奢侈代表我的心！男性的伴侶守衛動機對奢侈品購買之影響

Luxury Represents My Love! The Influence of Men's Mate-Guarding Motive on Purchasing Luxury Products

觀察臺灣社會，常見男性透過奢侈品來追求另一伴，包括將奢侈品投資在自己身上，展現社交和經濟能力，或是贈送奢侈品給對方，表達愛意。本研究從不同動機切入，探討「守衛機制」能否提高男性對奢侈品的購買送禮和自用意願，並結合廣告情境，考慮廣告產品數量類型和視覺背景的干擾效果。三個實驗的結果發現：對於奢侈品品牌態度較佳的男性，無論透過廣告前的文章情境或是廣告中的短文標語，當激發這些男性的伴侶守衛動機（vs.未激發）都會提高其對奢侈品的購買意願，且送禮意願大於自用，而成對（vs. 單數）產品會強化激發伴侶守衛動機的購買自用效果；又垂直（vs. 水平）的廣告背景會提升產品知覺奢華感，並強化伴侶守衛動機對於購買意願的正向影響。本文對於奢侈品購買及在兩性關係中的角色具理論貢獻，並能提供奢侈品行銷相關建議。 Men in Taiwanese society commonly try to attract mates by purchasing luxury products for themselves to display their social status and affluence or for mates as romantic gifts. This research proposes a new perspective by examining whether the “mate-guarding motive” of men would increase their intentions to purchase luxury products for themselves or as gifts for mates. In addition, the possible moderating effects of the number of advertised luxury products and visual backgrounds of advertisements are also examined. Three experiments show that when the mate-guarding motive of men with favorable attitudes toward brands of luxury products are triggered (versus not triggered), either by contextualized articles or slogans in advertisements, men's intentions to purchase those luxury products increase. Purchases as gifts are more prominent than purchases for self. Advertising-paired luxury products (versus single-individual luxury items) enlarge the impact of activating the mate-guarding motive on men's intentions to purchase for themselves. Moreover, advertisements in vertical (versus horizontal) backgrounds increase the products' perceived luxury, thus strengthening the positive effect of the mateguarding motive on purchase intention. These results have significant theoretical implications for the purchase of luxury products and their role in romantic relationships and provide marketing suggestions to promote luxury products.

Men in Taiwanese society commonly try to attract mates by purchasing luxury products for themselves to display their social status and affluence or for mates as romantic gifts. This research proposes a new perspective by examining whether the “mate-guarding motive” of men would increase their intentions to purchase luxury products for themselves or as gifts for mates. In addition, the possible moderating effects of the number of advertised luxury products and visual backgrounds of advertisements are also examined. Three experiments show that when the mate-guarding motive of men with favorable attitudes toward brands of luxury products are triggered (versus not triggered), either by contextualized articles or slogans in advertisements, men's intentions to purchase those luxury products increase. Purchases as gifts are more prominent than purchases for self. Advertising-paired luxury products (versus single-individual luxury items) enlarge the impact of activating the mate-guarding motive on men's intentions to purchase for themselves. Moreover, advertisements in vertical (versus horizontal) backgrounds increase the products' perceived luxury, thus strengthening the positive effect of the mateguarding motive on purchase intention. These results have significant theoretical implications for the purchase of luxury products and their role in romantic relationships and provide marketing suggestions to promote luxury products.