本研究主要以顧客價值為出發點探討台灣消費者對於奢侈品購買意願的影響。近年來，台灣奢侈品消費者的年紀逐年下降，並且消費者在選購商品時看重的是商品品質與購買過程的感受。過往有許多文獻研究了各國消費者的購買行為，並提出顧客價值對於消費者的奢侈品購買意願有著正面影響，然而，研究往往都專注於歐美國家，缺少對台灣市場的研究，因此，本研究將針對台灣奢侈品市場的現況深入調查。

本文的目的是研究顧客的購買意願與顧客價值是否會受到顧客滿意度中介的影響。本研究著重在討論以下兩個問題：（1）顧客價值在多大程度上影響消費者購買奢侈品的意願?（2）在奢侈品行業中，顧客滿意度對消費者購買意願的存在著多大程度的影響?

本研究利用量化方式進行分析，以台灣市場為主要研究對象，一共蒐集了490份有效問卷。分析結果顯示，顧客價值中的功能價值、社會價值與享樂價值對購買意願存在著正向影響。其次，顧客滿意度在顧客價值與奢侈品購買意願中也具有影響力。本研究依據分析結果將為台灣奢侈品市場的從業人員提供相關建議。

In recent years, the age of luxury goods consumers in Taiwan has been decreasing, and consumers are looking for the quality of goods and the feeling of the purchase process when purchasing goods. Many papers have studied the purchasing behavior of consumers in different countries and suggested that customer value has a positive effect on customers' purchase intention toward luxury goods. However, the studies are often focused on Europe and America, and there is a lack of research on the Taiwan market. Therefore, this study will investigate the current situation of Taiwan's luxury market.

This study focuses on the influence of Taiwanese customers' purchase intention toward luxury goods by taking customer value as the starting point. In this study, 490 valid questionnaires were collected from the Taiwan market as the main target of the quantitative analysis. The results of the analysis showed that the functional value, social value, and hedonic value have a positive influence on the purchase intention. Secondly, customer satisfaction also influences customer value and luxury goods purchase intention. Based on the analysis results, this study will provide relevant suggestions for the practitioners in the luxury goods market in Taiwan.

Table of Contents
Thesis Validation Letter i
Thesis and Dissertation Electronic/Printed Publication Form ii
Acknowledgment iii
中文摘要 iv
Abstract v
Table of Contents vi
List of Figure ix
List of Table x
Chapter 1: Introduction 1
1.1 Research background 1
1.2 Research question 3
Chapter 2: Literature review 4
2.1 Concept of Luxury 4
2.2 Customer Value 5
2.2.1 Definition of customer value 5
2.2.2 The customer value in the luxury market 6
2.2.3 Functional Value 11
2.2.4 Social Value 12
2.2.5 Hedonic Value 13
2.3 Customer Satisfaction 14
2.4 Purchase Intention 15
2.5 Research hypotheses 16
2.5.1 Functional value and customer satisfaction 16
2.5.2 Social value and customer satisfaction 17
2.5.3 Hedonic value and customer satisfaction 18
2.5.4 Customer satisfaction in the luxury purchase intention 19
2.5.5 Customer value, customer satisfaction, and purchase intention 20
Chapter 3. Research Methodology 22
3.1 Theoretical Framework 22
3.2 Research approach 22
3.3 Measures and Questionnaire 23
3.4 Pre-test 27
3.5 Data analysis 29
Chapter 4. Data analysis and finding 30
4.1 Descriptive statistics 30
4.2 Reliability analysis 32
4.3 Validity analysis 33
4.4 Hypothesis testing 34
4.4.1 Regression analysis 34
Chapter 5. Conclusion 40
5.1 Research Finding 40
5.2 Theoretical and Managerial Implication 42
5.2.1 Theoretical Implication 42
5.2.2 Managerial Implication 43
5.3 Limitation and Future Research Directions 44
References 46
Appendix A - Questionnaire in English 60
Appendix B - Questionnaire in Chinese 67

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