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Title page for etd-0217114-113623


URN etd-0217114-113623 Statistics This thesis had been viewed 794 times. Download 4 times.
Author Yu-hsin Cheng
Author's Email Address No Public.
Department Management Business Administration
Year 2013 Semester 1
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 130
Title THE IMPACT OF NEED OF UNIQUENESS AND SELF-MONITORING ON LUXURY PURCHASING BEHAVIOR
Keyword
  • luxury
  • need of uniqueness
  • need of uniqueness
  • luxury
  • Abstract Although Taiwan is in a state of recession, but with improved caution of quality
    of life , the need of people is gradually growing , and the consumption of luxury
    goods has significantly improved. With young people join the ranks of luxury
    purchase, they helped the growth of luxury consumption. Early studies had found
    many factors that impactd purchasing behavior of luxury goods, but less in the study
    in the purchasing behavior of luxury of young people. With the data collected from
    university students, this study intends to explore the factors that affect student's
    purchasing behavior of luxuries. The factors include need of uniqueness,
    self-monitoring , social function attitude, and purchase behavior.
    ii
    This study used questionnaires to collect data online. A total of 229 valid
    questionnaires returned were analyzed with SPSS 18.0 and AMOS 18.0. The results
    show that Need of Uniqueness has a positive impact on the Social Function Attitude.
    Social Function Attitude toward Purchase Behavior has a positive impact. However,
    there is no significant impact from self-monitoring to social function attitude and
    gender was not a moderator in this study.
    Keywords: Need of uniqueness, Self-Monitoring, Social-function attitude, Purchase
    behavior.
    Advisor Committee
  • Hao-erl Yang - advisor
  • Jaw-shin Su - co-chair
  • Pi-chuan Sun - co-chair
  • Files indicate in-campus access only
    Date of Defense 2014-01-15 Date of Submission 2014-02-17


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