在研究方法的部份，主要是以Amos結構方程模型(SEM)進行資料分析，透過消費者對於不同因素是否有顯著的影響，並進行分群比較分析。樣本是以有固定收入的上班族為主要受測對象，共計有效樣本數322位。研究證實當消費者在進行選擇時，物質傾向與自我品牌連結以及品牌知覺價值、社會傾向或個人傾向會影響消費者的決策，同時驗證了之前學者的研究，依據研究結果顯示，可將自我建構分為三種類型；獨立我型、互依我型以及原始我型消費者，不同類型的消費者會受到不同的影響因素，因而產生不同的消費行為與意願。 According to these years, in Asia, more and more consumers are interested in European 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 use Theory of Planned Behavior as a reference base and separate the motivation into three parts, materialism and self-brand connection 、the perception value of luxury-brands and social influence. In this research, we discuss about how these factors affect the consumer choice and the relationship between these factors. Besides, we also investigate self-construal which could separate into two parts: independent-self、dependent-self. The results show that different types of consumers due to external or internal factors make different purchasing decision.
In the research method, we use the structure equation modeling (SEM) to research the effect of the variables and make multiple team comparison. In total, there are 322 samples in research. We choose samples are people who have salary.The results show that consumers are attracted by materialism and self-brand connection 、the perception value of luxury-brands and social influence. At the same time, we also verify the research from before scholars. According to the final reseach we could separate self-construal into three groups. Therefore, we get three kinds of consumer such as independent-self、dependent-self and original self. Different kinds of consumer would affect by multi-factors then make various decisions and have diversiform behaviors.
