女性精品消費行為之研究－台灣實證分析

Abstract

本文探討台灣女性對精品需求行為的決定因素，動機為因台北市區精品名店的相繼開幕，百貨公司週年慶的排隊搶購風潮，精品產業近年來的迅速成長，女性消費能力的提升等。 以Lancaster(1966)所提出的「特徵消費理論」為基礎，探討精品所隱含的特徵，將其區分為三種特徵：身分特徵、品味特徵、情感特徵。就總體經濟市場的變數，分為經濟因素和社會因素，探究其對女性精品消費行為之影響。經濟因素之變數包括女性年所得、女性月薪、經濟成長率、吉尼係數；社會因素之變數包括女大學生比率、離婚率、未婚率、總生育率。 精品消費的資料取自關稅總局民國91年至95年的高單價精品之進口總額，以可攜帶的精品為主，將精品分為四大類：首飾、寶石、名牌包、名錶。採混合資料迴歸模型(Pooling Data Regression Model)，進行實証分析。 實證結果如下： 1.在經濟因素方面，「女性年所得」對女性精品消費，呈現正向的顯著影響。 2.在社會因素方面，「未婚率」、「女大學生比率」對女性精品消費，呈現正相關的影響;然而「總生育率」對女性精品消費，卻呈現負相關的影響。 得知社會因素對精品消費的影響較經濟因素顯著，意謂著女性對精品的消費行為深受社會因素所影響。也正反映出現實生活的現象，消費者平時小心翼翼地開支，但在某些生活方面，卻表現出一擲千金的豪邁氣魄，而這正是「情緒消費時代」的特徵。

This study investigates female demand for new luxury goods in Taiwan, that is motivated by new opens of luxury stores one after another in Taipei, the long buying line-up for the annual sales of major department stores, the rapid growth of luxury goods industry in recent years, and the boosting consuming capacity of female shoppers. Based on the “characteristic consumption theory” proposed by Lancaster (1996), the embedded characteristics of the luxury goods are studied and categorized into three characteristics: Status, Style, and Emotion characteristics. Furthermore, the variables of the macroeconomic market can be put into two aspects: economic and social factors, to study the influence on female demand for new luxury goods. The variables of the economical factor contain of annual income of female, monthly income of female, economic growth rate, and Gini’s coefficient of income distribution; the variables of the social factor contain of the ratio of female college students, divorce rate, unmarried rate, and total fertility rate. The source of luxury goods consuming data is provided by Directorate General of Customs in Taiwan. The total amount of imported highly-priced portable luxury goods from 2002 to 2006 are categorized into four kinds: jewelry, stone products, branded bags, branded watches. By using pooling data regression model, an empirical analysis is implemented. The empirical evidence is as follows: 1.Regarding economical factor, “female annual income” is obvious proportional to female luxury goods consumption. 2.With respect to social factor, “unmarried rate” and “female college student ratio” are also proportional to female luxury goods consumption, however, “total fertility rate” is inversely related to female luxury goods consumption. In conclusion, social factor has more influence on luxury goods consumption than economical factor. It means that female demand for new luxury goods is deeply determined by the social factor. This reveals that consumers purchase usually very carefully in ordinary days; but for some moments, they spend money like it’s not about money. This is the characteristic in an “emotional consuming era”.