The Study of the Antecedents and Consequence of Desire- An Example of the Boutique Clothing

• Main Authors: Tsai, Shu-Shen, 蔡淑慎
• Other Authors: Hsieh, Ming-hung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/90992647081239563443

碩士 === 實踐大學 === 企業管理學系碩士班 === 98 === Desire is the major motivation for consuming Boutique; especially according to a investigation from British Synovate research organization in 2009, which shows that Taiwanese consumers especially like to buy well known brand clothes and among them, there are 37% of consumers collect related information of various brands before buying; meanwhile, from the investigation to 11 countries, their attitude is more careful and rational; however, there are 30% of consumers feeling guilty and regretful while buying. Because boutique clothing is expensive and there are various kinds of brands, consumers would have anticipated regret; such as worry that products they buy maybe not as good as they expected or they may miss better products. If they keep maintaining this kind of feeling, their purchase desire would decrease; moreover, they will give up or delay to buy. Purchase desire of consumers is an emotional cycle combing with discomforting and pleasurable, Perugini and Bagozzi(2001) thought that desire drives motivation, induces intentions and then affects behaviors. In the process of decision-making, desire is the mediating role which is the most closed to intention. With highly anticipated anxiety and regret hidden in depth of consumers’ heart and grand brand involvement, the research attempts to apply consumed behavior of boutique clothing to verify variables, such as utilitarian attitude, hedonistic attitude, subjective norms and positive anticipated emotions which affect desire and the influence of desire to purchasing intention and try to find influence factors as well as estimate behaviors mode from psychology and behavior of purchasing boutique clothing according to the concept of (Goal-directed behaviors mode)made by Perugini & Bagozzi(2001). The experiment shows that utilitarian attitude and positive anticipated emotions have positive influence to desire; however, hedonistic attitude and subjective norms do not have significant impact on desire; moreover, desire separately has mediating effect between utilitarian attitude and purchasing intention; and between the anticipated emotion and purchasing intention.