本文關(guān)鍵詞：中美消費(fèi)者對(duì)奢侈品的購(gòu)買意愿比較研究　出處：《浙江理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 奢侈品 購(gòu)買意愿 中美比較 感知面子 群體一致意識(shí)

【摘要】：全球奢侈品市場(chǎng)依托中國(guó)消費(fèi)者的消費(fèi)實(shí)力在2012之前的十年取得了蓬勃發(fā)展。自2013年以來(lái)，中國(guó)奢侈品市場(chǎng)雙位數(shù)增長(zhǎng)時(shí)代已成過(guò)去，而由中國(guó)市場(chǎng)所帶動(dòng)的全球奢侈品市場(chǎng)爆發(fā)性增長(zhǎng)也不復(fù)存在。隨著消費(fèi)者的收入水平不斷提高，消費(fèi)者愈趨多樣性，人們的消費(fèi)態(tài)度也不斷發(fā)生變化，中國(guó)的奢侈品消費(fèi)者開始從“炫耀”向“認(rèn)知”轉(zhuǎn)變。而這一消費(fèi)意識(shí)轉(zhuǎn)變提升的新趨勢(shì)下的中國(guó)奢侈品消費(fèi)者，與作為全球第一大奢侈品消費(fèi)市場(chǎng)的美國(guó)這樣成熟的消費(fèi)市場(chǎng)的受眾之間，在消費(fèi)行為各方面的表現(xiàn)有哪些新變化以及新發(fā)現(xiàn)呢？ 在此背景下，本研究通過(guò)對(duì)國(guó)內(nèi)外有關(guān)服裝消費(fèi)行為、奢侈品、購(gòu)買意愿等相關(guān)理論的分析，基于跨文化的視角，對(duì)中美兩國(guó)消費(fèi)者的奢侈品消費(fèi)行為進(jìn)行對(duì)比分析。通過(guò)借鑒JinKang二人針對(duì)儒家文化圈的消費(fèi)者所提出的購(gòu)買意愿復(fù)合模型（結(jié)合了Lee改良的Fishbein模型以及包含內(nèi)外兩個(gè)維度的“感知行為控制”的Ajzen計(jì)劃行為理論模型），構(gòu)建了本研究的奢侈品購(gòu)買意愿模型，深入剖析中美兩國(guó)消費(fèi)者的奢侈品購(gòu)買意愿及其影響因素（“態(tài)度”、“主觀規(guī)范”、“內(nèi)部感知行為控制”、“外部感知行為控制”、“感知面子”、“群體一致意識(shí)”）的作用差異，并且經(jīng)實(shí)證研究驗(yàn)證了該復(fù)合模型在奢侈品消費(fèi)領(lǐng)域的適用性，同時(shí)豐富了奢侈品消費(fèi)行為領(lǐng)域現(xiàn)有的跨文化比較研究。 此次問(wèn)卷調(diào)查共收集了639份有效問(wèn)卷（324份中國(guó)樣本和315份美國(guó)樣本），采用統(tǒng)計(jì)分析軟件SPSS19.0對(duì)樣本數(shù)據(jù)進(jìn)行了描述性統(tǒng)計(jì)分析、因子分析、相關(guān)分析和回歸分析，最終得出以下結(jié)論： （1）影響奢侈品購(gòu)買意愿的最重要因素是“主觀規(guī)范”，其次是“感知面子”，再次是“外部感知行為控制”，然后是“群體一致意識(shí)”、“態(tài)度”和“內(nèi)部感知行為控制”。 （2）影響中國(guó)消費(fèi)者奢侈品購(gòu)買意愿的最重要因素是“感知面子”，其次是“主觀規(guī)范”，再次是“內(nèi)部感知行為控制”，然后是“態(tài)度”、“群體一致意識(shí)”和“外部感知行為控制”。 （3）影響美國(guó)消費(fèi)者奢侈品購(gòu)買意愿的最重要因素是“群體一致意識(shí)”，其次是“主觀規(guī)范”，再次是“態(tài)度”，，然后是“內(nèi)部感知行為控制”和“外部感知行為控制”，而“感知面子”并無(wú)顯著影響。 在國(guó)外的消費(fèi)行為研究中，尤其以西方消費(fèi)者為調(diào)研對(duì)象的研究中，少有將“面子”和“群體一致”因子引入到購(gòu)買意愿的模型中�？紤]到當(dāng)前全球經(jīng)濟(jì)文化的互融共通，本研究提出試探性假設(shè)，探究在儒家背景文化中具有特殊地位的“面子”和“群體一致”兩 個(gè)變量對(duì)美國(guó)消費(fèi)者的奢侈品購(gòu)買意愿是否存在顯著影響作用。本文實(shí)證研究表明，“感知面子”對(duì)美國(guó)消費(fèi)者奢侈品購(gòu)買意愿的影響并不顯著，而“群體一致意識(shí)”則是影響美國(guó)消費(fèi)者奢侈品購(gòu)買意愿的最重要因素。這一發(fā)現(xiàn)將為今后的相關(guān)研究提供一些研究方向的啟示。 最后，結(jié)合本研究的結(jié)論，有針對(duì)性地提出奢侈品營(yíng)銷建議，從而更好地服務(wù)全球奢侈品市場(chǎng)。
[Abstract]:Relying on the global luxury market has achieved rapid development Chinese consumer strength in 2012 before ten years. Since 2013, Chinese luxury market double-digit growth era has become the past, and driven by the market China global luxury market explosive growth has ceased to exist. With the consumer income levels continue to improve, more and more consumers the diversity of people's consumer attitudes are constantly changing, Chinese luxury consumers from the beginning of the "show" to "cognitive" change. The new trend of ascension and the consumer awareness under the change of China luxury consumers, and as the world's largest luxury consumer market in the United States such a mature consumer market in the audience. All aspects of consumer behavior what new changes and new discoveries?
Under this background, this research through to the domestic and foreign related clothing consumer behavior analysis, luxury goods, purchase intention and other related theories, based on the perspective of cross culture, comparative analysis of luxury consumer behavior in Chinese and American consumers. Through the purchase intention of using JinKang two composite model proposed by the Confucian cultural circle of consumers (a combination of Lee modified Fishbein model and contains inside and outside the two dimensions of "perceived behavior control" theory of planned behavior Ajzen model), the purchase intention model on the luxury building, in-depth analysis of Sino US two luxury consumers' purchase intention and its influencing factors ("attitude", "subjective norms", "internal perception behavior control". "External perceived behavior control", "perceived face", "group consciousness") the role of differences, and through empirical studies to validate the compound die The applicability of type in the field of luxury consumption enriches the existing cross-cultural comparative study in the field of luxury consumption behavior.
A total of 639 valid questionnaires (324 Chinese samples and 315 American samples) were collected from the questionnaire. Descriptive statistics analysis, factor analysis, correlation analysis and regression analysis were used to analyze the sample data by statistical analysis software SPSS19.0, and the following conclusions were drawn.
(1) the most important factor influencing purchase intention of luxury goods is "subjective norm", followed by "perception of face", and then "external perception behavior control", followed by "group consensus consciousness", "attitude" and "internal perception behavior control".
(2) the most important factor that influences Chinese consumers' luxury purchase intention is "perceived face", followed by "subjective norm", and then "internal perception behavior control", followed by "attitude", "group consensus consciousness" and "external perception behavior control".
(3) the most important influence factors of American consumer willingness to buy luxury goods is the "group consciousness", followed by "subjective norms", again is the "attitude", and "internal control" and "external perception behavior perceived behavior control", and "perceived face" has no significant effect.
Study on consumer behavior in foreign countries, especially in Western consumers as the research object in the less there will be introduction of "face" and "group consensus" factor to the purchase intention model. Considering the current global economic and cultural integration in common, this study proposes a tentative hypothesis, research has a special status in the background of Confucianism in the culture of "face" and "two groups"
Luxury variables on American consumers' willingness to buy if there is a significant effect. The empirical results show that the influence of "perceived face" on the American consumer willingness to buy luxury goods is not significant, while the "group consciousness" is the most important factor affecting U.S. consumer willingness to buy luxury goods. This discovery will provide some enlightenment research direction for the future research.
Finally, in combination with the conclusions of this study, the marketing proposals for luxury goods are proposed to better serve the global luxury market.

