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1
Huang, Ouya. "Chinese Gen Z's Knowledge of, Attitude toward, and Behavioral Intentions towards Personal Luxury Fashion Goods available via Drop Marketing Strategies." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1619113044016614.
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Lee, Jee Hye Hwang Johye. "Luxury marketing the impact of motivations as psychological forces on attitudes toward luxury restaurants /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6075.
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Thesis (M.S.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description,or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 19, 2009) Includes bibliographical references.
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Cerqueira, Cristina Cristino. "The determinantes of attitudes towards luxury : moderated by saving and luxury." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30009.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.The luxury segment is one of the fastest growing and most profitable segments, yet it is largely understudied. In order to maximize their potential, luxury brands must have a clear understanding of the attitudes and perceptions their potential clients have, especially how their marketing tactics affect the attitudes and purchase intention of the their potential buyers. The main objective of this thesis is to investigate the effects advertising copy has on attitudes and purchase intention in the luxury market. Previous studies have shown that brands have priming effects on consumers, whereas, slogans have a reverse priming effect. A luxury brand will induce a consumer to spend more, whereas, a non-luxury brand will not induce spending. Slogans exert a reverse effect, a slogan aimed at luxury induces thriftiness, whereas, a slogan that implies saving will induce the consumer to spend more. Thus, this study aims to show whether a savings or luxury message, in the form of a message and not a slogan, affects the shopping habits of individuals in the luxury sector. This would be particularly interesting for the luxury sector, since messages found in advertisements can more easily be changed in comparison to slogans. In addition, the messages can be altered and tailored for specific audiences, whereas a slogan tends to be the same for all audiences. The group investigated for this study was selected via social networking sites and the author’s network of family and friends. Due to the author’s Canadian heritage and current living conditions, the participants were from Portugal and Canada. A sample T test revealed no significant differences between Canadian and Portuguese participants. An empirical analysis with a quantitative and descriptive methodology was used. The questionnaire was distributed to 133 participants. Since luxury can be a subjective term, participants were asked to think of a luxury product and associate the statements/questions in the questionnaire to their chosen product. In conclusion, the results of this study were mixed. It was found that the savings message had no effect on purchase intention or on the overall luxury perception of consumers. However, the luxury message had a positive impact on purchase intention and the overall luxury perception. In accordance with the literature review the luxury message should have had a negative effect on purchase intention. Furthermore, this study found that unique experience, symbolic value, luxury message, and other directed symbolic value all have a positive influence on purchase intention. Moreover, it was found that luxury message, vanity-physical and social influence, have a positive effect on overall luxury perception. In other words, a luxury brand that wants to increase sales should focus on unique experiences offered by the brand; symbolic value and other directed symbolic value as well as a luxury message to consumers. If a brand wishes to increase their overall perception among consumers they should focus on physical vanity, social influence and a luxury message.
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Glamheden, Anna Helena. "Country-of-origin effects and consumer attitudes towards luxury brands -evidence from switzerland and singapore /." [St. Gallen] : [s.n.], 2006. http://www.gbv.de/dms/zbw/520527690.pdf.
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Natour, Jamal, and Rewa Leila Anabtawi. "To download a movie or to buy fake branded clothes? : a study of consumers’ attitudes towards counterfeited and pirated products." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9797.
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Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products
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Ganbat, Azjargal, and 甘雅欣. "Mongolian Women Consumers Behavior's Attitude toward Luxury Fashion Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/94301696756000142170.
