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    Title: 探討購買精品名牌包和仿冒名牌包之動機
    A study of the motivations of the purchase of genuine luxury bags and of counterfeit luxury bags
    Authors: 宮橞霓
    Kung, Hui-Ni
    Contributors: 郭貞
    Kuo, Cheng
    宮橞霓
    Kung, Hui-Ni
    Keywords: 奢侈名牌包
    仿冒名牌包
    購買動機
    炫耀性消費
    自我滿足
    自信心
    產品涉入度
    Genuine luxury bags
    Counterfeit luxury bags
    Purchase motivation
    Conspicuous consumption
    Self-gratification
    Self-confidence
    Product involvement
    Date: 2018
    Issue Date: 2018-11-09 15:50:00 (UTC+8)
    Abstract: The purpose of this study was to examine the consumers’ behavior of purchasing genuine and counterfeit luxury bags. Additionally, this study indicated that consumers’ purchase behavior toward luxury bags are affected by purchase motivation—conspicuous consumption and self-gratification, individual difference—self-confidence, moral concern and sociability, and product involvement to examine dependent variable. A total of 202 female respondents completed the survey were collected from social media group which discuss luxury products. Simple regression analysis and hierarchical multiple regression analysis were used to test the hypotheses. Statistical results suggest that each variable has significant effect on consumers’ purchase behavior, both on genuine and counterfeit luxury bags, especially conspicuous consumption and self-gratification. However, while examined all variables at the same time that self-gratification lost its explanatory value because conspicuous consumption and self-gratification have high correlation coefficient, and therefore cause the conflict effect.
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    Description: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    105461007
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105461007
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IMICS.017.2018.F05
    Appears in Collections:[國際傳播英語碩士學程] 學位論文

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