象征性消費的一個重要方面是產(chǎn)品作為社會結(jié)構(gòu)的有形市場所發(fā)揮的作用。特定產(chǎn)品或品牌的所有權(quán)及其特定的消費模式可能彰顯出一系列因素,比如,生命周期的狀態(tài)和階段、政治或宗教歸屬,以及職業(yè)類別。一般來說,很多時候,消費者可能主要因為受到某種符號的激發(fā),而購買產(chǎn)品,這是因為這種商品象征著某種特定社會角色或期望達到的社會地位的一種表達。然而,這些方法卻備受詬病,因其“以不同的方式,決定消費者的行為”。為了彌補這些方法所具有的缺陷,學者們已決定于未來將開展相應的研究,重點探討象征性消費如何影響消費者的行為。本研究以炫耀性產(chǎn)品中的象征性消費為基礎,以Y代消費者為研究對象。通過文獻回顧,探討了象征性消費對Y代消費者行為的影響機制。為了使研究更全面,本文主要集中在以下三點。首先,象征性消費的定義和衡量標準。象征性消費因情形不同而不同。從消費者角度探索象征性消費的意義是很重要的。因此,本研究建立了品牌態(tài)度和行為模型的象征性消費量表。該研究進行了若干分析和統(tǒng)計程序,以確認使用這些量表收集的數(shù)據(jù)是有效的。結(jié)果表明,象征性消費維度與品牌態(tài)度和購買意愿是正相關的。其次,本文實證研究了 Y代消費者的情感體驗和品牌知名... 

【文章來源】：大連理工大學遼寧省 211工程院校 985工程院校 教育部直屬院校

【文章頁數(shù)】：126 頁

【學位級別】：博士

【文章目錄】：
Abstract
摘要
1 Introduction
    1.1 Research Background
        1.1.1 Symbolic Consumption in Generation Y Consumers
        1.1.2 Global versus Local Brands Consumption
    1.2 Statement of the Problem
    1.3 Purpose of the Study and Significance
    1.4 Definition of Key Terms
    1.5 Research Plan of the Dissertation
2 Literature Review
    2.1 An overview of Consumption
    2.2 An overview of Symbolic Consumption
        2.2.1 Symbolic Consumption in a conspicuous product
        2.2.2 Prior Research on Symbolic Consumption
    2.3 Components of Symbolic Consumption
        2.3.1 Self-Concept Theory
        2.3.2 Consumer Lifestyle Congruence
    2.4 Antecedents of Symbolic Consumption
        2.4.1 Consumer Factor: Emotional Brand Experience
        2.4.2 Product Factor: Brand Prestige
    2.5 Consequence of Symbolic Consumption
        2.5.1 Attitude and Behavior Model
        2.5.2 Brand Loyalty
    2.6 Generational Cohort Theory
    2.7 Proposed Conceptual Model
    2.8 Chapter Summary
3 Scale development of Symbolic Consumption on Brand Attitude and Purchase Intentions
    3.1 The Influence of Symbolic Consumption on Brand Attitude and PurchaseIntentions
    3.2 Method
        3.2.1 Sample and Brand Selection
        3.2.2 Development of Measurement Scales
    3.3 Results
        3.3.1 Participation Characteristic
        3.3.2 Descriptive Statistics
        3.3.3 Reliability and Validity Test
        3.3.4 Analysis of the Results
    3.4 Conceptual Mode
    3.5 Relationships between Emotional Experience, Brand Prestige,SymbolicConsumption and Brand Loyalty
        3.5.1 Relationship between Emotional Experience, Symbolic Consumption, andBrand Loyalty
        3.5.2 Relationship between Brand Prestige, Symbolic Consumption and BrandLoyalty
        3.5.3 Relationship between Symbolic Consumption and Brand Loyalty
        3.5.4 Relationship between Emotional Experience and Brand Prestige
        3.5.5 Global brand vs.Local Brand Effect
        3.5.6 Generation Y Consumers' Incomes Sources Effect
    3.6 Chapter Summary
4 Methodology
    4.1 Sample and Procedure
    4.2 Questionnaires and Measures
        4.2.1 Emotional Experience
        4.2.2 Brand Prestige
        4.2.3 Symbolic Consumption
        4.2.4 Brand Loyalty
        4.2.5 Demographic Information
        4.2.6 Pilot Study
    4.3 Method of Data Analysis
    4.4 Chapter Summary
5 Data Analysis and Results
    5.1 Sample Characteristics
    5.2 Descriptive Statistics
    5.3 Reliability and Validity Tests
        5.3.1 Reliability Test
        5.3.2 Discriminant Validity
        5.3.3 Convergent Validity
    5.4 Structural Equation Model
    5.5 Hypotheses Testing
        5.5.1 Hypothesis 1 through Hypothesis 6
        5.5.2 Hypothesis 7 through Hypothesis 12
        5.5.3 Hypothesis 13 through Hypothesis 18
    5.6 Chapter Summary
6 Discussion and Conclusions
    6.1 Discussion
    6.2 Conclusions
    6.3 Implications
        6.3.1 Implications for Theory and Research
        6.3.2 Implications for Practitioners
    6.4 Limitations and Recommendations for Future Study
Abstract of Innovative Points
References
Appendix A 42 personality traits
Appendix B Questionnaire for Scale development of Symbolic Consumption on BrandAttitude and Purchase Intentions
Appendix C Questionnaire for Main Study
Research Projects and Publications during PhD Period
Acknowledgement
Curriculum Vitae



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