根據分析結果，本研究提出行銷管理上的建議，未來業者可以從消費者的心理層面角度進行精品名牌消費行為的推廣，探究消費者對自己外觀及成就期望，或對生活上的滿足需求，引發出消費者對精品名牌的需求，以促使消費者將自身心理層面上的期望轉移到對精品名牌的購買行為以求得滿足。 “Luxury defines beauty；They offer more than mere objects：they provide reference of good taste. Luxury brands are animated by their internal programme, their global vision, the specific taste which they promote as well as the pursuit for their own standards. Luxury items provide extra pleasure and flatter all senses at one. Luxury is the appendage of the ruling classes.”
This research explored the effect of vanity, materialism, demographics on attitude and purchase intention toward luxury goods, and conducted the factor and scale of vanity trait and materialism with literature review and discussion. Our research investigated 15~44years old women who live in Taipei by web questionnaire, and reached 263 valid samples. We found that: 1.There is positive impact among vanity trait, purchase intention and attitudes towards luxury goods. 2.There is positive impact among materialism, purchase intention and attitudes towards luxury goods. 3.There is positive impact between purchase intention and attitudes towards luxury goods. 4.There is positive impact between revenue and purchase intention towards luxury goods. 5.Consumers’ demographics have significant effect on purchase intention towards luxury goods.
According to the results, the research proposed several marketing practical suggestions. We suggest that dealers could promote their luxury brand by for consumers’ psychological view to impact the consumer behaving. That is, we can explore consumer’s expectations of their appearance and achievement, or find out their needs of life. By our exploration, we can find out consumers’ need of luxury good, and stimulate consumers to transfer their psychological expectation to luxury goods purchase behavior and get their complacence
