精品價值的感知與心理距離的調節效果對於精品消費行為的影響

Abstract

近幾年來，精品市場快速地成長，而消費客群也不再侷限於富有人家，精品象徵著奢華與身分地位，致使許多消費者產生炫耀性的消費。以往的人們總是喜愛貪小便宜，但面對精品時卻願意花大把鈔票。 本文引進解釋水平理論這個框架討論，假設人們心中具有解釋水平理論的框架，在購買精品前會有心理距離遠近之分。最後，本研究發現：消費者對於精品價值的感知會對最終精品購買行為造成影響，另外心理距離會對價值之於購買行為的這段關係產生調節效果，也就是說，心理距離的遠近會加強精品價值的感知與購買行為之間的關係。透過本文的研究結果，期望可提供精品行業的管理階層於未來採行最適的行銷策略。

In recent years, the luxury goods market grows fast. With the craze of luxury buying, today not only aristocrats but also the population that desire to own conspicuous products are included in the consumer groups. In that, the kinds of luxury consumers become more diverse than before. People always love the cheaper products, but they still are willing to pay a lot of money to buy luxury goods.

In this study, we introduced the framework of construal level theory. We proposed that people constitute different forms of traversing psychological distance before the luxury buying behavior occurs. The empirical result indicates that consumer’s luxury buying behavior is affected by luxury value perception. Moreover, the moderating effect of various package size psychological distance is statistically significant to influence the relationship between luxury value perception and buying behavior. In other words, the different forms of psychological distance boosts value – behavior correspondence. Finally, we also provide some practical suggestion for marketing strategy of luxury consumption.