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Author: 李如卿
JU-CHING LEE
Thesis Title: 消費者奢侈品購買行為之探討 — 以鑽石連鎖專賣店為例
A Study on Consumer's Purchasing Behavior of Luxury Goods— Diamond Chain Stores as an Example
Advisor: 林孟彥
Meng-Yen Lin
Committee: 劉代洋
Liu, Day-Yang
蔡瑤昇
Ysai, Yau-Sheng
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2005
Graduation Academic Year: 93
Language: 中文
Pages: 69
Keywords (in Chinese): 消費者行為鑽石飾品
Keywords (in other languages): Consumer Behavior, Diamond Ornament
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  • 近十年來,台灣經濟環境優渥,國民所得水準向上攀升,社會富裕程度讓台灣成為全球奢侈品廠商追逐的新市場,其中鑽石飾品更是消費者的最愛。隨著消費新觀念的改變與延伸,使得消費者對黃金喜愛逐漸轉向珠寶飾品,擁有保值與紀念的意義也被炫耀財富與展現自我的觀點所取代。根據戴比爾斯集團調查結果顯示,過去五年台灣的鑽石零售市場營業規模約為新台幣180~200億元,而整個大中華地區(包括大陸、香港及臺灣)的鑽石零售額達到美金30.8億美元,占全球總銷售額的一成,其上升幅度位居全球之首。本研究期望藉由對鑽石飾品消費者購買行為過程作深入探討,得以進一步瞭解不同消費族群的區隔與差異性,其研究結果能提供業者日後於行銷策略制定及市場推廣上的參考依據。
    本研究採用1968年E-K-B消費者行為模式之購買決策過程為主軸,交叉分析不同人口統計變數下之消費者行為特徵,針對購買動機、資訊來源、評估準則、消費實態、購後態度及口碑等因素,進行鑽石飾品消費者購買行為之研究。研究範圍限於品牌鑽石飾品連鎖專賣店,研究對象為鑽石飾品連鎖專賣店所銷售服務之到店顧客為主。根據研究假說檢定之需要,運用基本的敘述統計、交叉列聯表及皮爾森卡方檢定等方法,進行資料分析驗證及圖表製作。
    研究結果發現,26-35歲的女性是鑽石飾品的主要消費族群,喜愛配戴的商品款式為戒指與項鍊,通常月收入少於8萬元,願支付購買的金額為10萬元以下,以適合平常配戴的實用性商品為主,而城鄉在消費習慣上有特別的差異;購買動機主要為犒賞自己、投資保值及工作需要配戴,獲取資訊來源以電視廣告、報章雜誌、店家宣傳品、親朋好友介紹為主;消費者在商品評估準則中最重視銷售服務,較不重視促銷的機制;口碑來源者專業尚稱不足,口碑對購買行為有其影響力。針對業者提出建議包括與消費者更緊密的結合、教育消費者商品知識及曝光媒體的選擇。


    In the recent decades, with the dramatic growth rate of GDP and remarkable consuming power in the island wide, Taiwan becomes a new battle for the worldwide suppliers who aim on luxury goods, especially on diamond product. With the changing and extension of consuming concept, consumers switch their preference from gold to jewelry gradually. Instead of caring of value sustain and memorial, consumers care more about how to distinguish themselves and how to show off their own wealth by jewelry. The research of DeBeers Group shows, in the past five years the business scales of diamond retailing in Taiwan is about NT$18 billion to NT$20 billion, and in Great China (including China, Hong Kong and Taiwan) is USD$30.8 billion, 10% of global diamond sales. The growth rate of diamond retailing sales in Great China is the number one in the world. By the study of consumer behavior in purchasing of diamond ornament and the differentiation of customer, this research intends to provide the diamond retailer a reference in the decision process of marketing and promotion strategy.
    The conceptual of framework is based on E-K-B consumer behavior model. The research attributes consumer purchasing behavior in diamond to demographics as input variables. Consumer behavior is described in several variables that affect the consuming patterns such as motives, consuming information, rules of appraise, reaction after purchasing and word of mouth. The scope of this study is limited in branding diamond retailing chain stores in Taiwan and focuses on the walk-in customers. In this study, the assumption of the test, basic statement statistics, cross reference table and Pier Carson test etc. are used for the data verification and plot chart preparation.
    The study shows that female people who age between 26 and 35 are the major consumers of diamond ornaments, especially having preference of ring and necklace. The average monthly income of these diamond lovers is less than $80,000, and their allowance for purchasing personal ornaments such as diamond ornament is less than $100,000. However living area of different consumers does make difference in translating their purchasing behavior. The major motives of purchasing diamond are self-rewarding, investment purpose, and job necessity. The sources of consuming information come from TV commercials, magazines, stores advertisement, and recommendation from close friends and relatives. Such diamond buyers think sales service the most important criteria in their decision process, but pay less attention on product promotion. Word of mouth from consumer does have certain influence on purchasing behavior but the recommendation providers might have less professional knowledge about the commodity. This research suggests that diamond retailers/wholesalers get closer to consumers by educating consumers more profession knowledge of diamond and use the right commercial media to give more exposure.

    論文摘要iv Abstractv 謝  誌vi 目 錄vii 圖 目 錄viii 表 目 錄viii 第壹章 緒論1 第一節 研究背景1 第二節 研究動機2 第三節 研究目的2 第四節 研究範圍3 第五節 研究流程3 第貳章 文獻探討4 第一節 產品屬性4 第二節 消費者購買行為7 第三節 生活型態10 第四節 購買動機12 第五節 資訊來源13 第六節 評估準則14 第七節 口碑15 第八節 產業現況17 第參章 研究方法19 第一節 研究架構19 第二節 研究假設20 第三節 研究變數20 第四節 研究設計24 第肆章 統計分析27 第一節 樣本結構分析27 第二節 敘述分析30 第三節 信度與效度分析38 第四節 研究分析與結果39 第伍章 結論與建議57 第一節 研究結論57 第二節 管理意涵60 第三節 研究限制61 第四節 未來研究方向62 參考文獻63 附錄問卷66

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    三、網站
    1.中華民國珠寶玉石鑑定協會,http://www.155.com.tw/gii/
    2.台北市金銀珠寶商業同業公會,http://www.tpeja.org.tw
    3.台灣省商業會,http://www.tcoc.com.tw
    4.台灣鑽石推廣諮詢中心 (DTC),http://www.dtc.com
    5.京華鑽石,http://www.emperor-diamond.com.tw
    6.經濟部工業局,http://www.moea.gov.tw
    7.點睛品,http://www.chowsangsang.com
    8.鎮金店,http://www.just-online.com.tw

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