The Influence of the Lifestyle and Involvement on Purchase Intention in Luxury Brands
碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === Through the change of time‚ growing demand and consumption patterns‚ consumption structure of luxury goods has been transformed. It’s important for a brand to have a full knowledge and control of consumers’ needs in order to survive in the new era. Therefore‚...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/46498003754854177367 |
| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === Through the change of time‚ growing demand and consumption patterns‚ consumption structure of luxury goods has been transformed. It’s important for a brand to have a full knowledge and control of consumers’ needs in order to survive in the new era. Therefore‚ there is a need for analyzing consumer lifestyle to help brand identifying key target markets‚ defining product identity‚ bridging communication between brand and consumers‚ developing effective marketing and media strategies.
This study focused on the influence of the Taiwan consumers’ lifestyle (activities‚ interests‚ opinions) ‚ consumer involvements and product attribute on purchasing intention of consumers in luxury brands. Based on quantitative research‚ this study randomly selected consumers in Taiwan and received 320 valid questionnaires. Using lifestyles as the basis for segmentation variables and demographic variables to describe the characteristics of each group‚ participants were divided into four groups, such as“Ordinary”‚“Intellectuality”‚“Balance”and“Xenophilia”. Data were analyzed by one-way ANOVA‚ LSD Multiple Comparison Analysis Testing and Regression Analysis.
The results indicated that luxury brand can utilize lifestyle to differentiate market strategies in order to improve sales. The data showed significant differences in the degree of consumer involvement‚ product attribute and purchasing intention among four groups of lifestyles. The analysis of data also showed positive correlation between consumer involvement and purchase intention. Furthermore‚ this study concluded with implications from the results to demonstrate how marketing can greatly improved by using different lifestyle groups.
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