精品─也就是奢侈品，是具有相當的魅力與迷人之處的，而精品的擁有，在奢侈民主化(democratization of luxury)的時代裡，對許多人而言，不再是個遙不可及的夢想。所有最頂尖的設計、創意、工藝、美學、時尚、古典、雋永、璀璨、香雰、極致及科技，都能夠透過「藝術商業化」的模式呈現在消費者的面前，而最經典的代表莫過於「精品」的產業。
　　本研究以因素分析、集群分析和典型相關分析作為主要研究方法，並以台北地區國際扶輪社社員為研究對象，主要的研究目的是探討台灣地區精品市場中進口精品傢飾的消費行為。以過去文獻對於精品消費的威望價值追求之五項動機─威卜蘭效應、挑剔效應、潮流跟隨效應、享樂效應和完美主義效應為基礎，將受訪者的消費動機簡化歸納為四個消費動機因素構面，包括：因素一：「名牌奢華‧威望炫耀」、因素二：「居家享樂‧品味獨具」、因素三：「追求完美‧近乎苛求」和因素四：「品牌嚴選‧形象提昇」。其中因素一及因素二，累積解釋變異量為46.862%，接近50%。並進一步根據這四個因素，將受訪者分成三個類型：「居家時尚追蹤型」、「戀家享樂型」和「威卜蘭型」。受訪者之中，對於進口精品傢飾消費，最大的族群是「威卜蘭型」的人，也就是這類型對於精品的消費是為了追求「炫耀價值」為主。其次是「戀家享樂型」的人。但這三種類型的受訪者人數相當平均約莫各佔三分之一。
在商店印象的分析結果發現，受訪者認為進口精品傢飾店最重要的商店印象前四名包括：傢飾店的商譽與可信賴度；店員對於傢飾品牌及產品的專業知識；店內的氣氛如音樂、氣味和顏色、店的外觀和櫥窗陳列。
而商店印象與消費動機是呈現正相關。也就是商店印象愈好，受訪者的消費動機會愈強，尤其是在傢飾店以下的六個商店印象構面有很強的相關性：1.商品─商品種類及時尚特性、品質與價位一致性。2.服務─店員形象與店風格一致、店員的專業知識。3.顧客─顧客會尋找與自我形象一致的商店消費。4.實體設施─店的外觀和櫥窗陳列。5.商店氣氛─店內的氣氛環境。6.機構因素─店的商譽與可信賴度。

“Luxury goods” are always so charming and attractive. For most people, it is no more just a dream to own luxury goods in the era of“democratization of luxury”. All the leading design, creation, craftship, aesthetics, fashion, eternity, brilliance, fragrance, exquisiteness and technology can be displayed to the consumers through the process of commercialization, and the most typical classic must be the industry of“luxury goods”.
The main methodologies of this research have included factor analysis, cluster analysis and canonical correlation analysis, and the researched population is the members of International Rotary Club in Taipei district. The primary goal of this research is to examine the consumer behavior of the imported luxury furnishing which is one item of luxury goods. Based on the literatures of five consuming motives for the prestige-seeking values through luxury consumption-Veblen effect, Snob effect, Bandwagon effect, Hedonic effect and Perfectionism effect, this research has simplified the respondents’ 15 consuming motive variables into 4 factors of 13 consuming motive variables. These four factors include: Factor 1- “Leading Brand & Luxury are Prestigious &Conspicuous”, Factor 2- “Home Hedonism, Unique Taste”, Factor 3- “Relentless Pursuit for Perfection”, Factor 4- “Self-Image Enhance by Brand Selection”. Cumulative variance explained by factor 1 and 2 is 46.862%, close to 50%. According to these four factors, the respondents can be classified to 3 consumer typologies: Home Trendsetter, Home Hedonist and Veblenist. The largest typology is “Veblenist”which is mainly seeking for“conspicuous”, and the typology of “Home Hedonist”comes in second. However, the proportion of these 3 typologies is very even.
In the result of “store image”analysis, respondents thought that the most important four store image attributes of “imported luxury furnishing stores”include: store’s reputation and reliability, professional knowledge of store employees, store construction and window display.
The correlation of store image and consuming motives is resulted positive. That is, the store image of one store is much better to the respondents. The purchasing motives of the respondents to the store’s merchandises are also much stronger. Especially, there is a very strong and positive correlation between the below 6 store image dimensions and the respondents’ consuming motives: 1.Merchandise 2.Service 3. Clientele 4.Physical Equipment 5.Store Atmosphere 6.Institutional factor.

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