1、新 奢 華 主 義 之 消 費 者 行 為 研 究 以巧 克 力 產 品 為 例摘 要由於外在環境的改變，以及台灣正邁入 M 型社會結構中，使收入與消費能力形成兩極化；在所得呈現兩極化時新奢華主義也就因此出現，從消費層面來看也就是消費升級，另外消費者亦對於體驗的購買行為需求逐漸成形，消費者不再只是注重外在感受，而是內化為體驗一個內在的感受，在此種消費者行為的結構性改變及環境的影響之下，對於國內巧克力產業及剛在台灣出現的可可飲品專賣店來說勢必產生影響力。消費者需要的不再只是停留在基礎的物質需求，而是進一步追求體驗和感覺，從心理、安全需求層面更進一步提升至內在精神、心靈層面的需求。隨著國內可可相關
2、產品之消費量日趨成長，消費者對於可可相關產品的消費行為也因整體環境的變遷而造成相當大的改變。本研究將消費者區分成四群分別為：精算群、精明的探索群、健康享樂群和風格時尚群，此四群對於購買可可相關產品皆有體驗之感受及新奢華主義。且經由 Pearson相關檢定發現，體驗程度與涉入程度呈現極強相關，而四群中以風格時尚群最為顯著亦最具新奢華主義。整體消費者購買可可相關產品之主要考量因素以口感、口味及巧克力產品的製造國為主，可看出消費者對於品質之重視，不再以價格為優先考量，顯示重質不重量之趨勢。此外在購買之主要原因則以可以放鬆心情、紓解壓力和增加生活情趣之情感構面為要因，滿足情感構面以提高生活品質為出發點
3、，表示消費者之消費行為具有新奢華主義的概念存在。因此，根據本研究發現新奢華主義的崛起，可可相關產品亦可以帶給消費者情感構面及體驗，所以巧克力產品屬於一種新奢華品。關鍵詞：M 型社會、新奢華主義、消費升級、體驗、可可A study of new luxury consumer behavior-The case of chocolate productsYa-Jan Chang and Jing-Jung Chen *Department of Food Science, Tunghai University, Taichung, Taiwan, R.O.C.（Date Received: Ma
4、y 27, 2009; Date Accepted: June 17, 2009）AbstractDue to the influence of economic changes, Taiwan is entering the M-type social structure, which means income levels and consumption power have polarized the society. As the general standard of living reaches new levels, the income gap between the lowe
5、st income group and highest income group starts to widen, and “new luxuries“ class emerges. From the consumer perspective, this is a “trading up“. While the effect of “new experience“ is gradually taking over the purchasing behavior of consumers, they not only focus on external feelings, but also st
6、art to pay attention to internal feelings and formation of the “inner experience“. Such changes in consumer behavior and external environment have an impact on the domestic chocolate industry and the newly emerged cacao beverage stores in Taiwan. Consumers are no longer only satisfied with the basic
7、 material that they need, they also want further experience and feelings that arise from the quality domain of new luxury products.In recent years, the domestic consumption of cacao related products has been steadily growing. Since this is a new products industry in Taiwan, the consumers behavior of
8、 purchasing cacao related products is significantly influenced by external environmental changes. The study has classified consumers into four groups: “actuarial type“, “smart explorer type“, “well-being type“, and “fashion mode type“. These four groups all share the feeling of the “ new experience“
9、 and the “new luxuries“ in the purchase of cacao products. Pearsons assessment has found, among the measurements of consumer behavior, that the “degree of experience“ and the “level of involvement“ is strongly correlated, while the “fashion mode“ group demonstrates the strongest tendency of the “new
10、 luxuries“ among all four groups. When the purchase behavior of cacao related products by general consumers was analyzed, it also found that the main factors for buying were “flavor“, “taste“ and “country that manufactures the chocolate products“. We can see that the attention of consumers is gradua
11、lly shifting from price consideration to quality concerns, and they are more quality conscious rather than quantity conscious. In addition, the main considerations for the purchase of cacao related products are identified as “for relaxation“, “for relieving stress“ and “enriching the living mode“, a
12、nd other similar emotional aspects. The reasons for purchasing cacao related products by consumers were more on the emotional dimensions to improve their own general quality of life. These reasons are influenced by the new luxuries on consumer behavior and their concepts. Thus, according to this study, the rise of new luxury for cacao related products can also create new dimensions to the consumers sentiment and experiences. Thus, chocolate can be defined as a new luxury good.Key words: society of M-type structure, new luxuries, trading up, experience, chocolate
