東方文化與綠色思潮對精品消費影響研究

Abstract

過去精品是屬於少數擁有地位和權力的階層才能夠擁有的物品，精品遂成為了財富與地位的象徵，人們購買精品不再只為了單純的獲得該產品的功能價值，而是冀望能擁有更多的象徵價值。精品平民化後，精品的需求和接受度開始大量增加，近來亞洲國家的需求便占了一半以上的產值，受東方文化長期薰陶的消費者將會是如何看待精品，而在奢侈風興起的同時，全球也開始吹起一股崇尚自然簡樸的綠色思潮，而這樣的風潮又會對精品時尚產業產生什麼樣的影響，本研究以圍繞在東方文化與綠色思潮的主題為核心進行研究的實驗設計並使用多變量變異數分析研究結果。

研究結果發現整體消費者對於高品質的精品購買意願更甚；而精品的地位象徵會受到消費者的地位需求和社群影響的干擾；精品的品質功能則會受到消費者的地位需求和環境承諾的影響。透過以上實證結果本研究欲建議精品品牌對於環保意識高漲的消費者則能以標榜越天然少加工汙染的方式來降低其消費精品時的罪惡感；以及精品品牌若欲增加東方消費者的購買意願，能以喚起消費者對地位的渴望或是製造精品流行於社群之間的形象為主的行銷策略，並同時迎合東方逐漸盛行的低調奢華趨勢。

In the past, luxury belonged to people with great respectfulness and power. It represents wealth and social status. People consume luxury not only for its functional value, but its symbolic value as well. Since its popularization, the demand and acceptance of luxury has increased significantly, especially in Asia, where the consumption claims more than half of the overall production. How does consumer with eastern culture react to luxury? In the wave of extravagance, what are the effects to fashion industry regarding the trend of the global awareness of green and environmental protection? This study focuses on eastern culture and green thoughts by experiment design and the statistic method of multivariate analysis of variance.

The result indicates that consumer is more favor in buying high-quality luxury. Luxury’s degree of status is affected by consumer’s demand of status and social influences. Its degree of quality is affected by consumer’s status and environment commitment. According to the results, we suggest that a consumer who is highly aware of environment protection can find it less guilty when luxury goods are marked with more nature but less synthetic pollution. On the other hand, luxury brand can promote consuming willingness for eastern buyers by marketing strategies such as arousing their desire of social status and popularity among its network. It is also recommended that luxuries should keep low profile and subtle signal in order to catering the eastern trend.