| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 100 === The social meaning of boutique collections is no longer simply luxury goods, but a new form of daily necessaries. With fine quality, expecting design, beauty display and touching marketing story, the biggest challenge for every luxury eyewears merchants is that, at the contact point with customers, if they can build brand uniqueness and intensify the image of leading trend to attract customers’ eyesight and affect their consumption desire.
This article uses linear structural relation model to examine the relationship between customer values, brand trust, brand affect, and purchasing intension. The study on brand trust and brand affect finds out the assumption on social values and epistemic value is not valid, and the result shows the factors that affect brand trust and brand affect in a descending order are emotional value, conditional value, and functional value. Brand trust and brand affect have positive influence on purchasing intension, while brand trust has more significant one than brand affect.
The study exhibits that the main factors of affecting purchasing luxury eyewears are emotional value, then conditional value, and last, functional value. Overall, the function of luxury eyewears are usually above the average, as a consequence, emotional value is the key factor to affect consumer''s choice behavior.
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