| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 98 === A financial tsunami started in America in 2008 and reached every corner of the world, causing the most serious impact to the global economy in the past 80 years, including Taiwan. However, the Wang Group featuring high-to-medium prices grew against the trend. Although the economic recession affects consumers’ willingness and way to spend, as luxury has prevailed in recent years, consumers who have experienced how good luxury is still would like to indulge themselves once in a while. While sensitive to prices, consumers’ demand for taste and quality cannot be compromised. Relying on price alone can no longer attract consumers. What is more important is the sense of value. As such, how to seek out the value that is most hungered for by consumers has become an important issue.
This study focuses on consumer behavior for experiential luxuries by discussing relations between consumers’ attitudes toward luxury, perceived value, and behavioral intention, with the boom as the interference factor, in order to undertake an empirical study. With Wang Steak and Taoban House under the Wang Group as the subjects for study, a convenience sampling approach was adopted outside Wang Steak and Taoban House in Taichung, aiming at customers who had just enjoyed their dinner. The survey was conducted with a questionnaire from June 20 to August 10, 2009, and had an effective sample size of 405. To verify the assumption, a variety of methods were employed, including Reliability and Validity Analysis, Cluster Analysis, Discriminant Analysis, Pearson Chi-square Test, Independent-Sample T-Test, One-way ANOVA, and Regression Analysis.
The empirical results are as follows:(1)Consumers'' attitudes toward luxury can be divided into"High-Luxury","Mass-Luxury"and"Anti-Luxury".(2)As product and service content moved toward the top of the pyramid, difference of various luxury attitude clusters in perceived value became more significant. By contrast, when product and service content and price approached affordable luxury, difference of various luxury attitude clusters in perceived value became less obvious.(3)As product and service content and price moved toward the top of the pyramid, difference of various luxury attitude clusters in behavioral intention became more noticeable. On the other hand, as product and service content and price approached affordable luxury, difference of various luxury attitude clusters in behavioral intention became smaller.(4)Difference of various luxury attitude clusters in influence of the economy was significant,and "Anti-Luxury" came in first, and last came "Mass-Luxury".(5)Perceived value had a positive effect on behavioral intention.(6)The economy had an interference effect on the positive relation between perceived value and behavioral value.
According to the above results, some suggestions are offered below. As far as luxury consumption is concerned, attitude toward luxury as a market segmentation variable can more grasp consumers’ buying behavior. Marketing strategies can be drafted against consumers of different luxury attitudes to offer values that meet their demands. This may help to expand market share. In the case of "High-Luxury", products and services that feature high quality and uniqueness, emotional pleasure, and parading value are preferred. In the case of "Mass-Luxury", the focus should be on experience of value and satisfying their demand emotionally. In the case of "Anti-Luxury", instead of emphasizing luxury in products and services, one should stress on quality and utility in products and services. In times of economic recession, consumers have become smarter. They save where spending is not necessary and spend on which they believe is important and more valuable. Therefore, rather than resort to an ever-lower discounting tactic to reduce the sense of value of product and service in consumers, vendors should endeavor to offer the value that is hungered for by consumers.
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