知觉价值、社会影响、自我认同与进口名牌包购买行为之研究

On Effect of Perceived Value,Social Factors,Self-identity on Young Consumers' Buying Behavior of Branded Bag

在文化、创意、美学意识盛行的现代社会,对年轻的消费族群而言,注重的不仅仅是产品的实用面及基本需求,"个人品味"也是重要的要求,产品的外型、美观、品牌、包装、设计感都列入购买考虑。国际精品名牌包的消费则是现代年轻人展现自我品味的表现。但青少年阶段在群体意识上表现又特别的强烈,故在精品购买决策上又会受到社会性的影响。年轻人对于进口名牌包的消费与影响其消费的因素相当复杂,值得深入的探讨。通过探讨知觉价值、社会影响、自我认同等因素对青少年购买进口名牌包之影响,发现青少年的精品消费有很强的社会性影响,不论是规范性或信息性。但青少年也不会一味地追求炫耀或展现财富而去采购高知名度的名牌包。

With the vogue of cultural, creative and aesthetic awareness, young consumers care not only for the u-tility of a product, but also for the presentation of personal taste such as appearance, style, brand and design. To the young generation, the purchase of international branded bag is just an expression of self-taste. Moreover, the social im-pacts on the younger consumers＂ behavior are great. Therefore, the factors influencing the decisions of young generation for the purchase of branded bags are complicated. The purpose of this study is to investigate the influence of perceived value, social factors and self-identity on the young people＇s consumptive behavior of luxury brands. It is found that the impact of society and culture on young people＇s behavior is conspicuous. However, they won＇t buy branded bags simply for showing off. Based upon the conclusions, this study then proposes the suggestions on marketing strategies.