A Study of Affecting Factor of Consumers’ Buying Luxury Goods

• Main Authors: Hong-Yu Huang, 黃虹育
• Other Authors: Dr. Chao-Hung Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/77914567847797270898

碩士 === 嶺東科技大學 === 行銷與流通管理研究所 === 100 === In recent years, pursuing the fashion brand is a trending domestic and foreign. The faster growth of market economies, the more consumers are willing to spend lots of money on the international famous brands. According to the global luxury goods market report, the global economic crisis does completely not affect the consuming of luxury goods. The global market continues to maintain high growth of size - € 187 billion in 2011. This study explores while consumers purchase luxury goods; whether country of origin, brand personality, brand image, and the customer's perceived value affect the vanity traits. This study applies the linear structural equation to analyze the data, which bases on the sample of boutique consumers. We distributed 270 questionnaires; however, 250 questionnaires were valid. The findings of this study shows that the country of origin and brand image does not significantly respectively influence on perceived value. Interestingly, brand image have a signify cant effect on service quality. Furthermore, perceived value has a signify cant effect on vanity traits. The results of the study expect to support a valuable contribution to empirical