政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/60162

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/60162

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政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 > Item 140.119/60162

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/60162

題名:	時尚奢華品消費價值追求探索-自我監控、個人集體主義與主觀認知消費專家性觀點 Delving into the value of fashion luxury goods
作者:	陳則成
貢獻者:	張卿卿陳則成
關鍵詞:	時尚奢華品消費價值
日期:	2009
上傳時間:	2013-09-04 16:29:06 (UTC+8)
摘要:	本研究主要是在探討時尚奢華品消費者的人格特質(自我監控程度、個人集體主義傾向)、消費者後天學習的結果(主觀認知消費專家性)與消費者對於時尚奢華品不同價值面向追求的關係，同時亦欲瞭解台灣的時尚奢華品消費者對於時尚奢華品不同面向價值的重視程度。研究結果發現，自我監控傾向愈高的消費者，對於時尚奢華品的「彰顯性價值—財富面向」、「彰顯性價值—個人形象面向」、「獨特性價值」、「社交性價值」、「情感價值」與「品質價值」的追求亦愈高；消費者主觀認知專家性愈高時，對於上述六個時尚奢華品的價值追求亦愈高；垂直式個人主義傾向愈高者，對於時尚奢華品的「彰顯性價值—財富面向」與「彰顯性價值—個人形象面向」追求亦愈高；水平式個人主義者，對於時尚奢華品的「獨特性價值」追求亦愈高。在消費者人格特質與後天學習結果的交互作用部分。當自我監控傾向愈高者，其主觀專家性亦愈高時，對於時尚奢華品的「彰顯性價值—財富面向」亦愈高；此外，不論是自我監控傾向愈高者或水平式集體主義愈高者，當其主觀專家性亦愈高時，對於時尚奢華品的「彰顯性價值—個人形象面向」、「獨特性價值」、「社交性價值」、「情感價值」與「品質價值」的追求皆亦愈高。在台灣時尚奢華品消費者對於時尚奢華品不同面向價值的不同追求強度部份，時尚奢華品的「品質價值」還是消費者最重視的價值面向，其次為「彰顯性價值—個人形象面向」、「情感價值」與「彰顯性價值—財富面向」；而台灣時尚奢華品消費者並不同意對於「獨特性價值」與「社交性價值」的追求。
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描述:	碩士國立政治大學廣告研究所 95452004 98
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0954520041
資料類型:	thesis
顯示於類別:	[廣告學系] 學位論文

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