傳統和替代距離與地位信號偏好消費者樣貌分析

Abstract

2021年，全球前百大頂尖奢侈品公司的營收達到3,050億美元，超過2019年（COVID-19大流行影響前）的2,810億美元，此結果展現奢侈品市場的增長幅度超越一般民生性消費（Deloitte, 2022）。本研究旨在探討不同偏好的奢侈品消費族群與四種不同性格特性所產生的構面在選擇奢侈品時的相關性，這4個構面包括自我監控、永續價值觀、自我構念和社會關係/互動（意見領袖）。研究結果表明，(1) 偏好傳統距離與地位信號的消費者與偏好替代距離與地位信號的消費者在永續價值觀構面及自我構念構面存在顯著差異。(2) 本研究亦發現替代距離與地位信號較受對彰顯自身能力與地位有需求的消費者青睞，(3) 教育程度和年收入方面呈現顯著差異。(4) 替代距離與地位信號的選擇在兩族群消費者有明顯差異。研究結果對奢侈品品牌的營銷策略具有重要啟示，需充分了解消費者的需求和動機，針對具有不同教育背景和收入水平的消費者制定有針對性的市場策略。本研究探討了選擇奢侈品與四個性格構面的關係，並揭示了偏好傳統距離與地位信號的消費者與偏好替代距離與地位信號的消費者在永續價值觀和自我構念兩構面上存在顯著差異。此外，研究發現教育程度和年收入在兩類消費者中呈現顯著差異。研究結果對奢侈品品牌的營銷策略具有重要啟示。

In 2021, the revenue of the top 100 global luxury companies reached 305 billion USD, surpassing the 281 billion USD in 2019 (before the COVID-19 pandemic), showing that the growth rate of the luxury market exceeded that of general consumption (Deloitte, 2022). This study aimed to explore the correlation between different luxury consumer groups with preferences and four different personality dimensions in their choice of luxury goods. These four dimensions include self-monitoring, sustainable values, self-concept, and social relations/interaction (opinion leaders). The study results show that (1) there are significant differences in sustainable value dimensions and self-concept dimensions between consumers who prefer traditional distance and status signals and those who prefer alternative distance and status signals. (2) The study also found that alternative distance and status signals are more favored by consumers who need to show off their abilities and status. (3) There are significant differences in education level and annual income. (4) The choice of alternative distance and status signals shows significant differences between the two consumer groups. The research results have important implications for luxury brand marketing strategies, requiring a full understanding of consumer needs and motivations, and formulating targeted marketing strategies for consumers with different educational backgrounds and income levels.This study explores the relationship between the choice of luxury goods and four personality dimensions and reveals significant differences between consumers who prefer traditional distance and status signals and those who prefer alternative distance and status signals in terms of sustainable values and self-concept dimensions. Moreover, the study found significant differences in education level and annual income among the two types of consumers. The research results have important implications for luxury brand marketing strategies.