探討展望理論框架下的精品消費心理

Abstract

回顧過去至現今社會，無論經濟景氣與否，精品消費的浪潮仍持續蔓延，而其消費型態亦從富人獨有轉為任何社經地位之消費者皆能購買精品，也因此，購買精品的消費者不再只是貴族階級，有更多樣貌的精品消費者對精品產生了冀求與渴望。而這些精品消費者都是位於文化載體上的一員，其消費心理皆來自文化滲透下的個體基模，藉由文獻歸納東方消費者精品心理的三大矛盾心理：物質主義、地位、道德罪惡感，將之引入展望理論作為精品消費者心理交互力量的兩股拉扯力量，藉此描繪東方消費者內心抽象的拉扯框架。

本研究針對消費者內心的展望理論中之精品參考點、物質主義、地位、道德罪惡感以及精品之整體態度進行探討，由因素分析萃取出六個主要構面：物質主義、地位、道德罪惡感、精品現有認知以及與眾不同的需求，並依此六構面將東方精品消費者分為五大族群：樸實勤儉族、瘋狂購物族、凸顯自我族、務實冷靜族、上流富裕族。接著透過MANOVA分析以及分群結果進一步歸納各族群之消費特性，依此形塑出精品消費族群的內心展望理論矛盾交織的心理狀態，最後針對各精品族群歸納出明確框架，並提出實務上之建議，以期作為精品產業經營者之行銷策略參考方向。

The trend of luxury consumption has existed since ancient times till nowadays, and luxury industry has rarely slumped despite several economic recessions. With this luxury fever, today not only aristocrats but also the mass population desire to own conspicuous products. Therefore, the features of luxury consumers become increasingly diverse. Since the majority of luxury consumers have the specific schemata composing of culture, this study mainly focuses on the eastern consumers and develop the three important variables which conflict in consumers’ mind and usually make them be in the dilemma: Materialism, status signaling, and guilt. It is our key objective that we illustrate the prospect theory framework within these three key variables.

In this study, we extract the main configuration that may influence the framework of prospect theory: Materialism, status, guilt, luxury cognition, and uniqueness. Also, we use cluster analysis to distribute the luxury consumers into five clusters: the economizer, the shopaholic, the show-off, the pragmatism, and the beau monde. Besides, we adopted the MANOVA analysis to understand the reference points of the five clusters. The contribution of this study is concretizing the prospect theory existing in consumer psychology. Finally, we also provide some practical suggestion for marketing strategy of luxury consumption.