An Exploratory Study of Male Consumers' Consumption in Luxury Goods

• Main Authors: Lin, Hao-Yu, 林灝宇
• Other Authors: Hsu, Ta-Kuang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/73042149617528195541

碩士 === 輔仁大學 === 心理學系 === 99 === Due to the rise of male consumption recently, the process of male consumers has become the focus within both academic and industrial field. Luxury market which is on the top of whole the market plays a more important role! The purpose of this research is to understand the factors which influence male consumers when they are in the process of luxury consumption by using deep interviews. Researcher adopted Grounded theory of qualitative method to discuss the motive and factors which trigger luxury consumption in three aspects: social culture aspect, group aspect and individual aspect. Researcher wishes to build a thorough theory of male consumers’ luxury consumption and benefits industrial strategy. This research has come up with 5 propositions and 5 inferences. 1.Luxury consumption is a circular process which is easy to be copied. If the feeling after consumption is positive, the possibility of repeating luxury goods purchase will greatly increase. 2.Consumers’ consumption behavior is driven by both inner and outer factors, not only driven by either one. Consumers’ consuming values will be a regulation toward inner and outer factors. 2-1. Consumers who are more driven by the inner factors of luxury fondness tend to focus on luxury goods’ tangible value. 2-2. Consumers who are more driven by the outer factors of luxury fondness tend to focus on luxury brands’ intangible value. 3.Social culture context plays an important role in luxury consumption. And the phenomena within luxury consumption process will also enhance social culture context. 3-1. The reports and broadcasting of mass media mainly cause the social culture context of luxury fondness. 4.Geographic factor determines the frequency and distance between consumers and luxury goods. Not only geographic factor but also the scene of purchase behavior greatly influences luxury consumption. 5.Aesthetic feeling is a vital determinant in luxury consumption process whether consumers are driven by inner or outer factors. Following are the 5 inferences: 1.Compared with heterosexual consumers, homosexual consumers pay more attention to the aesthetic feeling, clothes and outlook, fashion information, and life quality. They also treat themselves nicely in material life. 2.Compared with homosexual consumers, heterosexual consumers pay more attention to social economical status and achievement. Emphasizing the two parts becomes heterosexual consumers’ luxury consumption motivation. 3.Consumers below 30 years old focus on personal style and wish to be distinct from others. So they prefer the products with sparse quantity or limited sold. 4.Consumers above 30 years old already had a full understanding in personal style and scarcely follow the trend or fashion. Their luxury consumption motivation is to convey the social economical status and achievement, concluding developing business and personal connections. 5.Print media is the most used access of all interviewees, whether they accept the luxury information passively or search for it actively.. Based on the conclusions and findings, the recommendation for the luxury industry is made.