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碩士國立聯合大學
管理碩士學位學程
101
Today, the twenty first century, luxury consumption has become so popular despite the fact that there are a relatively small number of companies selling luxury products. Everyone aspire for luxury, particularly in fashion. This is driven by the development of industries, economy, new trades, increase in spending, and even communication. This study would like to understand purchasing intentions of Mongolian women consumers on luxury fashion brands using the personal values, social recognition and perceived value. This research has three hypotheses. First, Personal values has a positive effect on perceived value. Second, Social recognition has a positive effect on perceived value. Third, Perceived value is a mediator for personal values and social recognition. A sample of 423 Mongolian women users was also surveyed by online. There were valid questionnaires of 343 copies. The response was collected and analyzed using Statistical Package for Social Science in short SPSS. The result of regression analysis shows that “Personal values” and “Social recognition” have significantly a positive effect on perceived value. The “Perceived value” can be mediator for both of personal value and social recognition.
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Huang, Sheng-Chi, and 黃聖棋. "The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/60677007785256398195.
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碩士國立政治大學
企業管理研究所
95
The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated. Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements. The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand. Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury. To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products.
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WONG, LE-RONG, and 翁樂融. "Research on Consumer Attitude toward the Extension of Luxury Brands." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/s6wuyw.
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碩士國立中山大學
企業管理學系研究所
106
Nowadays brand extension is a popular strategy of luxury brand managers to leverage the value of well-established brands. This strategy may increase sales but also risks diluting the parent brand. The purpose of this research is to discuss and identify how extending a luxury brand affect consumers’ brand attitude. The study examines the role of the brand image and brand extension fit in the impact of luxury brand extension on consumers’ brand attitude; meanwhile the moderating effects of consumer characteristics are also examined. A quantitative research approach is adopted analyzing sample data of 125 Taiwanese consumers. Results suggest that both brand image and brand extension fit significantly affect consumers’ attitude toward brand extension, which then strongly affect consumers’ attitude toward the parent brand. Further, consumer involvement and materialism are found to moderate the influence of brand image on brand extension attitude. Results show that when consumers are high- materialistic or are highly involved in extension product category, brand image have greater influence on brand extension attitude. This paper also provides guidelines to formulate successful brand extension strategies for luxury marketers.
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Chen, Yi-Chimg, and 陳怡靜. "Customer value, Fashion consumption and Attitude toward luxury with Consumer Behavior on Buying Luxury Products Aircraft Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/72h86f.
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碩士銘傳大學
管理研究所
96
In today''s luxury consumer psychology plays an important role. In recent years, the boutique industry continued to grow, driven civilians of this growth, which is "luxury civilians," driven by the huge demand for luxury goods, luxury consumers are no longer limited to high-income and high status of elite groups, Will include more consumer upgrade (Trading Up), the middle class and young populations. This emerging consumer forces in the world gradually taking shape. This study by the convenience sample collected a total of 347 of the study and use of linear structure models for data analysis and hypothesis testing. The study concluded that consumption value of its effectiveness in the value of the luxury consumer has a positive attitude; popular consumption in the social values of their old luxury consumer has a positive attitude towards relations. This study found that for older luxury consumers, enterprises need to see whether they have the ability to create value commensurate with ability and sponsors. And the new luxury consumers, enterprises need to view their own whether to build this class with the corresponding receipts structure, able to provide low-cost, high sense of value. Form through the low price, by adding additional value, not just the pursuit of cheaper. Although low commodity prices, or to add some additional value in order to meet the needs of low-class. And the existing fixed commodity, a more practical and functional, we can create with the lower and middle class life style required of goods.
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Barata, Filipa Rodrigues Soares. "The role of massclusivity campaigns in consumer response and perceptions: the attitude toward luxury brands." Master's thesis, 2020. http://hdl.handle.net/10071/20858.
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The present dissertation purposes to understand the impact of the elaboration of Massclusivity
campaigns, as a collaboration between a fast fashion brand and a luxury brand, on Brand Love
and Brand Dilution of the Luxury Fashion Brand. To better understand the proposed topic, this
research involves the analysis of the meaning and perception of the luxury concept with a focus
on the fashion luxury market. This study focuses on the analyses of the traditional luxury brands
adaptation to the digital era and how the mass customers perceptions of the luxury brands
changed their dynamics to adapt into this globalized reality and how this adaptation altered the
universal vision of what a luxury brand is.
