Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-23T15:08:31Z No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) / Made available in DSpace on 2016-06-23T15:08:31Z (GMT). No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) Previous issue date: 2015-12-09 / This paper seeks to explain the motivators of perceived value among young consumers who purchase affordable luxury branded goods. The main objective was to study the motivators of perceived value and more specifically: to identify the latent variables which affect the behavior of the young consumer of affordable luxury branded goods; to assess how the latent variables interfere with the young consumers’ perceived value of affordable luxury branded goods; to assess how young consumers’ perceived value affects their attitude, loyalty and repurchase intention; and finally, to provide a specific measurement model for this consumer group. The model is based on existing models by Vigneron and Johnson (1999), Wiedmann, Hennings and Siebels (2009) and Galhanone (2013). This is a descriptive study using a quantitative approach. Data was collected using a survey, based on previously tested and validated scales, which was completed by a sample group of 246 university students at a IFES in the state of Mato Grosso do Sul, Brazil. Structural equation modeling and confirmatory factor analisys using Smart-PLS software were used for statistical analysis. The results show a statistically significant correlation between perceived value of young people who consume products of affordable luxury with the variables identified in the study. These results contribute to an understanding of the world of luxury of these youth and how they relate to brands. In general terms, the study offers useful tools for companies operating in the luxury market and tailoring their product offerings to their clients by helping them understand how a youth perceives a luxury product, and what the motivators are behind its purchase. / Este trabalho buscou compreender quais são as variáveis da percepção de valor de consumidores jovens que compram produtos de marca de luxo acessível. O objetivo principal foi estudar os motivadores da percepção de valor e mais especificamente: identificar as variáveis latentes que interferem no comportamento do consumidor jovem de produto marca de luxo acessível; avaliar como as variáveis latentes interferem na percepção de valor do consumidor jovem que compra de produto marca de luxo acessível; avaliar como a percepção de valor do consumidor jovem que compra de produto marca de luxo acessível interfere na atitude, lealdade e intenção de recompra; e finalmente, propor um modelo de mensuração específico para esse grupo de consumidores. O modelo foi baseado nos estudos existentes de Vigneron e Johnson (1999), Wiedmann, Hennings e Siebels (2009) e Galhanone (2013). A pesquisa foi de natureza descritiva com abordagem quantitativa. Foi aplicada uma survey (survey), baseada em escalas já testadas e validadas, para uma amostra de 246 estudantes universitários em uma IFES do estado de Mato Grosso do Sul para coleta dos dados. Estes foram analisados estatisticamente por meio do software Smart-PLS para realização da modelagem de equações estruturais e análise fatorial confirmatória. Os resultados apresentaram correlação consideravelmente satisfatória entre a percepção de valor de jovens que consomem produtos de luxo acessível com as variáveis apontadas no estudo. Esses resultados contribuem para a compreensão do universo do luxo dos jovens e como eles se relacionam com as marcas. Em termos gerenciais, o estudo apresenta valiosas ferramentas para organizações que atuam no mercado de luxo e gerenciam suas ofertas de produtos para seus clientes entenderem como um jovem percebe um produto de luxo, e quais são os motivadores para tal consumo.

近年來M型社會及平價奢華趨勢已成為一個熱門的議題，不論在消費面或是社會面等都造成踴躍的討論，由於財富分眾組成的改變，形成了逐漸改變的消費觀，也帶來了一種新成形的生活形態。在這樣的消費環境之下，M型的行銷模式也儼然成為一種新顯學，「平價奢華」的產品或服務，成為M型社會新形成產業趨勢之最佳範例。而在諸多品牌中，帶起一股「快速時尚(fast fashion)」風潮的西班牙品牌ZARA，帶起了大眾精品(masstige)之熱潮，而經歷了品牌大轉型，強調品牌年輕化，且大膽直營過季折扣店，成功從退流行的媽媽包品牌，翻身成為大受歡迎品牌的COACH，則是以買得起的奢華 (accessible luxury)為主要的策略，因此本研究以此兩個具代表性的品牌作為研究主題。 本研究選擇採用個案研究的方式，以Michael Porter的價值鏈之角度來解構ZARA及COACH在變動環境下，於經營模式(business model)上所做的突破及調整，並在個案分析中，從產業中最細微的各個構面去探討兩個品牌在經營上的創新之舉，及對兩公司在現有資源之掌握及策略運用進行連結，瞭解兩者如何結合自有資源及核心能耐來產生創新的力道。希望藉由這兩個各自往M型兩端移動的品牌之創新模式探究，能更加深入且具體地瞭解到兩個公司的創新經營之道，以提供台灣其他相關業者參考，提升台灣相關產業之競爭力。 / Recently,“M-type society”and the trend of“affordable lux-ury”have been very popular issues and raised many discussions. Due to the change in financial formation in society, it formed the changing concept of consumption and a new lifestyle. In this kind of situation, the philosophy of“M-type society”has been a very significant new contention. Some products or service with the concept of “affordable luxury” has been the best expanple of the industrial trend. Like Spanish brand—Zara, which brought the “fast fa-shion”and “masstige” fetish to the world, is a very outstanding example of it. Also, American luxury brand—Coach, which went through the revitalization of the brand image and emphasized on the image of“affordable luxury”, is a good example as well. Therefore, this research take the two representative brands as the subjects of this study. Case-study research method is used in this study, and the value chain theory from Michael Porter will be the analytical tool to analyze and explain ZARA and COACH’s innovative business model and find out the management meaning in the two cases to provide some useful suggestions for related organizations in Taiwan.