| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 105 === In recent years, the luxury industry is facing the new trends of digitalization. In this digital era, the consumers are changing their lifestyle. Therefore, the luxury brands are aware of having become the straggler in the digital field, and realize simultaneously they cannot ignore this situation anymore. The digital field in this research is including e-commerce and social media. Additionally, this research uses the A-O model to differentiate the luxury goods, and Popper’s three-world theory as the basis of the value of luxury goods. To explore how the brands transplant the value of luxury goods to the digital world, and even create a unique digital value of luxury goods.
On the other hand, we explore the consumer decision journey in the consumer behavior. Theoretical research in this study, we use the multiple case studies to analysis. The purpose is to through the replication of logic between multiple cases, building the construct and abstracting the propositions for future research development. Giving suggestions to the luxury industry as a reference.
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