To better understand these topics, a survey questionnaire was conducted based on a proposed
conceptual model. This model proposed that consumer response and perceptions towards a
Massclusivity collaboration campaign will influence their attitude towards the ad and the brand.
Consequently, to that understanding, customers will either create brand love or brand dilution
for the luxury brand associated with the campaign.
Results revealed that Massclusivity collaboration campaigns would create a significant positive
impact on consumer perceptions and cognitive response consequently a positive relationship
with the attitude towards the brand. Moreover, the attitude towards the brand showed a
meaningful relationship with the construct brand love. The overall findings revealed that
Massclusivity collaboration campaigns will have none to minimum impact on the Brand
Dilution, on the other hand, the luxury brand will have a positive impact on customers Brand
Love.Esta dissertação visa compreender o impacto do desenvolvimento de campanhas de luxo para massas no Brand Love e Brand Dilution da marca de luxo. Para melhor apreensão do tema proposto, este estudo envolve a análise do significado e perceção do conceito de luxo focandose na moda de luxo. Esta análise foca-se na avaliação da adaptação das marcas de luxo tradicionais à era digital e como as perceções dos clientes de marcas de massas alteraram a dinâmica de forma a que se pudessem ajustar à nova realidade globalizada alterando a visão universal do que é uma marca de luxo. De forma a compreender estes tópicos, foi realizado um questionário de inquérito com base num modelo conceptual proposto. Este modelo propôs que a resposta do consumidor e as perceções perante campanha de colaboração entre uma marca de luxo e uma marca de massas influenciarão a sua atitude em relação ao anúncio e à marca. Consequentemente, para esse entendimento, os clientes irão criar para a marca de luxo associada à campanha ou amor ou diluição da marca. Os resultados revelaram que as campanhas de massclusividade criariam um impacto significativo na perceção dos consumidores e na resposta cognitiva, consequentemente, uma relação positiva com a atitude em relação à marca. Adicionalmente, a atitude em relação à marca mostrou uma relação significativa com Brand Love. As conclusões globais revelaram que as campanhas de Massclusivity não terão qualquer impacto mínimo na Diluição da Marca, contudo, Brand Love terá um impacto positivo nos clientes da marca de luxo.
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Tsai, Chi-Jung, and 蔡奇融. "The Determinants of Beijing Consumers’ Attitude and Purchase Intention toward Foreign Luxury Product: A Structural Equation Modeling Approach." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/03320729012678309625.
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碩士元智大學
國際企業學系
96
Since middle 1990s, China has been known for its rapid economic development. In current Chinese society, the newly prosperity allowed consumers to purchase much more than what they want (McEwen, Fang, Zhang, and Burkholder, 2006). Hence, as China’s economy is growing up dramatically and the members of middle class are continual increasing, the inevitability of luxury consumer goods is increasingly realized. It is necessary to completely understand how Chinese urban consumers evaluate foreign luxury brands and their willingness to buy foreign luxury products. Previous research has briefly concluded Asian consumer’s attitude toward luxury goods. For many Asians, luxury brands were seen as the dominant determinant of social status and prestige (Phau and Prendergast, 2000). Asian consumers tended to purchasing luxury goods in order to emphasize their social status and wealth; in addition, they also placed great emphasis upon gaining the identification from in-group (Wong and Ahuvia, 1998). This study conducted an overall structural equation model. This model confirmed that not only conspicuous consumption and status consumption would influence Chinese consumers’ attitude and purchase intention toward foreign luxury products, but also resonated the Vigeron and Johnson’s (1999) prestige seeking consumer behaviors. Moreover, consumers’ fashion involvement and the country of origin effect are also discussed. There are totally 629 valid respondents were recruited in Beijing through snowballing and convenient sampling. The major conclusions are listed as the followings: 1. Materialism has a significant and positive impact on both conspicuous consumption and status consumption. Fashion involvement only has a positive and significant impact on conspicuous consumption. 2. Consumer need for uniqueness has a significant impact on both conspicuous consumption and status consumption. However, the influence is negative on conspicuous consumption but positive on status consumption. 3. Attention to social comparison information has a significant and negative impact on both conspicuous consumption and status consumption. 4. Conspicuous consumption positively and significantly influences consumers’ attitude and purchase intention toward foreign luxury product; status consumption has a positive and significant impact on foreign luxury brand attitude. However, there are no significant relationship between status consumption and willingness to buy foreign luxury product. 5. Consumers’ animosity toward a specific country is found to have a negative and significant effect on foreign luxury brand attitude and willingness to buy foreign luxury product. 6. In this study, country of origin effect is found to partially moderate consumers’ attitude and purchase intention toward foreign luxury product when judging French, Japanese and American luxuries.
