A Study of Customer Behavior about the Luxury Brand Perceired Price on Taiwan and Mainland China 李心福、陳正強 ; 蔡翠旭

A Study of Customer Behavior about the Luxury Brand Perceired Price on Taiwan and Mainland China

李心福、陳正強 ; 蔡翠旭

E-mail: [email protected]

ABSTRACT

This research mainly analyses the fine works consumers of the two sides (the mainland China and Taiwan) to the brand

consciousness value of fine works and the difference of buying behaviors. In recent years, the open policy of the mainland China improves the local consumers’ purchasing abilities, and the phenomenon that the consumers of the two sides go after like a flock of ducks to the fine works brand causes and probes into the consciousness value to the fine works brand of consumers of the two sides with any differences to the buying behavior. In the structure part, it mainly discusses the influence on the consumers’ consciousness value of the fine works brand and the buying behavior on the two sides .The samples are regarded as the fine works consumers of the cities of the two sides and examined the target mainly. There are 310 effective questionnaire from Taiwan, and 342 ones from the mainland China, which adopting questionnaire investigation.This research is analyzed with SPSS13.0 software, and is discussed the above-mentioned parameters to the difference of motives when the consumers of the two sides choose fine works brands. The result of this study is found. First, when the consumers of the two sides buy the fine works, the brand consciousness value and buying behavior can influence consumers’ purchase decision. Second, there is a difference between the brand consciousness value and the buying behavior of the fine works consumers of the two sides. Third, the brand consciousness and buying behavior of the consumers of fine works in Taiwan are more apparently than they in mainland China.

Keywords : luxury brand ; perceired price of brand ; customer behavior Table of Contents

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii 英文摘要　．．．．．．．．．．．．．．．．．．．．．

iv 誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi 內容目錄　．．．．．．．．．．．．．．．．．．．．

． vii 表目錄　　．．．．．．．．．．．．．．．．．．．．． ix 圖目錄　　．．．．．．．．．．．．．．．．．．

．．． xi 第一章　　緒論．．．．．．．．．．．．．．．．．．． 1 　　第一節　　研究背景與動機．．．．．．．．

．．．． 1 　　第二節　　研究目的與問題．．．．．．．．．．．． 2 　　第三節　　研究範圍．．．．．．．．．．

．．．．． 4 　　第四節　　研究流程．．．．．．．．．．．．．．． 4 　　第五節　　名詞解釋．．．．．．．．．

．．．．．． 5 第二章　　文獻探討．．．．．．．．．．．．．．．．． 6 　　第一節　　精品品牌．．．．．．．．

．．．．．．． 6 　　第二節　　品牌知覺價值．．．．．．．．．．．．． 10 　　第三節　　購買行為．．．．．．

．．．．．．．．． 15 第三章　　研究方法．．．．．．．．．．．．．．．．． 21 　　第一節　　研究架構．．．．

．．．．．．．．．．． 21 　　第二節　　研究假設．．．．．．．．．．．．．．． 21 　　第三節　　研究限制．．

．．．．．．．．．．．．． 22 　　第四節　　問卷設計．．．．．．．．．．．．．．． 22 　　第五節　　研究對象

．．．．．．．．．．．．．．． 23 　　第六節　　信效度檢測．．．．．．．．．．．．．． 23 　　第七節　　統計 分析方法．．．．．．．．．．．．． 25 第四章　　研究結果與分析．．．．．．．．．．．．．． 26 　　第一節　　 回收問卷資料分析．．．．．．．．．．． 26 　　第二節　　台灣消費者精品品牌知覺價值及購買行為． 29 　　第三節 　　大陸消費者精品品牌知覺價值及購買行為． 37 　　第四節　　兩岸精品消費者對品牌知覺價值與購買行為 　　　　 　　　之差異探討．．．．．．．．．．．．．． 45 第五章　　結論與建議．．．．．．．．．．．．．．．． 53 　　 第一節　　結論．．．．．．．．．．．．．．．．． 53 　　第二節　　建議．．．．．．．．．．．．．．．．． 55 　　第三節　　後續的研究與建議．．．．．．．．．．． 56 參考文獻　．．．．．．．．．．．．．．．．．．．．

