以往高級精品只有貴族階級才有權利配帶。時至今日，中產階級消費者如一般上班族亦開始購買精品，使得人們對於精品的消費投入逐年增加。法國的精品產業靠著出口高級時裝、首飾、化妝品等精品，每年為法國政府帶來豐沛的外匯收入。除此之外，精品產業與其他同為景氣循環產業相比，復甦力道實為有過之而無不及；因此，精品產業之高獲利成長力與強勁復甦力道成為許多其他產業所探究及效法的對象。
現存精品相關文獻鮮少文獻探討精品創新相關議題，而在探討精品消費行為的研究中，除了探討精品消費動機與知覺價值外，並未進一步探討精品新產品隨著時間的擴散，消費者購買精品之動機與消費者特性是否產生變化。因此，本研究擬採用過往多半用於高科技產業之創新擴散理論，並以精品產業龍頭A精品公司為例，試圖探討精品新產品之擴散模式為何；另外，本研究除了探討客觀時間之擴散模式，亦針對精品具有較強烈之社會影響特性，亦加入同儕情境，更深入了解主觀時間的擴散模式。最後，本研究也會針對早期精品消費者與晚期精品消費者所注重的精品知覺價值是否有所不同的現象進行研究。
由量化問卷調查與質化深度訪談之綜合分析，本研究發現：(1)精品新產品擴散模式屬於Bass模型，所有潛在的精品消費者皆可分為受到廣告影響的創新者或口碑影響模仿者兩類；(2)精品新產品擴散模式由客觀因素與主觀因素共同建構而成，除了將採用者依客觀時間分為早期與晚期，本研究另外提出客觀早期的模仿者(即主觀落後者)與客觀晚期的創新者(即主觀創新者)；(3)精品知覺價值類型與客觀購買時間的先後並無顯著差異；(4)「撞包」顧慮是由於挑剔心態與跟隨心態並存的現象，對消費者的購買決策並無實際影響力。 / Before long, only blue blood has the right to possess luxury goods. Nowadays, middle class also starts to buy luxury goods, which increases the yearly consumption of luxury goods. By exporting high class garments, accessories, make-ups and so on, luxury good industry in France yields immeasurable foreign exchange income to French goverment. Besides, the strength of recovery in luxury goods industry is much stronger than other business-cycle industries. Therefore, with high-profit and strong recovery, luxury goods industry become the benchmark of other industries.
Among the existing literatures of luxury goods, few literatures discuss issues related to the innovation of luxury goods. And in the researches of luxury-goods consumer behaviors, in addition to exploring the consumer motivations and perceived values, the changes or not of consumer characteristics and motivations with time-spreading lacks further probes. Thus, based on the theory of diffusion of innovations that mostly applied to high-technology industry, this study tries to explore the new product diffusion model of luxury goods in the case of a leading luxury brand A. Moreover, owing to stronger social influencs that luxury goods characteristic of, this study not only discussing the real time periods, but also deeply look into peer sithations in order to understand the diffusion model in subjective time periods. At last, this study will explore the differences of perceived values between early adoptors and late adoptors.
Under comprehensively analysis from qnantative Questionnaire surveys and in-depth interviews, findings are as followed. (1)The new product diffusion model of luxury goods is highly close to Bass model. All potential luxury-goods customers can be divided to advertisement-influenced innovators and word-of-mouth-influenced imitators. (2)New product diffusion model of luxury goods is constructed by objective factor and subjective factors. In addition to classifying adoptors into early and late according the real time period, this study proposes other classifications: objectively early imitators (subjective followers) and objectlvely late innovators (subjective innovators). (3)Perceived value of luxury goods would not significantly sway with the objective doption time. (4)The fear of having the same bag with others results from the coexisting of Snob effect and Bandwagon effect, which has no actual influences on consumption decisions.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098359028 |
| Creators | 張筱祺, Chang, Hsiao Chi |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0068 seconds