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Liu, Chia-Wen, and 劉佳雯. "Market Segments Based on Consumers'' Attitudes Toward Luxury." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39j4hq.
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碩士國立中山大學
企業管理學系研究所
95
In the past times, luxury had been a way for the noble to show their wealth and social status off, which belongs to behaviors of the minority. However, with the times and the cultures changing, people’s viewpoints toward luxury have altered. Trading up has been a prevailing phenomenon while new luxury also has come out gradually. As long as consumers regard the products as worth through the affective facet, they will be willing to make purchases with higher prices. Though luxury has nothing with the social status anymore, the value presented by luxury has overpassed what the currency can provide. This study tried to explore consumers’ attitudes toward luxury through cognitive component, affective component, and behavioral component, further, to do the segmentation of consumers based on their attitudes toward luxury. In addition, this study explored whether diverse demographic segmentation will lead to varied attitudes toward luxury, and even analyzed the relation between attitudes toward luxury and buying behaviors. This study took convenience sampling. The questionnaires comprised the paper ones and the online ones, distributed on March 11th, 2007 and completed on April 6th, 2007, while there were 518 questionnaires of validity. The study result found that the attitudes toward luxury can be divided into three categories. One was the self-presenting, another was the pro-luxury, and the other was the anti-luxury. This study found that those who have positive attitudes toward luxury will purchase luxurious products more often. Besides, age and education would have a remarkable effect on attitudes toward luxury; by contrast, gender, occupation, income, and residence failed to. Finally, this study recommended that the corporations should choose marketing strategies according to consumers’ attitudes toward luxury. As for those who had negative attitudes toward luxury, the companies should avoid using “luxury” to be the main point for the advertisements. The corporations had to reinforce the intrinsic value within luxurious products and the added value, and further took care of the traditional elite luxury market and the mass luxury market.
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Ying-FeiHuang and 黃盈斐. "Consumer's Motivation,Attitude and Behavior in Taiwan Luxury Market." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/31680399960464838139.
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碩士國立成功大學
高階管理碩士在職專班(EMBA)
102
SUMMARY The luxury market has grown rapidly throughout the past 20 years.In 2012 the global sales 212 billion .The highest growth rate for the luxury market reached 25% in 1989, and even though the rate slowed down due to economic factors,such as the global financial crisis 2007-2008,it still continues to grow at the rate of 10% each year. The change in social structure, growth of wealth, as well as the active and open consumption attitude of young consumers were the factors stimulating the prosperity of global luxury market.Past research showed that consumers’ cognition and feeling towards luxury items have been recognized as bing influenced by psychological characteristics and cultural background; Furthermore,through the products and services provided by personal luxury consumers did report receiving unique and absolute quality guarantees. The subjects of this research were working individuals who have experiences of active consuming luxury products.The research findings are:(1) Quality, Social comparison and self actualization are the strong influencing factors for the Taiwanese consumers of this study in purchasing luxury goods, impusive consumption scores lowest among the subjects of this study (2) The majority of the subject agreeds that purchasing luxury is to show off their own wealth. (3)The cosumption attitude of the studied subjects can be classified into two type:“Against type ” representing 54.1% of the subjects,who cored low in affective items as well as in the behavioral items;Whereas the second dominant type was recognized as “Prefering Type”, representing 45.2% of the subjects and overall having higher income. (4) Comparing with Chinese consumers there was difference in motivation, existing study found that Chinese consumer was motivated more due to “self-Actualization, Taiwanese consumer places higher emphasis on quality” being the motive of consumption, social comparison motive ranked second in both of the two countries.Buying as result of emotion ranked the lowest motive among Taiwanese and Chinese.When comparing the attitude item scores among Chinese and Taiwanese;Chinese subjects in a different study has reported most agree with the “quality” being associated with luxury goods;whereas Taiwanese subjects in this study most agreed with the “expensiveness” being associated with luxury goods.
