碩士 / 國立臺北大學 / 資訊管理研究所 / 103 / Mass luxury goods were the products and services are priced at or near the top of their category and represent a considerable premium compared with conventional offerings. However, they remain affordable to middle-market consumers. These products and services fall in the niche between the mass-market and high-class goods.They command a premium price compared with conventional goods but still are priced well below superpremium goods. These goods bring consumers a richer experience feelings. This study was designed to investigate the mass luxury value architecture. And explore the influence of mass luxury value on brand image. In this study, the high-end smartphone users as a surveying object. In the study, have two empirical studies. In Study 1, development of mass luxury value scale, through the method of scale development, a total of 803 valid questionnaires were collected. This study suggests that mass luxury value included function, excellence, conspicuous consumption, status, uniqueness, personal identity, self-gift giving, aesthetics, pleasure, experience , affiliation and economic. In Study 2, through the study 1 of the scale of development, and further understand the influence of mass luxury value on brand image. Brand image included cognitive brand attribute, affective brand attribute, brand loyalty and brand purchase Intention. In Study 2, total of 800 valid questionnaires were collected. The research results found that mass luxury value will positively affect cognitive and affective brand attribute, and strengthen consumer brand purchase intention and brand loyalty through the cognitive and affective brand attribute. Finally, this study presents the results of the architecture of mass luxury value.To complement the theoretical knowledge gap; and make recommendations related to operating practices of the brand for high-end smartphone.
| Identifer | oai:union.ndltd.org:TW/103NTPU0396007 |
| Date | January 2015 |
| Creators | WU YU CHENG, 吳昱承 |
| Contributors | Cheng-Hsun Ho, 何政勳 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 125 |
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