【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 劉丁己;余嘉明;張家麟;;論代言人推薦式廣告如何影響消費(fèi)者態(tài)度[J];商業(yè)研究;2006年07期

2 韓睿,田志龍;促銷類型對(duì)消費(fèi)者感知及行為意向影響的研究[J];管理科學(xué);2005年02期

3 朱明俠;周云;;奢侈品的廣義定義及其研究框架[J];經(jīng)濟(jì)師;2008年07期

4 張劍渝;杜青龍;;參考群體、認(rèn)知風(fēng)格與消費(fèi)者購(gòu)買決策——一個(gè)行為經(jīng)濟(jì)學(xué)視角的綜述[J];經(jīng)濟(jì)學(xué)動(dòng)態(tài);2009年11期

相關(guān)博士學(xué)位論文 前4條

1 吳劍琳;消費(fèi)者民族中心主義對(duì)購(gòu)買意愿的影響研究[D];中國(guó)科學(xué)技術(shù)大學(xué);2011年

2 劉懷偉;商務(wù)市場(chǎng)中顧客關(guān)系的持續(xù)機(jī)制研究[D];浙江大學(xué);2003年

3 季曉芬;團(tuán)隊(duì)溝通對(duì)團(tuán)隊(duì)知識(shí)共享的作用機(jī)制研究[D];浙江大學(xué);2008年

4 姚濤;基于延伸的計(jì)劃行為理論的網(wǎng)絡(luò)游戲持續(xù)使用研究[D];浙江大學(xué);2006年

相關(guān)碩士學(xué)位論文 前10條

1 宋敏;基于認(rèn)知的中國(guó)文化因素對(duì)消費(fèi)者購(gòu)買決策影響研究[D];山東大學(xué);2011年

2 李莉;基于消費(fèi)者態(tài)度的中國(guó)奢侈品市場(chǎng)細(xì)分研究[D];哈爾濱工業(yè)大學(xué);2010年

3 俞麗佳;感知面子對(duì)消費(fèi)行為意向影響的跨國(guó)比較研究[D];大連理工大學(xué);2011年

4 胡艷妮;奢侈品品牌態(tài)度研究[D];東華大學(xué);2006年

5 趙s

本文編號(hào)：1427597