此論文將調查地位消費與新興奢侈品牌產品之間的關係。雖然新興奢侈品牌產品 相似於奢侈品產品，但新興奢侈品牌受大眾地民主化，因此相對於奢侈品牌而言較為便宜。而由於奢侈品能幫助身份地位訊息地傳遞，故研究消費者行為如何受 建立身份地位的渴望而觸發是至關重要的。因此，此研究將測試新興奢侈品牌產品是否可以當做提升身份地位的工具。

透過線上調查進行資料收集並任意抽樣113位有意願的參與者，且測試四家新興 奢侈品牌產品的身份地位提升特徵，並利用單尾Ｔ檢定來檢測結果，最後結果證 明新興奢侈品牌產品的確提升身份地位，而樣本數與任意抽樣的方法影響結果的 普性。日後研究將檢測品牌知名度與感知昂貴在新興奢侈品牌產品之間的關係。

The thesis researches the link between status consumption and new luxury brands and products. New luxury brands and products are similar to luxury products but democratized for the masses. These products are much cheaper compared to luxury products. Since luxury products help signal status, it is crucial to study as much consumer behavior is driven by a desire to build status. Thus, this study investigates whether new luxury products can also be used as a status-enhancing tool.

A google form survey was used to gather data using convenience sampling from 133 willing participants. The survey measured the status-enhancing characteristics of four new luxury brands and products, and the results were tested using a one-tailed t-test. It
was proved that new luxury brands and products do indeed enhance status. The sample size and the "convenience sampling" method affected the generalizability of the results. Future research can examine the link between brand awareness and the perceived expensiveness of new-luxury brands and products.

Thesis/Dissertation Validation Letter…………………………..…………………….…..i
Acknowledgements…………………………………………………………………...…ii
Abstract (Chinese)............................................................................................................iii
Abstract (English).............................................................................................................iv
Table of Figures……………………………………………...…………………………vii
Chapter 1: Introduction…………………………………………………………………..1
Chapter 2: Literature Review……………………………………………………………3
2.1 What is Status?......................................................................................................3
2.2 Relationship between status and consumer behavior……………………………4
2.3 Luxury as a status-enhancing tool…………………………………………...…..5
2.4 New Luxury: A New Frontier………………………………………...…………6
Chapter 3: Research Methodology………………………………………………...…...11
3.1 Methodology Approach and Rationale……………………………………...….11
3.2 Data Collection Procedure……………………………………………...………11
3.3 Survey Design…………………………………………………………………..12
3.4 Data Analysis…………………………………………………………………...13
Chapter 4: Results & Discussion………………………………...……………………..14
4.1 Results………………………………………...………………………………..14
4.2 Discussion………………………………………………………………………15
Chapter 5: Conclusion…………………………………...……………………………..18
References………………………………………………………………………...…....19
Appendix 1: Online Survey Questionnaire……………………………………………..25

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