奢侈品市場不斷在變化，過去學者對於奢侈品消費行為及歷史發展，提供許多可以參考的研究文獻，但隨著社群媒體及電商平台的發展，消費者進行消費的目的、購買動機、廣告接觸管道甚至是消費的方式都經歷了大幅度的改變。

除了奢侈品的消費動機及目的之改變，近年來，東南亞等新興市場的奢侈品需求大幅增加，對於奢侈品的相關研究的熱度相當高。於2020 年疫情爆發後，奢侈品牌紛紛提出數位化之相關策略，以數位化或網路平台為條件的相關研究也
不斷增加。雖然奢侈品牌開始發展於數位平台的市場策略，但隨著各國開始解封，奢侈品品牌商該如何制定後疫情時代之行銷策略，本研究透過探索奢侈品過去文獻，試圖觀察能增強奢侈品消費之行銷策略。

透過探索奢侈品過往的相關文獻，釐清了奢侈品牌過往的研究，同時可以看到隨著科技、消費目的以及大環境威脅改變，奢侈品牌研究過程中的階段。本研究於Web of Science 中搜尋與奢侈品牌消費相關之研究文獻，資料庫搜尋結果共1,244 篇相關之研究，並且透過 MPA 分析方法找出奢侈品牌發展過程中，引用度較高的文章，並使用關鍵主路徑分析法與多重全局主路徑分析法進行分析。

本研究將分析結果與社會實踐理論結合，將過去奢侈品研究之發展路徑分為(1)意義(2)能力(3)材料三個階段，試圖暸解過去奢侈品研究的發展歷程以及未來的研究重點。

The luxury market is constantly changing, and scholars in the past have provided
many references to the research literature on luxury consumption behavior and historical development. However, with the development of social media and e-commerce
platforms, channels for luxury consumption have become more diverse.

In addition to changes in consumer motives and goals for luxury goods, the demand
for luxury goods has significantly increased in emerging markets such as Southeast Asia
in recent years, resulting in a high level of interest in luxury goods research. After the outbreak of the COVID-19 pandemic in 2020, luxury brands have proposed various
digitalization strategies, and related research on digitalization or online platforms has continued to increase. Although luxury brands have begun to develop marketing
strategies in the digital platform market as countries start to lift their restrictions, this study explores past literature on luxury goods to try to identify marketing strategies that can enhance luxury goods consumption in the post-pandemic era.

Through exploring past relevant literature on luxury goods, this study clarifies the
stages of research on luxury brands in the face of technological changes, consumer
motives, and environmental threats. The study searched for research literature on luxury brand consumption on the Web of Science database, resulting in 1,244 relevant studies.
The MPA analysis method was used to identify highly cited articles in the development
process of luxury brands, and the Key-Route Main Path Analysis and Multiple Global
Main Path Analysis methods were used for analysis.

This study combines the results of the analysis with social practice theory. It
divides the path of past luxury goods research into (1) meaning (2) competencies and
(3) material stage, trying to understand luxury goods research history and future research priorities.

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