當科技遇上奢華，會激發出什麼樣的火花？近年來蘊含創新科技與奢華感的高價科技產品蔚為風潮，惟過往學術界對此現象著墨不多，看待科技產品亦鮮少以奢侈品觀點切入。本研究主張消費者接觸科技奢侈品時將同時感知科技與奢侈兩大知覺價值，故整合文獻量表以衡量並分析其吸引消費者青睞的元素。
本研究共發出三份受測產品問卷，有效樣本323份。分析發現，科技奢侈品之知覺科技與奢侈價值對購買意願具有顯著正向影響，且科技價值的影響程度大於奢侈價值。其中知覺有用性、知覺展現自我與知覺延伸自我的解釋性最高，為消費者共同在意的知覺價值；而知覺科技創新程度、知覺視覺魅力、知覺原型性和知覺享樂性亦在部分受測產品呈顯著影響。本研究結果可供做後續研究及實務參考，藉由強化消費者青睞的知覺科技或奢侈價值，進而提升購買意願。

What comes out when technology meets luxury? The recent trend shows the widespread launch of luxury technology products. However, little research has been conducted in this area, while discussions for consumers' perceptions of technology products are rarely from luxury standpoint. This study argues that all consumer perceptions of luxury technology products contain both technology and luxury values, so the study integrated the literature scales and measure the perceived technology and luxury values and its effect upon the purchase intention.
Analyzing survey data from 323 valid samples of three luxury technology products, the results showed that the perceived technology and luxury values had significant and positive influences on purchase intention, and technology value had a significantly greater correlation with purchase intention than did luxury value. To elaborate, the perceived Usefulness, Self-Expression and Extended Self were three main favorable consumer perceptions that had major influences on purchase intention of luxury technology products. And the perceived Innovativeness of Technology, Visual Appeal, Prototypicality and Hedonism had partial support to this model. This study developed a conceptual framework that can be a valuable guide for researchers and marketers. By strengthening the consumer's favorable technology or luxury perceptions, thereby enhance their purchase intention.

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