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Dalai, Davaakhuu, and 達娃珂. "MONGOLIAN CONSUMER BEHAVIOR’ S ATTITUDES TOWARD PURCHASING LUXURY CAR." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/76963799690503924483.
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碩士國立聯合大學
經營管理學系碩士班
103
According to things are developed since from when the world being, they need more things and more latest for their comfortable Therefore, in every time everything has been changed and more comfortable. The luxury consumption has become so popular and so normal things in our world. Our research’s motivation is 1. In every time human consumptions are rapidly changed than hence many manufactures are establishing in world’s somewhere. 2. Increasing global competition. 3. The luxury vehicles is moved to mass market vehicles. 4. Today, in 2015 luxury vehicles has a more powerful engines, particularly safety and electronic gadgetry has migrated towards lower priced vehicles. 5. Mongolian economy is rapidly growing up last few years (2009-2014). 6. Increasing the lover’s number of luxury car in 21 century. 7. Increasing a car number by year to year in Mongolia. This study would like to understand purchasing intentions of Mongolian consumers on luxury car using the personal values, social recognition and perceived value. This research has three hypotheses. First, Personal values has a positive effect on perceived value. Second, Social recognition has a positive effect on perceived value. Third, Perceived value is a mediator for personal values and social recognition. A sample of 200 Mongolian people which is users was also surveyed by online and directly focus group. There were valid questionnaires of 200 copies. From online 150 copies are respond and also 50 copies are collected from members of “Mongolian automobile distributors association”. Our response was collected and analyzed using Statistical Package for Social Science in short SPSS. The result of regression analysis shows that “Personal values” and “Social recognition” have significantly a positive effect on perceived value. However the “Perceived value” can be mediator between personal value and purchase intention, but it is not mediator between social recognition and purchase intention.
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Pare, Tiara Moustapha, and 包莫達. "Consumer’s Attitude Towards Purchasing Intention: Case Study of Taiwan Luxury Fashion Market." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/03412910926792046428.
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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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Chen, Ying-Ju, and 陳盈如. "The Impact of Consumers'' Attitudes Toward Luxury on Perceived Value and Behavioral Intention–The Case of Wang Group." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/01715308062954989471.
