| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 97 === For theses years, luxury brands gradually affect people’s life and purchase decision. This study explores the factors that may influence purchase intention of luxury brands from the concept of the perception value of luxury brands(perceived hedonism and perceived quality) and mainly base on the personal motivations perspective. By collecting the questionnaire data from consumers who had ever bought luxury goods, 300 survey questionnaires were distributed and finally 200 valid survey questionnaires were collected. According to the method of multiple-regression analysis, this study got some findings: perceived hedonism value and perceived quality value could positively affect purchase intention, three materialism characteristics( showing social position, enjoy life, emphasizing the self-demand) could positively moderate the relationship between perceived quality value and purchase intention, the need for uniqueness( showing individual style) could negatively moderate the relationship between perceived hedonism value and purchase intention, and the need for uniqueness( showing individual style) could negatively moderate the relationship between perceived quality value and purchase intention.
Therefore, firms that offer luxury brands should create positive emotion for their products and create wonderful purchasing experiences for their customers. Besides, offering variety products to satisfy consumers with different materialism characteristics and design low tone brand style to increase the sales volume.
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