| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 102 === Primary customers for traditional luxuries are at the top of the pyramid. However, the target audience is shifting from top to middle class due to emerging luxuries. Emerging luxuries, which meet middle-class consumers’ desire of improving quality of life and pursing self-achievement, are high-quality with excellent taste but generally cheaper than traditional luxuries.
The study analyzes emerging luxuries buying behavior from younger generation through statistic software of Liner Structure Relation Model (LISREL). Analyzed variables include materialism, vanity, conspicuous consumption, frugality, religious, value consciousness, reputation difference of emerging luxuries and traditional luxuries and price difference of emerging luxuries and traditional luxuries. The study adopts empirical research to explore the influence between conspicuous consumption and value consciousness; the relationship between conspicuous consumption and reputation difference of emerging luxury and traditional luxuries; the relationship between value consciousness and price difference between emerging luxuries and traditional luxuries; and the reputation and price difference of emerging luxuries and traditional luxuries on emerging luxuries buying intentions.
The results show a positive relation between consumers who are materialism and the attitude toward flaunting traditional luxury products; consumers who have characteristics in showing off consider a huge difference between traditional luxury products and emerging ones; positive relation between Consumers who have a preference in thrift and pecuniary values; huge difference between traditional luxuries and emerging ones affects the willingness to purchase.
According to the empirical results, the study proposes several practical advices and strategic directions to facilitate manufacturers to increase consumers'' willingness to buy an emerging luxury.
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