| 摘要: | 近幾年來，國人消費水準持續提升，連帶國際精品市場快速的成長，在國際化的趨勢之下，許多國際品牌相繼進入亞洲地區以及臺灣市場，精品業者也隨著各地消費能力的上升而紛紛搶進。精品品牌其獨特性、設計精美、良好的品質、奢華的象徵，並且伴隨著品牌歷史文化及身份地位的象徵，使得消費者願意追逐購買。
而亞洲富裕國家的女性消費者，隨著就業比例和薪資所得大幅上揚，反映出經濟獨立與自主程度的顯著提升，因此握有更多的自由支出能力。促使企業在商品行銷時要加入更多的性別元素，當然精品市場也得順應這個潮流，對於女性人口結構及市場特性，做出相對應的銷售策略。
本研究根據Wiedmann et al. (2009)學者們所整理出的四種精品顧客價值，來探討消費者所重視的精品價值。此四種精品顧客價值分別是社會價值、個人價值、功能價值和財務價值。研究台灣不同年齡女性消費族群所重視與追求的精品顧客價值為何，以及購買決策行為過程是否有所差異。
本研究結論：
一、不同年齡之女性在精品顧客價值追求上，其社會價值、個人價值是有顯著差異的。
二、不同年齡之女性在精品購買決策行為上，其問題確認、資訊收集、購買行為和購後評估是有顯著差異的。
In recent years, many international luxury brands entered Asia and Taiwan markets and came on the international map because of consumer purchasing power growth. People prefer to buy luxury brands because these luxury brands are usually unique, exquisite, designed and with high quality. Moreover, many people think that a historical luxury brand is still symbol of luxury and status.
As far as the female consumers in the rich countries of Asia, with the increase of salary and growth of obtain employment, they became economically independent, gained more management and had decision‐making power in consumption. This situation is encouraged merchants considered female experiences in the marketing. Of course, the merchants of luxury brands have to conformed to this trend and make corresponding strategies for female.
This study tried to find out the global luxury brands consumers of different female age groups (“these consumers”) concerned which customer values, and further checked if any difference in their decision‐making processes for purchasing the global luxury brands according to the four important values proposed by Wiedmann et al. (2009) which are the social value, personal value, functional value and financial value.
The conclusions of this study show that:
First, in the customer values, there are the significant differences in the social and personal values for these consumers.
Second, in the purchasing behavior, there are the significant differences in the problem recognition, information search, purchasing behavior and after‐purchase estimating for these consumers. |
