奢侈品品牌标识显著度决策:张扬还是低调——自用和送礼情形下品牌标识显著度对购买意愿的影响机制比较

发布时间：2018-06-15 18:34

本文选题：奢侈品 + 品牌标识显著度　；参考：《中国工业经济》2012年11期

【摘要】：在各大奢侈品厂商竞相开拓中国奢侈品市场之际,研究如何抓住中国消费者对奢侈品品牌标识显著度的偏好,具有非常重要的理论和实践意义。已有研究认为,中国消费者普遍喜欢张扬、显眼的奢侈品品牌标识。本文认为,人们对奢侈品品牌显著度的偏好要根据购买动机(自用还是送礼)和消费者特质(自我监控)来决定。本文通过两个研究,得到比前人更深入和更丰富的结论。①当购买奢侈品自用时,对于高自我监控者而言,奢侈品品牌标识越突出,人们的购买意愿越高;但对于低自我监控者而言,奢侈品品牌标识越突出,人们的购买意愿反而越低。②当购买奢侈品用于送礼时,在不同馈赠关系下,品牌标识显著度的影响效应表现出差异。当送礼者与受礼者之间为共有关系(或亲近关系)时,高自我监控者偏爱品牌标识显著度高的产品,而低自我监控者偏爱品牌标识显著度低的奢侈品。只有当送礼者—受礼者之间为交换关系时,无论是高自我监控者还是低自我监控者,人们才更偏向于购买品牌标识显著度高的奢侈品。本文在理论上首次得出结论,认为不能简单得出中国消费者偏好大还是小的奢侈品品牌标识,而要根据购买用途(自用还是送礼,以及送礼者—受礼者关系类型)、购买者自我监控水平,才能说明人们是偏好于喜欢大还是小的品牌标识。本文研究结论对于奢侈品厂商根据购买者心理特质的细分营销、商务市场的客户关系管理、奢侈品零售终端营销、产品系列化等战略,均具有重要的战略借鉴价值。
[Abstract]:At a time when major luxury goods manufacturers are competing to open up the luxury goods market in China, it is of great theoretical and practical significance to study how to grasp the preference of Chinese consumers for the prominence of luxury brands. Research has suggested that Chinese consumers generally like to show off, conspicuous luxury brand logos. This paper argues that people's preference for luxury brand prominence is determined by purchasing motivation (self-use or gift-giving) and consumer traits (self-monitoring). Through two studies, this paper draws a deeper and richer conclusion. 1 when buying luxury goods for self-use, the more prominent the luxury brand logo is, the higher people's willingness to buy; But for those with low self-monitoring, the more prominent the luxury brand logo, the lower the willingness to buy. 2. When buying luxury goods for gift giving, the influence effect of brand logo significance is different under different gift relationships. When the relationship between the giver and the recipient is common (or close), the high self-monitor preferred the product with high brand identity, while the low self-monitor preferred the luxury with low brand identity. Only when the relationship between the giver and the recipient is exchanged, whether it is high self-monitoring or low self-monitoring, people prefer to buy luxury goods with high brand identity. This paper, for the first time in theory, concludes that it is not easy to determine whether Chinese consumers prefer large or small luxury brand logos, but should be based on the purpose of purchase (self-use or gift giving). And the type of gift-recipient relationship, the level of self-monitoring by the buyer, shows whether people prefer big or small brand logos. The conclusion of this paper has important strategic reference value for luxury goods manufacturers according to the psychological characteristics of buyers, customer relationship management in the business market, retail terminal marketing of luxury goods, product serialization and so on.
【作者单位】：中山大学管理学院;
【基金】：国家自然科学基金面上项目“品牌原产国刻板印象反转机制研究——基于刻板表征理论中的亚分组和去个性化模式”(批准号71172164)
【分类号】：F273.2;F723;F224

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