【摘要】：隨著中國經濟的快速增長,人們對奢侈品的需求也在日益增加。2010年,中國成為世界第二大奢侈品消費國,各大奢侈品品牌紛紛登陸中國。然而,奢侈品正在被妖魔化,當人們談到奢侈品往往聯(lián)想到炫富、腐敗等負面詞匯。本文從感知價值的角度對奢侈品進行研究,抽絲剝繭,全面展現(xiàn)奢侈品的本質。 本文首先綜述了眾多學者關于奢侈品、感知價值、奢侈品感知價值以及重復購買意愿的研究,在此基礎上提出了研究假設,設計了調查問卷,然后運用多種統(tǒng)計方法對問卷進行分析,對研究假設一一驗證。研究結果發(fā)現(xiàn)了7個感知價值因子,分別命名為“品質價值”、“價格價值”、“社交價值”、“獨特價值”、“炫耀價值”、“自我贈禮”、“價值保持”,然后探討了感知價值因子與人口統(tǒng)計變量之間的關系。其次,本研究基于奢侈品感知價值的7個因子對樣本進行聚類分析,結果發(fā)現(xiàn)樣本可以劃分為5個不同的族群,同時采用卡方檢驗,驗證了人口統(tǒng)計變量對不同的聚類族群存在顯著差異。 本文還探討了奢侈品感知價值對重復購買意愿的影響,以及服務和廣告兩個調節(jié)變量的作用。結果表明感知價值對重復購買意愿有顯著的影響,而兩個調節(jié)變量的調節(jié)作用并不明顯,但是廣告對重復購買意愿有顯著性的影響。 最后對實證分析的結果進行了總結,并據(jù)此提出了營銷建議,對未來研究進行了展望。
[Abstract]:With the rapid growth of the Chinese economy, the demand for luxury goods is also increasing. In 2010, China became the world's second-largest consumer of luxury goods, luxury brands have landed in China. However, luxury goods are being demonized, when people talk about luxury goods are often associated with conspicuous wealth, corruption and other negative words. This paper studies luxury goods from the perspective of perceived value and reveals the essence of luxury goods. Firstly, this paper summarizes the researches on luxury goods, perceived value, perceived value of luxury goods and repeated purchase intention, and then puts forward the research hypotheses and designs a questionnaire. Then the questionnaire is analyzed by various statistical methods, and the research hypotheses are verified one by one. The results showed that there were seven perceptual value factors, named "quality value", "Price value", "Social value", "unique value", "showing off value", "Self-Gift", "value keeping". Then the relationship between perceived value and demographic variables is discussed. Secondly, based on the seven factors of perceived value of luxury goods, the results show that the samples can be divided into 5 different ethnic groups, and chi-square test is used at the same time. It is verified that there are significant differences between different clustering groups in demographic variables. This paper also discusses the influence of perceived value of luxury goods on the willingness to buy repeatedly, and the role of service and advertising in regulating variables. The results show that perceived value has a significant effect on repeated purchase intention, while the two regulatory variables have no significant regulatory effect, but advertising has a significant effect on repeat purchase intention. Finally, the results of the empirical analysis are summarized, and the marketing suggestions are put forward, and the future research is prospected.
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F723

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本文編號：2419693