| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 101 === This paper investigates the consumer behavior of luxury goods, then compare with the comsumption analysis of used luxury goods, to re-explore the comsumption valure of it. Through this study, we discovered that the motivation among consumers inner desire is to feel dignitary, no matter what kind of luxury goods they purchase. Most consumers prefer to buy first-hand luxury goods when they have enough money, however, some consumers will find some other ways to purchase used ones when they are lack of budgets. Most consumers declare that they will not buy any used one, especially in the case of similar prices between two kinds of luxury goods, unless they received them from their relative or friends. They will just pay a little more money to get a new one, rather than worrying about the source of used luxury goods.
This study find out that the comsumption value of luxury goods is almost equivalent to the consumer motivation. Although the purchase motivation between luxury goods or used luxury goods are the same, but consumers can not receive the same value. It means that buying used luxury goods can not feel dignitary. People who insist to buy first-hand luxury goods is because they want to enjoy the feeling of being served, thus driving the majority of consumers to purchase at the boutique store.
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