| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 101 === The purpose of this study is to investigate the interrelationship of brand image, conspicuous and status consumption and purchase intention in terms of luxury goods, hope to understand what reason push consumer to buy such expensive goods and is there any different aspect on brand image, conspicuous and status consumption and purchase intention in terms of luxury goods between different consumer?
This research take the way of network questionnaires, in view of individual consumer as the sampling object, collect effective questionnaire 250. The collected data was analyzed by SPSS 19.0 for windows, using factor and reliability analysis to confirm the questionnaire item. By using descriptive statistics, we understand the sample distribution. By using ANOVA to analysis if there is any difference in brand image, conspicuous and status consumption and purchase intention in terms of luxury goods between different consumer. Finally, using regression analysis to analyze the influence between brand image, conspicuous and status consumption and purchase intention in terms of luxury goods.
The result were as following: (1) The interest on purchasing brand name products, e.g. LV, differs tremendously in between peoples with different ages, genders, educations, incomes and occupations. (2) Functional evaluation are in common for all kinds of people in consideration of purchasing brand name products despite any kind of ages, educations, backgrounds for occupations. (3) The major motivation for purchasing brand name product is still on show off.
If the entrepreneurs want to enhance consumer’s luxury goods purchase intention, there are some suggestions: (1) The establishment of brand image is very important, in luxury industry, entrepreneurs can choose to strengthen the symbolic perception of its own brand for different consumer. (2) LV product marketing mode need to create different marketing tools for different consumers in purpose of expand more target market. (3) Because of luxury goods bring consumers the luxury and conspicuous much from its price, so suggest entrepreneurs do not choose to reduce costs in order to achieve lower prices, but should strengthen the original concept of the brand.
Key words: luxury, brand image, conspicuous consumption, status consumption, purchase intention
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