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碩士國立中興大學
行銷學系所
98
A financial tsunami started in America in 2008 and reached every corner of the world, causing the most serious impact to the global economy in the past 80 years, including Taiwan. However, the Wang Group featuring high-to-medium prices grew against the trend. Although the economic recession affects consumers’ willingness and way to spend, as luxury has prevailed in recent years, consumers who have experienced how good luxury is still would like to indulge themselves once in a while. While sensitive to prices, consumers’ demand for taste and quality cannot be compromised. Relying on price alone can no longer attract consumers. What is more important is the sense of value. As such, how to seek out the value that is most hungered for by consumers has become an important issue. This study focuses on consumer behavior for experiential luxuries by discussing relations between consumers’ attitudes toward luxury, perceived value, and behavioral intention, with the boom as the interference factor, in order to undertake an empirical study. With Wang Steak and Taoban House under the Wang Group as the subjects for study, a convenience sampling approach was adopted outside Wang Steak and Taoban House in Taichung, aiming at customers who had just enjoyed their dinner. The survey was conducted with a questionnaire from June 20 to August 10, 2009, and had an effective sample size of 405. To verify the assumption, a variety of methods were employed, including Reliability and Validity Analysis, Cluster Analysis, Discriminant Analysis, Pearson Chi-square Test, Independent-Sample T-Test, One-way ANOVA, and Regression Analysis. The empirical results are as follows:(1)Consumers'' attitudes toward luxury can be divided into"High-Luxury","Mass-Luxury"and"Anti-Luxury".(2)As product and service content moved toward the top of the pyramid, difference of various luxury attitude clusters in perceived value became more significant. By contrast, when product and service content and price approached affordable luxury, difference of various luxury attitude clusters in perceived value became less obvious.(3)As product and service content and price moved toward the top of the pyramid, difference of various luxury attitude clusters in behavioral intention became more noticeable. On the other hand, as product and service content and price approached affordable luxury, difference of various luxury attitude clusters in behavioral intention became smaller.(4)Difference of various luxury attitude clusters in influence of the economy was significant,and "Anti-Luxury" came in first, and last came "Mass-Luxury".(5)Perceived value had a positive effect on behavioral intention.(6)The economy had an interference effect on the positive relation between perceived value and behavioral value. According to the above results, some suggestions are offered below. As far as luxury consumption is concerned, attitude toward luxury as a market segmentation variable can more grasp consumers’ buying behavior. Marketing strategies can be drafted against consumers of different luxury attitudes to offer values that meet their demands. This may help to expand market share. In the case of "High-Luxury", products and services that feature high quality and uniqueness, emotional pleasure, and parading value are preferred. In the case of "Mass-Luxury", the focus should be on experience of value and satisfying their demand emotionally. In the case of "Anti-Luxury", instead of emphasizing luxury in products and services, one should stress on quality and utility in products and services. In times of economic recession, consumers have become smarter. They save where spending is not necessary and spend on which they believe is important and more valuable. Therefore, rather than resort to an ever-lower discounting tactic to reduce the sense of value of product and service in consumers, vendors should endeavor to offer the value that is hungered for by consumers.
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Chen, Chin-Sheng, and 陳志昇. "An Investigation of the Attitude toward Y-Generation’s Behavior in Purchasing Luxury Goods." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/00939218908709274223.
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碩士僑光技術學院
管理研究所
93
Abstract Bei, Lien-Ti has been researching consumer’s behavior for years. She analyzed that currently Taiwan’s consumption behavior is changed. The last generation is considering others while this young generation is considering themselves, the moment, and instant when they were shopping. In the face of Y generation which is growing gradually and becoming the main stream of economic activity, most domestic researches focus on their deviation behavior instead of their purchasing behavior or motivation from a consumer’s point of view. Nevertheless, Luxury-good industry has sensed the forming of this market. They not only firm the existed consumers but also start moving into this Y generation market such as promoting basic commodity for Y generation to choose. There was a hit slogan for Y generation which is ‘’whatever I like it, there is nothing impossible.’’ And this concept will affect them till they are growing up. Therefore, this research emphasis on the Y generation with own style and discuss their attitude on purchasing. This research divides Y generation into 6 kinds of consumption types and provides some concept marketing suggestions for the first-line sales. There was significant difference in satisfaction in the attitude and emotion perspective, but no significant difference in satisfaction in the sexual and geographic perspective. We expect this research would be helpful not only on practical but also academic. KEY WORDS: Y-Generation, Customer Classification, Luxury-good Industry, Customer Attitude.
