Impact of consumer personality on luxury-brand choices

• Main Authors: Pei-Wen Chen, 陳佩汶
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/n44cr9

碩士 === 國立中央大學 === 企業管理研究所 === 94 === According to these years, in Asia, more and more consumers are interested in luxury goods, so we want to find out the motivation behind the consumers why they want to buy the luxury goods. In the construct, we can separate the motivation into three parts, the perception value of luxury-brands、social influence(could separate into two parts: social-oriented、personal-oriented) and self-construal(also could separate into two parts: independent-self、dependent-self), we discuss about how these factor affect the consumer choice and the relationship between these factors. In this research, we choose two different kind of brands and products to see if there are some different points between them, so we choose Louis Vuitton、Rolex as high brand awareness, on the other hand, we choose Lancel and Zenith to be the low brand awareness。 In the research method, we use the Logit Model to research the effect of the variables, and our samples are people who have salary. We find that consumers who choose high brand awareness are attracted by the conspicuous value、expend self value、unique value and more often they are social-oriented. On the other hand, consumers who choose low brand awareness are attracted by the hedonism and more often they are personal-oriented. The self-construal doesn’t has effect on consumer choice.