[[abstract]]Fashion is a very pleasant topic. Opening newspapers and magazines, plenty of advertisements were published by fashionable fine work industry; walking on the street, more and more young people pursue of fashion. Now the ethnicity of young generation in Taiwan immerses in the abundant and rich society so that this phenomenon provide people more opportunities to receive abundant information from media every day. Besides, diversities of productions simultaneously stimulate consumption. In recent years, in order to attract young people’s eyes, most luxury brands adjusted their products to cope with younger fashion trend. Now, consumers have bigger initiative consumption and meanings of goods have already changed from pure ' object ' to the symbol of self-identity. Nowadays, university students’ luxury brand consumption phenomenon seems to be an obvious trend and most of them are blind consumption that obtained self-image through consuming luxurious products and framed self-style and taste by such experiences. This phenomenon might be worthy to study. This research employed questionnaire and interview investigating the intact consumption phenomenon among Taiwan college students in terms of comprehensive psychology, consuming cultural theory and university student's personal consumption experiences. Besides, in order to explore the consumption attitude and values of the college students. The result of the study is found: first, externally, family, media and peers significantly influenced college students’ behavior of consuming luxury brands and inherently such behavior significantly reflected college students’ self values and identity of products brands and designers. Second, college students’ consuming behavior might be constrained by consumer’s backgrounds to avoid over spending, triggering sense of guiltiness and compromising with reality. Third, the college students reflected self-images through pursuing of luxury brands and then increased self-confidence from others’ recognition. Moreover, the result also showed that college students’ intentions of consuming of luxury brand may not for ' conspicuous ' but such behavior may represent respects to self and others' values.
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