| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 95 === In the past times, luxury had been a way for the noble to show their wealth and social status off, which belongs to behaviors of the minority. However, with the times and the cultures changing, people’s viewpoints toward luxury have altered. Trading up has been a prevailing phenomenon while new luxury also has come out gradually. As long as consumers regard the products as worth through the affective facet, they will be willing to make purchases with higher prices. Though luxury has nothing with the social status anymore, the value presented by luxury has overpassed what the currency can provide.
This study tried to explore consumers’ attitudes toward luxury through cognitive component, affective component, and behavioral component, further, to do the segmentation of consumers based on their attitudes toward luxury. In addition, this study explored whether diverse demographic segmentation will lead to varied attitudes toward luxury, and even analyzed the relation between attitudes toward luxury and buying behaviors. This study took convenience sampling. The questionnaires comprised the paper ones and the online ones, distributed on March 11th, 2007 and completed on April 6th, 2007, while there were 518 questionnaires of validity.
The study result found that the attitudes toward luxury can be divided into three categories. One was the self-presenting, another was the pro-luxury, and the other was the anti-luxury. This study found that those who have positive attitudes toward luxury will purchase luxurious products more often. Besides, age and education would have a remarkable effect on attitudes toward luxury; by contrast, gender, occupation, income, and residence failed to. Finally, this study recommended that the corporations should choose marketing strategies according to consumers’ attitudes toward luxury. As for those who had negative attitudes toward luxury, the companies should avoid using “luxury” to be the main point for the advertisements. The corporations had to reinforce the intrinsic value within luxurious products and the added value, and further took care of the traditional elite luxury market and the mass luxury market.
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