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Hsin, Tsai Wei, and 蔡維欣. "A Study of the Consumption Characteristics and Luxury Brand Attitude toward Tweens Generation." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/62761784073228576227.
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碩士輔仁大學
織品服裝學系
94
The former research announced that the brand preference built in childhood will last to adulthood. The worldwide research also point out that the tweens generation has great influence in home consumption. So, it is worth to make a study of this issue. The objects of the study were junior high school and high school students located in both Taipei city and county. It combined qualitative and quantitative approaches to understand the consumer attributes and luxury brand attitude of tweens. And then discuss the relationship of individual background variables, consumer attributes and luxury brand attitude. Major findings are as follows:1. Brand knowledge of Tweens generation comes from T.V.(78.76%)、friends(76.91%)、internet(68.25%)、magazines(64.54%)；77.11% of tweens will follow their own will to make purchase decision. Besides, over 60% if family purchase will be influenced by tweens.2. The tweens generation is quite familiar with the concept of “Brand”, and they can easily accept foreign brand names. Most of their favorite brands are sportswear, and their preference product categories are sportswear, casual wear, luxuries, and 3C product.3. According to the survey, consumption attributes of tweens can be classified to four groups “conformity”, “impulsive buying”,” self-expression”, and ” conspicuous consumption”. The strength of these attributes from high to low are ” self-expression”, “impulsive buying”, “conformity”, and ” conspicuous consumption”. Females show the stronger characteristic of ” self-expression” than males.4. The tweens’s brand attitude of luxury brand shows significant difference in gender and age. Females are obviously higher than males. High school students are obviously higher than junior high school students. According to outcome of research, brand attitude are much more related to consumption attributes than the Consumers’ demographics. Tweens who shows stronger intention of “conformity”, “impulsive buying”, and “conspicuous consumption” characteristics, their scores of brand attitude are much higher.5. It is necessary for luxury brands to have their own brand spirit and image, to obtain the identification of tweens. If you can provide the products they really need, the price will not influence their buying decision.
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Wang, Xuheng. "The Influence of Personal Factors, Interpersonal Factors, and Conspicuous Consumption on Consumers’ Purchase Intentions on Luxury Brand." Master's thesis, 2019. http://hdl.handle.net/10316/89968.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de EconomiaPurpose: The main purpose of this study is to explore the factors that influence consumers' brand loyalty and purchase intentions for luxury goods, for example, in Chinese consumers. The results provide evidence of how consumers' conspicuous consumption and attitudes toward luxury affect consumers' propensity to buy.Design/methodology/methodology: The authors selected four independent variables based on previous research literature to examine the impact of personal and non-personal factors on consumer attitudes toward luxury goods and brand preferences. And establish relevant research models. In this study, 295 respondents were tested by online questionnaire survey, and the collected data were tested by using spss statistical software.RESULTS: The results indicate that factors that have a significant impact on consumer luxury buying tendencies include: conspicuous consumption, attitudes toward luxury goods, brand preferences, and brand loyalty. At the same time, it is also determined that conspicuous consumption behavior will have an impact on consumers' attitude towards luxury goods. In turn, it affects consumers' brand preference and brand loyalty to luxury goods.Practical significance: clarify the factors affecting the purchasing tendency of luxury goods for Chinese consumers and help the luxury brand managers to set up the most suitable marketing strategy for Chinese consumers and reposition the brand to absorb more Many consumers.Creativity/Value: Conspicuous consumption has a lot to do with the luxury of Chinese consumers, and the relationship between purchase intention and brand loyalty can be used as the focus of follow-up research.
