奢侈品社群媒體行銷:消費者需要、義務、慾望、情緒之心理推敲可能性模型

近年來，疫情漸漸趨緩，全球奢侈品市場正在面臨強勁反彈。而現今二手奢侈品平台的盛行，本研究以論證品質、圖片相關性、社會影響力高低的情境設計下，來擬訂行銷的方案是行銷業者及二手奢侈平台的重要課題。
本研究以推敲可能性(ELM)理論為主要的研究架構，並參照SOR的架構，探討(S)論證品質、圖片相關性、社會影響力（高/低），經認知、情緒(O)需要（地位、財務）、義務（社會參照、自我建構）、慾望（享樂、功利）、情緒（愉快、喚起、支配）對行為(R)社群媒體參與（社會聯想、社會連結）和社群顧客權益（價值、品牌、關係權益）。針對論證品質、圖片相關性、社會影響力共設計8組實驗情境，並完成蒐集340份有效問卷，使用多變量變異數分析(MANOVA)以及偏最小平方法-結構方程模式(PLS-SEM)分析結果。
經證實分析結果，歸納出主要面向，提供企業行銷策略參考:
一、 情境設計限制
本研究的情境設計為虛擬的二手奢侈品商店，並非真實實體店面，且經營時間極短，受測者也無法在短時間內了解該二手奢侈品平台，因此本研究未來進行類似實驗時，可以延長實驗時間，以及長時間經營培養出平常會購買二手奢侈品的消費者，以利後續用來做實驗的對象，以提高實驗的效果。

In recent years, as the pandemic gradually abates, the global luxury goods market is experiencing a strong rebound. Moreover, with the prevalence of second-hand luxury goods platforms, marketing strategies need to be formulated considering factors such as quality, relevance of images, and social influence, which pose significant challenges for marketers and second-hand luxury platforms.
This study examines Elaboration likelihood model(ELM) theory as the main research framework and referring to Stimulus-Organism-Response model, this study explores the impact of (S) argument quality, picture relevance, social influence (high/low), perceived, emotions (O) needs (status, finances), obligations (social references, self-construction), desires (enjoy, utilitarian) and emotions (pleasure, arousal, dominance) on behavioral (R) social media engagement (social associations, social bonding) and social customer engagement (value, brand, relationship equality). A total of 8 experimental scenarios were designed for evidence quality, picture relevance, and social influence, and 340 valid questionnaires were collected, and the results were analyzed using MANOVA and PLS-SEM.After confirming the results of the analysis, we have summarized the main directions to provide reference for corporate marketing strategies:
一、 Experimental designed Limitations:
The contextual design of this study is a virtual second-hand luxury store, which is not a real physical storefront and operates for a very short period of time, and the test subjects are not able to understand the second-hand luxury platform in a short period of time. Therefore, when this study conducts similar experiments in the future, it can extend the experimental time as well as cultivate the consumers who usually buy second-hand luxury goods by operating for a long period of time to be used as the subjects of the experiments later on to enhance the effect of the experiments.