要高調還是沉默？消費者獨特性需求與品牌突顯性對奢侈品購買意圖的影響

Abstract

奢侈品市場逐步升級，有些企業針對奢侈品品牌改變行銷策略，並重新設計產品或品牌標誌。由此可見，品牌標誌在奢侈品中扮演著重要的角色。此外，越來越多的小眾奢侈品牌正在蓬勃發展，更展現出獨特的生活態度。簡而言之，購買奢侈品不再只是炫耀財富的一種選擇，還有其他因素如個人特質和需求需要更深入的考慮。

而本研究試圖透過理論分析和實驗驗證來闡明品牌顯著性與獨特性需求之間的關係，並考察這兩種因素對消費者奢侈品購買意願的影響。另外，本研究還加入了啟發式-系統模型來進行討論和解釋。在後續的部分，設計了兩個實驗，並透過資料分析討論品牌突顯性和獨特性需求，而這兩變數之間的關係將相呼應。實驗結果將驗證在高品牌突顯性的條件下，高獨特性需求的個體對奢侈品的購買意願可能低於低獨特性需求的個體；相反地，在低品牌突顯性的條件下，高獨特性需求的個體可能比低獨特性需求的個體有更高的奢侈品購買意願。The luxury market has gradually escalated, in view of the luxury brand changed the marketing strategy, redesigned products or brand logo. Thus, the brand logo gradually plays an important role in luxury goods. In addition, more and more niche luxury brands are booming, exhibiting a unique life attitude. In short, buying luxury goods is no longer just an option to show off the wealth; some personal traits and demands should be considered more deeply.

This study tries to clarify the relationship between brand prominence and the need for uniqueness through theoretical analysis and experimental verification and further examines the impact of these two factors on consumers' luxury purchase intentions. Moreover, the heuristic-systematic model is applied in this study to interpret the mechanism. In the following part, two experiments are designed. The data analysis takes into account the brand prominence and the need for uniqueness, while the relationship between these two variables corresponds. It is verified that in the high brand prominence condition, the individuals who have a high need for uniqueness may tend to have lower luxury purchase intention than those who have a low need for uniqueness. In contrast, in the quiet brand prominence condition, the individuals who have a high need for uniqueness may tend to have higher luxury purchase intention than those who have a low need for uniqueness.