隨著女性消費者所得水準增加，對奢侈品的需求向上攀升，相較於一般品，即使奢侈品並未提供更多功能性，女性消費者趨之若鶩的態度使奢侈品廠商追逐著此新市場，帶來另一新商機。而女性消費者對於持有奢侈品的意義也已不同於以往僅有炫富或強調身份地位。女性消費者則期望因寵愛自己或追求流行，藉由擁有奢侈品得以展現自我。 本研究藉由對女性消費者購買奢侈品動機及消費行為探討，根據研究假說檢定之需要，運用統計方法進行資料分析，欲了解不同的購買動機對不同購買行為的影響，以及不同女性消費者特質對於不同購買動機及購買行為的影響。進一步瞭解不同女性消費者的特質所呈現的結果，以提供業者日後於行銷方式或產品推廣的參考。 本研究針對已有消費奢侈品經驗的女性消費者進行分析，發現現今女性消費者的消費主張已呈現「價值精緻化」，已婚職業婦女也因收入自主性提升而成為另一潛力消費族群。針對業者提出的建議則包括產品定位與消費者更緊密的結合、使奢侈品年輕化、傳達感性消費、及重視已婚族群。 Although functional value of luxury brands may not significantly higher than those of non-luxury brands, luxury brands still attract customers in the market. In addition, the price for female luxury brands is substantially higher compared to their male counterparts. Thus, the primary purpose of this research is to investigate the motivation and behavior of purchasing luxury products for female customers. Specifically, this research evaluates the impact of motivation to purchase luxury products on purchasing behavior. In addition, this study also identifies the differences in purchasing motivation and behavior for various customer characteristics. This study considers female customers who have experience in purchasing luxury brands. A total of 120 survey responses were collected. The results suggest that motivation to purchase luxury products contributes significantly to purchasing behavior for female customers. The findings also indicate that customer characteristics are associated with purchasing motivation and behavior.
