全球經濟變化得相當迅速且價格競爭激烈，然而在購買奢侈品上消費者仍 然展現出驚人的消費能力，奢侈品牌每年屢創佳績。因此，本研究將結合理論 基礎，針對奢侈品(珠寶、皮件與服飾)進行深入的探討和研究影響消費者購 買奢侈品之因素。
本研究採專家問卷調查方式進行，以精品業資深從業者，金字塔消費頂端 客層且具有購買奢侈品經驗的社會人士為研究對象，共計七位專家。專家問卷 收集之後採用模糊層級分析法進行分析。研究結果顯示:影響消費者購買奢侈 品之最重要因素為「虛榮特質」; 其次為「產品類別」; 第三為「品牌經驗」。 購買奢侈品消費者主要是藉由購買奢侈品來彰顯自己的身份與地位，以及延伸 自我概念，提升自我認同與自我價值感。

The global economy has changed rapidly and price competition has increased sharply. Nevertheless, the sales of luxury brands have made major advancements every year. This study focuses on the factors affecting consumers’ purchase of luxury goods, including jewelry, leather goods and clothing. It combines the theoretical basis and practical expert survey to reach conclusions.
The study adopted survey techniques. Senior practitioners in boutique industry as well as premium customers with purchasing experience of luxury goods were surveyed with expert questionnaires. A total of seven experts were interviewed to gather data. We used Fuzzy Analytical Hierarchy Process (FAHP) to analyze the data. Research results show that the most influential factor affecting consumers’ purchase of luxury goods is "vanity". It is followed by "product category" and "brand experience". Consumers mainly show their identity and status by purchasing luxury goods, thereby extending self-concept, improving self-identity and increasing self- worth.

第一章
緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 3
第四節 研究流程 5
第二章 文獻探討 7
第一節 奢侈品 7
第二節 奢侈品的類別與奢侈品購買意願評估 8
第三節 品牌經驗與奢侈品購買意願評估 8
第四節 虛榮特質與奢侈品購買意願評估 11
第五節 品質與奢侈品購買意願評估 14
第三章 研究方法與研究設計 17
第一節 研究架構圖 17
第二節 資料分析方法 17
第三節 層級分析架構之建立 19
第四節 影響消費者購買奢侈品因素架構圖 19
第五節 問卷設計 21
第六節 研究對象 22
第四章 研究結果 25
第一節 研究樣本 25
第二節 影響消費者購買奢侈品因素架構 26
第三節 模糊層級分析結果 26
第五章 結論與建議 29
第一節 研究結論 29
第二節 研究限制與建議 34
參考文獻 37
附錄1 奢侈品購買意願評估問卷調查 43
附錄 2 AHP、FAHP 理論基礎 51
附錄 3 模糊正倒值矩陣 Fuzzy pair-wise comparison matrix 的計算 57
Proposition 59

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