|Summary:||碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 101 === In the last few years, the market of luxury fashion items has expanded exponentially in Taiwan; it indicates that “luxury fashion items” is not identical to “luxury items” from certain consumer group, for example, “pink collar workers”. Even though it has been a recession, the “needs” of luxury fashion items has been increased. No matter on the level of “being re-quired” or “personal choice”; luxury fashion items has become one of the essentials in our daily life. Hence, either from the perspective of a marketing person or a researcher, it is im-portant for us to find out the factors that makes the consumers purchase luxury fashion items.
This research starts with literature survey to come up with the factors of purchasing lux-ury fashion items, followed by two rounds of questionnaires of Modified Delphi Technique to conclude the 5 main criteria that consumers followed to purchase luxury fashion items: “Conspicuous value”, “Unique value”, “Quality value”, “Hedonic value ”and “Social value”. For each main criteria there are three sub-criteria listed below. Thirty-eight questionnaires had been conducted through the consumers who had purchased luxury fashion items, DEMATEL was applied to analyze the factors of purchasing luxury fashion items and used as the conclusion.
The results shows “quality value”and “hedonic value” were the main factors of consum-ers purchase luxury fashion items. These two factors can be the marketing direction to attract more and more potential customers and to expand the luxury fashion market even more.