近年來精品名牌商品在台灣持續熱賣，過去購買精品名牌商品往往是屬於名人或金字塔頂階層的專利，但是隨著大眾媒體的推波助瀾，台灣的消費儼然已從實用走向象徵意義，購買精品名牌商品似乎變成全民運動，對昂貴的精品名牌商品已經不是有沒有能力購買，而是有沒有意願購買。本研究對台灣民眾對於精品名牌狂熱的社會現況，希冀探討其背後所隱含的意義與價值變遷。
本研究以台北、新竹、台中、台南、高雄五大都會區之18歲以上消費者為探討對象，以問卷調查方式，經SPSS統計方法進行實證分析。關於理論架構與假設之驗證，研究中利用差異性分析探討不同消費者特性在不同構面間之表現是否有顯著性差異；另外再利用迴歸分析來驗證階級意識、品牌形象、主觀規範與消費者購買意願之因果關係；此外，採用線性迴歸模式來檢視架構之配適度。本研究之結論可以歸納如下：

1.階級意識主觀規範對購買意願有顯著影響。
2.品牌形象會對消費者購買意願造成影響。
3.主觀規範會對消費者購買意願造成影響。
4.階級意識會對消費者的主觀規範造成影響。
5.品牌形象會對主觀規範造成影響。
6.不同的人口統計變數在階級意識、品牌形象、主觀規範與消費者購買意願有顯著差異存在。
7.品牌形象透過主觀規範影響購買意願。
8.階級意識透過主觀規範不影響購買意願。

Luxury goods keep on hot sale in Taiwan in the recent years. In the past, luxury goods only belongs to the elite of society and people at the top of the pyramid; however, coming with the stimulation to luxury goods from mass media, luxury comsumption seems have been a craze to the whole Taiwan multitude. It looks like to Taiwan comsumers, buying luxury goods is not determined by if you could offer it or not, but by the intentions；Taiwan consumers’ buying behavior is changing from practicability emphasized toward caring what symbolic meaning the goods itself could bring. This research intends to investigate the society phenomenon of the Taiwan multitude’s infatuation with luxury goods and try to find out what meanings and value change hidden behind.
Convenience sampling was used in this research. Questionnaries are distributed out to comsumers from age 18 above in Taipei, Hsinchu, Taichung, Tainan and Kaohsiung mentropolitan areas.
To test the assumptions and the structure of the theories, regression analysis was used in the research to verify the cause and result relationship among class consciousness, brand image, subjective norm and buying intention. In addition, a linear structure relation model was used to test the structural properties. The differences among comsumers were used to see if there are obvious sensitives to various factors.
According to statistical analysis, several conclusions are summarized as below:
1.Calss consciousness affects comsumer’s buying intention.
2.Brand image affects comsumer’s buying intention.
3.Subjective norms afftects comsumer’s buying intention.
4.Calss consciousness affects comsumer’s subjective norm.
5.Brand image affects comsumer’s subjective norm.
6.Variation of different samples affects the result of class consciousness, brand image, subjective norm and buying intention.
7.Through the subjective norm of a comsumer, brand image affects a comsumer’s buying intention.
8.Through the subjective norm of a consumer, class consciousness doesn’t affect a consumer’s buying intention.

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