Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23119
標題: 台灣精品之購買意向-以年輕族群購買「名牌包包」為例
The purchase intention of luxury products in Taiwan -The case study of the young people buying famous brand bag
作者: 詹采萍
Jan, Tsai-Ping
關鍵字: 精品
http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1907200711032200
購買意向
出版社: 行銷學系所
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摘要: 目前社會上這些十幾、二十幾歲甚至三十幾歲的年輕人,他們有的人才剛出社會沒多久甚至是在學的學子,但是卻對上萬元的高價「名牌包包」情有獨鍾,到底「名牌包包」對他們的吸引力到底是什麼?以及他們對這項商品的態度及情感和「名牌包包」的購買意向到底是如何?為了更深入了解台灣年輕消費群對「名牌包包」的接受過程,本研究採用範圍中有購買力之年齡層:15-35歲之人口進行研究。用態度和主觀歸範與個人特徵相關構面來加以剖析台灣年輕人的消費市場。 接著分別進行台中台北兩市青少年,對名牌包包的價格知覺、品質知覺、品牌知覺、情感、主觀歸範、自我、個人風格、流行、物質主義、人口統計等構面對「名牌包包」購買意向之研究,本研究篩選獲得33項有關「名牌包包」的主觀歸範、知覺和情感、態度、物質主義、自我、流行等心理感覺的問項。 本研究結果得出價格知覺、品質知覺、自我、物質主義、風格流行對名牌包包的購買意向有正相關。另外知覺價格、知覺品質、知覺品牌、物質主義也和風格構面有正相關。 根據本研究結果進行廠商之行銷建議為: 1. 以新潮具創意的方式進行產品介紹,例如:在海邊進行新產品記者會。 2. 採用塑膠或是另類的產品材質並加入鮮豔的色彩(例如:Coach品牌包 包色彩鮮豔)。 3. 塑造喜新厭舊的流行潮流。 4. 以分期付款免利率方式購買,告知青少年未來幣值會越來越小等。
URI: http://hdl.handle.net/11455/23119
其他識別: U0005-1907200711032200
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