社群媒體口碑行銷對台灣Z世代購買奢侈品意願之前因後果探究

Antecedents and Outcomes of Social Media Recommendations in Intention to Purchase Luxury Brands among Generation Z in Taiwan

隨著社群媒體的普及，消費者透過社群平台獲取奢侈品資訊的管道更加便利，社群媒體口碑行銷（或社群媒體推薦）成為影響消費者購買意願的重要工具。本研究運用態度功能理論（包括社會調節、個人價值展現、享樂態度）及社群媒體推薦作為中介，探討獨特性需求與從眾效應對台灣Z世代購買奢侈品意願的影響，同時加入人口統計特徵作為調節變數。
研究結果顯示，台灣Z世代的奢侈品購買行為主要受到從眾效應的影響，其影響力高於獨特性需求，反映Z世代更傾向追求社會認同與群體歸屬感。此外，態度功能對奢侈品購買意願具有中介效果，其中社會調節與個人價值展現均透過社群媒體推薦間接影響購買意願，而享樂態度的直接影響力則顯著高於間接影響。因此，本研究建議奢侈品牌在行銷策略上應著重Z世代的從眾心理，善用社群媒體推薦以提升消費者購買意願。

Social media provides consumers with easy access to information regarding luxury goods on digital platforms, and social media recommendations are vital to shaping purchase intention. This study applied attitude function theory and examined the mediating effects of social media recommendations on the association between the preference for uniqueness and the bandwagon effect on luxury purchase intention among Generation Z consumers in Taiwan. Participant demographic characteristics were included in the model as moderating variables.
The findings revealed that the luxury purchasing behavior of Taiwan’s Generation Z is primarily driven by the bandwagon effect, which exerts a greater influence than does their preference for uniqueness. This result indicates a strong inclination among Generation Z to seek social recognition and belonging. Additionally, the findings indicate that attitude functions mediate luxury purchase intention. Social adjustment and value expression indirectly affect purchase intention through social media recommendations, and hedonic attitudes exert a strong direct influence on purchase intention.
The present study recommends that luxury brands prioritize the preference of Taiwan’s Generation Z to conform with peers in marketing strategies and utilize social media recommendations to increase consumers’purchase intention.