次文化認同、奢侈品牌價值與購買意圖之研究

Abstract

本研究探討次文化認同與消費者對奢侈時尚品牌評價之關係，聚焦於奢侈品牌與次文化合作情境下之品牌真實性、知覺奢侈價值與購買意圖。隨著奢侈品牌愈來愈頻繁地與街頭文化、動畫漫畫遊戲（Anime–Comic–Game, ACG）及嘻哈等青年次文化進行合作，相關策略究竟能強化品牌真實性與價值感，抑或削弱奢侈品牌核心意涵，仍有待實證釐清。 本研究以臺灣 Z 世代與千禧世代消費者為研究對象，並限定受試者須至少認同其中一項研究次文化。研究採橫斷式線上問卷調查法，經資料篩選後共回收 237 份有效樣本。次文化認同、品牌真實性、知覺奢侈價值與購買意圖之衡量題項皆改編自既有文獻。資料分析以 SPSS 軟體進行，包含描述性統計、信度分析、迴歸分析，以及以獨立樣本 t 檢定與變異數分析（ANOVA）進行之群體比較。 研究結果顯示，次文化認同與品牌真實性、知覺奢侈價值及購買意圖皆呈現顯著正向關係。進一步的群體比較分析發現，不同次文化族群之間，上述關係的影響強度存在部分顯著差異，顯示青年消費者並非同質性族群，應依其次文化認同加以區分。本研究提供對「以認同為基礎之消費者評價機制」的實證理解，並為奢侈品牌在規劃次文化合作策略時，如何兼顧短期市場反應與長期品牌價值，提供具體的管理意涵。

This study examines the relationship between subcultural identification and consumer evaluation of luxury fashion brands, focusing on brand authenticity, perceived luxury value, and purchase intention in the context of luxury–subculture collaborations. As luxury brands increasingly collaborate with youth-oriented subcultures such as streetwear, anime–comic–game (ACG), and hip-hop, it remains unclear whether these strategies reinforce perceived authenticity and value or weaken core luxury meanings. A cross-sectional online survey was conducted among Taiwanese Gen-Z and millennial consumers who identify with at least one of the focal subcultures. After data screening, 237 valid responses were retained for analysis. Measurement scales for subcultural identification, brand authenticity, perceived luxury value, and purchase intention were adapted from prior studies. Data analysis was performed using SPSS, including descriptive statistics, reliability tests, regression analyses, and group comparisons using independent-samples t-tests and analysis of variance (ANOVA). The results show that subcultural identification is positively associated with brand authenticity, perceived luxury value, and purchase intention. Group comparison analyses further indicate that the strength of these relationships differs across subcultural segments, suggesting that youth consumers cannot be treated as a homogeneous group. The findings provide empirical insights for understanding identity-based consumer evaluation and offer practical guidance for designing subculture collaboration strategies while maintaining long-term brand value.