| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 104 === Many kinds luxury fashion brand were reaching they activities around Asia those past years. Consumers choose a luxury fashion brand by using factors which will affect their purchasing intentions. The purpose of this study is to examine the impacts of the personal values, social recognition and demographics on purchase intention of Taiwanese luxury consumers.
A data was collected and a total of 200 respondents were included, after we set up a questionnaire. We conducted data analysis with SPSS 18 and, for a better analyzing we separated our liker scale with our nominal scale factors. Using reliability, correlation, anova analyses, the results indicated that materialism, conformity, need for uniqueness, vanity, need for social status, the purchasing frequency does not have significant impact on attitude with purchasing intentions of luxury fashion goods among Taiwanese consumers. In addition, the correlation test show that materialism and need for social status has significant negative relationship with purchasing intention. The nominal scale factors were analyze using the anova test and the result also show that the education level factor was significant with purchasing intention, other like monthly income, living location and purchasing frequency show an insignificant level with purchasing intention.
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