和自我構念兩構面上存在顯著差異。此外,研究發現教育程度和年收入在兩類消費者中呈現顯著差異。研究結果對奢侈品品牌的營銷策略具有重要啟示。

    In 2021, the revenue of the top 100 global luxury companies reached 305 billion USD, surpassing the 281 billion USD in 2019 (before the COVID-19 pandemic), showing that the growth rate of the luxury market exceeded that of general consumption (Deloitte, 2022). This study aimed to explore the correlation between different luxury consumer groups with preferences and four different personality dimensions in their choice of luxury goods. These four dimensions include self-monitoring, sustainable values, self-concept, and social relations/interaction (opinion leaders). The study results show that (1) there are significant differences in sustainable value dimensions and self-concept dimensions between consumers who prefer traditional distance and status signals and those who prefer alternative distance and status signals. (2) The study also found that alternative distance and status signals are more favored by consumers who need to show off their abilities and status. (3) There are significant differences in education level and annual income. (4) The choice of alternative distance and status signals shows significant differences between the two consumer groups. The research results have important implications for luxury brand marketing strategies, requiring a full understanding of consumer needs and motivations, and formulating targeted marketing strategies for consumers with different educational backgrounds and income levels.
    This study explores the relationship between the choice of luxury goods and four personality dimensions and reveals significant differences between consumers who prefer traditional distance and status signals and those who prefer alternative distance and status signals in terms of sustainable values and self-concept dimensions. Moreover, the study found significant differences in education level and annual income among the two types of consumers. The research results have important implications for luxury brand marketing strategies.

    第一章 緒論 1 一 研究背景 1 二 奢侈品作為距離與地位信號 1 三 研究動機 2 四 研究目的 4 第二章 文獻探討 5 一 流行市場的現況與趨勢 5 二 精品市場之消費者動機、態度與行為 5 三 精品消費族群將改朝換代 7 四 ESG永續議題 8 五 影響奢侈品選擇的因素 9 六 奢侈品消費者的動機、態度 10 七 距離與地位信號 11 八 距離與地位、奢侈品 12 第三章 研究方法 15 一 研究架構 15 二 研究範圍與對象 15 1 研究範圍 15 2 研究對象 16 3 問卷設計 17 4 收集資料 19 三 資料處理 19 1 敘述性統計(Descriptive statistics) 20 2 司徒頓t 檢定(Student's t-test) 20 3 皮爾森積差相關分析(Pearson Product Moment Correlation Coefficient, PPMCC) 20 4 因素分析(Factor Analysis) 21 5 信度分析 21 第四章 研究分析結果 23 一 問卷回收的基本分析 23 1 分群結果 23 2 人口學資料 24 3 距離與地位信號選擇 26 4 分析邏輯 (Analysis Pipeline) 28 5 問卷結果統計整理 29 6 信度分析 31 7 不同次族群間其消費性構面的差異分析 32 8 因素分析 39 第五章 結論與建議 44 一 研究結論 44 二 實務上之建議 48 三 研究限制與未來研究建議 49 參考文獻 53 一 中文文獻 53 二 英文文獻 53 附錄 56 一 本論文所使用問卷 56

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