針對近年來，亞洲地區消費者對於精品品牌趨之若鶩這樣的現象背後，去探討消費者的動機為何。在架構的部份，可以分為主要的三種影響因素，分別為消費者對於精品品牌的知覺價值、消費者受到社會影響的程度(可細分為社會傾向、個人傾向)以及消費者人格中自我建構(可細分為獨立我、互依我)，探討這三種變數之間的關連性與對於消費者進行品牌選擇時的影響。此外，操弄品牌知名度，分別在皮件與手錶這兩個產品類別中，各選出兩種品牌當作應變數，讓消費者進行選擇。在皮件類，高知名度品牌為Louis Vuitton，低知名度品牌為Lancel；在手錶類，高知名度品牌為Rolex，低知名度品牌為Zenith。 在研究方法的部份，主要是以羅吉特模式(Logit Model)為主，探討上述自變數對於選擇不同知名度品牌的消費者是否有顯著的影響。此外，採用皮爾森相關分析探討這三種自變數之間是否有相關。樣本是以有固定收入的上班族為主要受測對象，並且證實當消費者在進行選擇時，品牌知覺價值與社會傾向/個人傾向會影響消費者的決策，然而會受到產品類別的不同而有所差異。在本研究中，選擇高知名度品牌的消費者與選擇低知名度品牌的消費者對於獨特性知覺價值、享樂性知覺價值以及個人傾向，這三者會受到產品類別的影響有所差異。此外，也驗證了之前學者的研究，證明炫耀性、獨特性、擴延自我等知覺價值會與社會傾向有顯著相關；享樂性知覺價值會與個人傾向成顯著相關。而獨立我會與個人傾向成顯著相關；互依我會與社會傾向成顯著相關。然而，獨立我與互依我不會影響消費者對於品牌的選擇。 According to these years, in Asia, more and more consumers are interested in luxury goods, so we want to find out the motivation behind the consumers why they want to buy the luxury goods. In the construct, we can separate the motivation into three parts, the perception value of luxury-brands、social influence(could separate into two parts: social-oriented、personal-oriented) and self-construal(also could separate into two parts: independent-self、dependent-self), we discuss about how these factor affect the consumer choice and the relationship between these factors. In this research, we choose two different kind of brands and products to see if there are some different points between them, so we choose Louis Vuitton、Rolex as high brand awareness, on the other hand, we choose Lancel and Zenith to be the low brand awareness。 In the research method, we use the Logit Model to research the effect of the variables, and our samples are people who have salary. We find that consumers who choose high brand awareness are attracted by the conspicuous value、expend self value、unique value and more often they are social-oriented. On the other hand, consumers who choose low brand awareness are attracted by the hedonism and more often they are personal-oriented. The self-construal doesn’t has effect on consumer choice.