Objetivo: O objetivo principal deste estudo é explorar os fatores que influenciam a fidelidade à marca dos consumidores e as intenções de compra de bens de luxo, por exemplo, nos consumidores chineses. Os resultados fornecem evidências de como o consumo conspícuo dos consumidores e as atitudes em relação ao luxo afetam a propensão dos consumidores a comprar.Design / metodologia / metodologia: Os autores selecionaram quatro variáveis independentes com base na literatura de pesquisa anterior para examinar o impacto de fatores pessoais e não pessoais nas atitudes dos consumidores em relação a bens de luxo e preferências de marca. E estabelecer modelos de pesquisa relevantes. Neste estudo, 295 entrevistados foram testados por questionário on-line, e os dados coletados foram testados usando o software estatístico spss.RESULTADOS: Os resultados indicam que os fatores que têm um impacto significativo nas tendências de compra de luxo do consumidor incluem: consumo conspícuo, atitudes em relação aos bens de luxo, preferências de marca e fidelidade à marca. Ao mesmo tempo, também é determinado que o comportamento de consumo conspícuo terá um impacto na atitude dos consumidores em relação aos bens de luxo. Por sua vez, isso afeta a preferência de marca dos consumidores e a fidelidade à marca de produtos de luxo.Significado prático: esclarecer os fatores que afetam a tendência de compra de bens de luxo para os consumidores chineses e ajudar os gerentes de marca de luxo para definir a estratégia de marketing mais adequada para os consumidores chineses e reposicionar a marca para absorver mais consumidores.Criatividade / Valor: O consumo conspícuo tem muito a ver com o luxo dos consumidores chineses, e a relação entre intenção de compra e fidelidade à marca pode ser usada como foco de pesquisa de acompanhamento.
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Lung, Yu Ping, and 游炳龍. "A Study of Cognition, Trust and attitude Toward the Standard Mard of Agricultural Products on the Consumer's Behavior." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/53116577922721517050.
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碩士國立屏東科技大學
農企業管理系所
95
Due to the progress of living standard over past years, compatriots have attached importance to safe and healthy agricultural products. In this case, residual pesticide becomes the biggest concern of consumers’. Therefore, to build up the safety brand’s certification system of agricultural products can raise consumers’ purchase desire and confidence. Standard marks and brands are the greatest assets for enterprises. Hence, market segmentation and product positioning are used as strategies to strengthen consumer cognition of product attributes, to boom brand awareness, to provide a built-up brand image straightaway, and to increase consumer’s preference for a brand. The research is processing by collecting convenience samples. It amounts to six hundred and twenty effective samples. Through the Descriptive Statistics, Chi-square Test, Factor Analysis, Analysis of Variance (ANOVA), Scheffe’s. Multiple Comparison and Correlation Analysis, the collected data is analyzed by SPSS for Windows 10.0 statistical software. Since the consumers’ purchase behavior is much correlative to whose cognition, trust and attitude toward the standard mark of agricultural products, result of the study shows that a consumer’s age, occupation, education background, marital status, family income, residency, expenses on agricultural products with and without standard mark determine how different cognition, trust, attitude, and purchase behavior one has. Consumers, therefore, will be more confident and willing to purchase the agricultural products with standard mark. Standard mark of agricultural products has been a great matter to today’s consumers. In order to improve industrial competitiveness, convenience that internet provides can be integrated with other marketing strategies into an advancement of market size, standard mark’s visibility, and value-added.
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Dias, Joana Do Carmo De Almeida. "Exploring the attitudes and behaviors of the Portuguese towards intellectual property rights infrigement and copies." Master's thesis, 2021. http://hdl.handle.net/10362/123475.
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Exploring the Attitudes and the Perception of the Portuguese toward Property Right Infringement and Copies This study develops work on the Portuguese purchasing habits regarding Intellectual Property Infringement products and copies. Ahybrid research approach was used: both qualitative and quantitative insights were gathered. The main conclusions reached were that while counterfeits and pirated items are treated equally, they are different from copies in the consumer’s mind. This barrier lies in the legality of the matter. Being a seller of these articles is deemed more incorrect than being its purchaser. Two behaviors stand out: people who do not feel ashamed by practicing unlawful practices and showing, and decreased propensity to purchase if the intention is gifting others.