． 58 附錄A　　台灣問卷．．．．．．．．．．．．．．．．． 62 附錄B　　大陸問卷．．．．．．．．．．．．．．

．．． 65 附錄C　　問卷資料統計分析．．．．．．．．．．．．． 68 REFERENCES

一、中文部份 丁振東(2006)，中國奢侈品消費之研究，首都經濟貿易大學未出版之碩士論文，13-15。 中國新聞網(2006)，國際金融報[線 上資料]，來源: http://www.chinanewstw.com/[2007, October 20]。 李莉絹(2006)，名牌精品涉入程度與消費行為之探討:以新竹地區消費 者為例，亞洲大學國際企業管理學系研究所未出版之碩士論文，22-25。 吳明隆(2001)，SPSS統計應用實務，台北:松崗電腦圖書資料股

份有限公司。 何凱凌(2004)，以名牌精品消費考察台灣消費社會，東吳大學社會學系研究所未出版之碩士論文，11-18。 李靜(2005)，中 國奢侈品消費人群及市場研究，南開大學經濟學系研究所未出版之碩士論文，12-20。 林清河(2001)，消費者決策型態與價值觀之研究－

臺灣地區大學生之實證研究，國家科學委員會研究彙刊:人文及社會科學，11(1)，16-29。 林建煌(2002)，消費者行為，台北:智勝文化出 版社。 馬志工(2007)，M型社會新奢華行銷學，台北:臉譜文化出版社。 高登第(2006)，柯特勒談行銷，台北:遠流文化出版社。 陳佩 汶(2006)，影響消費者選擇精品品牌之因素探討，國立中央大學企業管理學系研究所未出版之碩士論文，4-11。 張春興(2003)，心理學原 理，台北，東華書局，11-25。 楊世瑩(2005)，SPSS統計應用實務，台北:旗標出版股份有限公司 賴哲亨(2000)，參考群體建議類型對消費 者決策的影響，國立中央大學企業管理學系研究所未出版之碩士論文，8-13。 二、英文部分 Beatty, S. E., Kahle, L. R., Utsey, M., &

Keown, C. (1993). Gift giving behaviors in the United States and Japan: a personal values perspective. Journal of International consumer

Marketing, 20(2), 49-66. Durgee, J. F., O'Connor, G. C., & Veryzer, R. W. (1996). Observ-ations: translating values into product wants. Journal of Advertising Research, 3(12), 90-100. Durvasula, S., Lysonski, S., & Andrews, J. C. (1993). Cross-cultural generalizability of a scale for profiling consumer’s decision making styles. Journal of Consumer Affairs, 8(4)，55-65. Fan, J. X., & Xiao, J. J. (1998). Consumer decision-making styles of young-adult chinese. The Journal of Consumer Affairs, 12(5), 275-294. Gillard, P., Wale, K., & Bow, A. (1997). Prediction of future demand Form current telecommunications uses in the home. Telecom- munications Policy, 11(9), 329-339. Hafstrom, J. L., June, S. C., & Young, S. C. (1992).

Consumer decision-making styles: comparison between Untied Stares and Kroean young consumers. The Journal of Consumer Affairs, 6(12), 146-158. Rae, J. (1987). The sociological theory of capital. New York: Mac-Millan. Jonathan E. S. (1996). An analysis of the consumer susceptibility to interpersonal influence scale. Journal of Social Behavior and Personality, 11(3), 585-599. Kahle, L. R., & Kennedy, P. (1988). Using the List of Value (LOV) to understand consumers. Journal of Services Marketing, 6(4), 49-56. Keng, K. A., & Yang, C. (1993). Personal values, demographics and consumption behavior: a study of Taiwanese consumers. Journal of International Consumer Marketing, 7(3), 27-48. McDonald, W. J. (1993).

The role of demographics, purchase histories, and shopper decision-making styles in predicting consumer catalog loyalty. Journal of Direct Marketing, 11(6), 56-65. Shim, S. (1996). Adolescent consumer decisional-making styles: the consumer socialization perspective. Psychology &

Marketing, 5(12), 547-569. Sproles, E. K., & Sproles, G. B. (1990). Consumer decision- makingstyles as a function of individual learning styles. The Journal of Consumer Affairs, 12(6), 134-147. Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. The Journal of Consumer Affairs, 9(3), 267-279. Verhallen, Theo M. (1982). Scarcity and consumer choice behavior. Journal of Economic Psychology, 2(2), 299-321. Vigneron, F. & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior.

Journal of Marketing Science Review, 8(7), 121-158. Vigneron, F. & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 274-315