本研究探討臺灣Ｚ世代消費者的奢侈品消費行為動機，以及這些動機如何受到永續意識和科技發展與應用的影響。環境議題與科技迅速發展日益受到全球關注，因此了解這些因素與奢侈品消費動機之間的作用至關重要。本研究深入探討了炫耀性與非炫耀性消費動機、永續對消費的影響，以及科技在塑造情感連結與體驗價值的所扮演的角色，對消費者行為的廣泛研究有所貢獻。為了達到這個目標，本研究採用量化方法來檢視該群體之行為模式，並找出新興趨勢。研究結果顯示，永續意識與數位科技對Ｚ世代的消費模式有正面的影響。主要的洞察包括在永續消費中對於品質和工藝的考量，以及數位工具和平台能夠提升的情感與體驗的參與度。這些結果突顯了這一世代奢侈品消費偏好的變化，並明顯且廣泛地接納價值與科技的體驗。因此，建議未來的研究探討縱向變化和跨文化比較，以進一步驗證和擴展這些發現。本研究的意義延伸至奢侈品品牌針對年輕消費者微妙動機的策略，為奢侈品產業的創新與永續成長鋪路。

This study explores the motivation of luxury consumption behaviors of Taiwanese Generation Z consumers and how these are influenced by sustainable awareness and the use of technology. Against a backdrop of increasing global attention to environmental concerns and rapid technological advancements, understanding the roles of these factors and luxury consumption is crucial. This research contributes to the broader discourse on consumer behavior by offering insights into the motivations driving conspicuous and inconspicuous consumption, sustainability’s impact on preferences, and the role of technology in shaping emotional connections and experiential value. The primary objective is to address gaps in the existing literature by investigating the specific motivations of Taiwanese Generation Z. To achieve this, the study adopts a quantitative method to explore behavioral patterns and identify emerging trends. The findings reveal the positive impacts of sustainability and digital advancements on Gen Z's consumption patterns. Key insights include the prioritization of quality and craftsmanship in sustainable consumption and the enhanced emotional and experiential engagement facilitated by digital tools and platforms. These results highlight this generation's dynamic nature of luxury consumption, and a shift towards values-driven and technology-enabled experiences is evident. Hence, future studies are suggested to explore longitudinal changes and cross-cultural comparisons to further validate and expand upon these findings. The study's implications extend to luxury brands’ strategies with the nuanced motivations of younger customers, which pave the way for innovation and sustainable growth in the luxury sector.

Thesis Validation Letter .................................................................................................. i
Acknowledgment ............................................................................................................ ii
摘要 ................................................................................................................................. iii
Abstract .......................................................................................................................... iv
Table of Content .............................................................................................................. v
List of Figures ............................................................................................................... vii
List of Tables ................................................................................................................ viii
Chapter 1 Introduction .................................................................................................. 1
1.1. Research Background ............................................................................................ 1
1.2. Research Objects ................................................................................................... 5
Chapter 2 Literature Review ......................................................................................... 6
2.1. The Traditional Luxury .......................................................................................... 6
2.2. The Pursuits of Social Status and Excellence as the Value of Conspicuous
Consumption and Craftsmanship ............................................................................... 10
2.3. The Rise of New Luxury in Modern Society ....................................................... 11
2.4. Self-Expression was First Introduced to the Luxury Industry as the Value of
Emotional Connection ................................................................................................ 13
2.5. The Pursuits of Quiet Luxury as the Value of Inconspicuous Luxury
Consumption ............................................................................................................... 14
2.6. The Emerging Lifestyle is Changing the Luxury Industry .................................. 16
2.6.1. Sports and Luxury Industry ...................................................................... 18
2.6.2. Luxury Café .............................................................................................. 18
2.6.3. Hospitality Industry .................................................................................. 20
2.7. The Rising Awareness of Sustainability .............................................................. 22
2.8. The Immersion of The Advancement of Technology and Digitalization ............ 25
Chapter 3 Hypothesis Development ............................................................................ 27
3.1. Conspicuous vs. Inconspicuous Consumption in Gen Z ..................................... 29
3.2. Gen Z’s Awareness of Sustainability ................................................................... 32
3.2.1. Sustainability and Craftsmanship & Quality ........................................... 32
3.2.2. Sustainability and Emotional Connection ................................................ 33
3.3. Gen Z’s Reliance on Technology ......................................................................... 34
3.3.1. Digital Platform and Emotional Connection ........................................... 35
3.3.2. Technological Advancement and Experiential Value ............................... 36
3.4. Conceptual framework ........................................................................................ 37
Chapter 4 Methodology ................................................................................................ 38
4.1. Research Design .................................................................................................. 38
4.2. Population and Sampling ..................................................................................... 38
4.3. Data Collection Methods ..................................................................................... 39
4.4. Measurement and Variables ................................................................................. 40
4.5. Data Analysis ....................................................................................................... 42
4.6. Validity and Reliability ........................................................................................ 42
4.7. Ethical Considerations ......................................................................................... 43
Chapter 5 Results .......................................................................................................... 44
5.1. Sample Description ............................................................................................. 44
5.2. Validity and Reliability Testing ........................................................................... 46
5.2.1. Exploratory Factor Analysis .................................................................... 46
5.2.2. Reliability Testing ..................................................................................... 49
5.3. Correlation Analysis ............................................................................................ 50
5.4. Regression Analysis ............................................................................................. 52
5.5. Hypothesis Results .............................................................................................. 56
Chapter 6 Conclusion and Discussion ........................................................................ 58
6.1. Research Findings ............................................................................................... 58
6.2. Practical Implications .......................................................................................... 60
6.2.1. Marketing Strategies for Dual Consumption Motivations ....................... 61
6.2.2. Leveraging Sustainable Awareness .......................................................... 61
6.2.3. Technological Integration in Luxury Consumption .................................. 62
6.2.4. The Design of Products and Services ....................................................... 62
6.3. Limitations ........................................................................................................... 63
6.4. Direction for Future Research ............................................................................. 64
References ...................................................................................................................... 66
Appendix ....................................................................................................................... 83

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