| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 103 === This research intends to present reasons why people are willing to buy
luxury goods and to explain why the percentage of their incomes spent on these
goods differs greatly between different groups of people. Traditionally, all high
end boutiques consumers were expected to be found on top of the pyramid
consumers usually in the high income earners circle, but with new economic
development, a new concept known as "Trading up" and other factors have
changed this view. Now, the consumers of luxury goods are not only confined to
the higher income earners; many papers have pointed out that at present many of
the young consumer, even though their income is not very high, still love luxury
goods and often buy products from high end boutiques. Thus, this brings out an
important observation, while high earners spent a minimum percentage of their
incomes to buy luxury goods; their low income counterparts spent a much greater
percentage to buy luxury goods. Why they do it? Because of motivation, the need
to stand out and have a sense of better self, look better and feel better.
Also, this article is to discuss the current focus mainly from boutique
consumers in Taiwan and the consumer's motivation to buy high end products.
In addition, with the use of hierarchical linear model analysis across different
boutique consumer groups, we explore the specific motivations of their individual
purchases. Purchasing luxury goods, has always been directly connected with
the society's perception only the rich could buy luxury goods, now, this is no
longer the case. This article is written in response to current consumer trends,
so it is focused finding out why the willingness of consumers to pay more for
luxury goods even though they have to spent a much higher percentage of their
income doing so. In addition, this research explores groups of different type of
consumers of luxury goods. High income earners, young and wishing to stand out
among their peers, men and women, and different age groups.
In addition, none of the previous related studies did explore a large part
of the aesthetic quality, this research explores that quality and defines different
opinions about it. In conclusion, this research observes the opportunity for luxury
good producers to have a greater reach for their products, not only the rich but the
highly motivated and the want to be different type of customer can now buy as
much as the high income earner, thus, not, it is not only money what a customer
needs to buy these products, but also inspiration and motivation can be powerful
reasons to buy luxury products like never before.
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