参照群体影响下奢侈品牌消费行为研究

发布时间：2018-05-03 19:41

本文选题：参照群体影响 + 奢侈品牌　；参考：《西南交通大学》2010年博士论文

【摘要】： 中国目前是全球第三大奢侈品消费国,消费者为何对价格昂贵的奢侈品牌乐此不疲?我们知道消费者的选择并不完全是个人的独立选择,很大程度上它受到社会因素的影响,参照群体正是社会对个人施加影响的重要途径之一。奢侈品牌给消费者带来的强烈吸引正源于参照群体对这种物品消费的认可与推崇。奢侈品消费不仅仅是社会等级的区分策略,还被认为是自我存在的表达。尽管参照群体影响对奢侈品牌消费具有重要意义,且奢侈品市场在整个工业经济活动中正占有越来越大的份额,但就其展开的理论和实证研究却较为缺乏。本文试图回答：(1)消费者面对不同消费情境(公开消费或私下消费)的奢侈品牌购买决策时参照群体影响程度是否存在差异?并与大众品牌的产品购买决策,进行对比研究；(2)消费者在不同类型参照群体影响下对奢侈品牌形成的自我-品牌联系有何差异?(3)参照群体影响是否是通过消费者对奢侈品牌的社会导向购买价值感知,或个人导向购买价值感知来影响购买行为和消费者忠诚?(4)比较社会导向购买价值倾向的消费者与个人导向购买价值倾向的消费者,奢侈品牌购买行为和消费者忠诚是否存在差异? 研究首先考察消费者在奢侈品牌购买决策中所受参照群体影响的程度,并与大众品牌对比。以产品消费情境与品牌声望的2×2因子形成研究设计中考察的4个组合。通过组合两两对比,实证结果表明：消费者在不同消费情境、不同声望品牌的产品购买决策中,所受参照群体影响的程度差异显著；其中,在奢侈品牌购买决策中,受信息性影响的程度显著高于大众品牌；在公开消费品的购买决策中,受功利性影响与价值表达性影响的程度显著高于私下消费品。研究的管理意义在于帮助企业和市场营销人员利用参照群体影响效用来制定合理的品牌信息交流策略。通过实验情境操控,考察3类参照群体影响下消费者形成自我-品牌联系的差异。研究结果表明：对公开消费和私下消费奢侈品牌,消费者在价值表达性影响下对自我-品牌联系的评价最高；对公开消费大众品牌的自我-品牌联系,在功利性影响下评价最高；对私下消费大众品牌的自我-品牌联系,在信息性影响下评价最高。企业应针对不同产品属性,利用参照群体影响效用制定合理的品牌交流策略。再次,研究以427位路易威登消费者为样本考察参照群体对消费者奢侈品牌忠诚影响的内在机理,实证分析奢侈品牌消费中参照群体影响、感知购买价值与消费者忠诚3者关系模型。研究表明：参照群体影响对消费者忠诚显著正向影响；信息性影响与价值表达性影响对奢侈品牌社会导向与个人导向购买价值正向影响,但功利性影响只对社会导向购买价值正向影响。中介效应检验,购买价值对参照群体影响与消费者忠诚存在部分或完全中介。该结论验证了参照群体影响是消费者奢侈品牌忠诚的关键影响因素,揭示了消费者感知的奢侈品牌购买价值对重购与口碑营销具有重要意义。最后,研究将消费者购买价值倾向作为奢侈品市场细分的标准,以社会导向和个人导向购买价值倾向聚类的4类消费者,在购买次数、口碑推荐意愿与品牌重购意愿上存在显著差异；其中,高社会导向价值倾向的消费者,购买次数与重购意愿负向相关；高个人导向价值倾向的消费者,购买次数与重购意愿正向相关。本次研究的创新点体现在：(1)揭示了奢侈品牌产品购买决策中消费者所受参照群体影响显著,且不同类型参照群体影响下消费者形成自我-品牌联系程度差异显著。这是对品牌消费中参照群体影响研究进行的有益补充与细化；(2)揭示了参照群体对消费者奢侈品牌忠诚影响的内在机理。这是对参照群体影响研究与奢侈品牌消费研究中相关潜变量之间量化关系的一个新链结；(3)创新性比较了具有社会导向购买价值倾向与个人导向购买价值倾向消费者对奢侈品牌行为忠诚和态度忠诚上的差异。研究丰富并完善了两种价值倾向下消费者行为的研究成果。
[Abstract]:China is now the third largest consumer of luxury goods in the world. Why do consumers be happy with expensive luxury brands? We know that the choice of consumers is not an individual choice, to a large extent it is influenced by social factors, and the reference group is one of the important ways of social impact on individuals. The strong attraction to consumers is due to the recognition and admiration of the consumption of this kind of goods by the reference group. Luxury consumption is not only a distinction strategy of social grade, but also an expression of self existence. Although the influence of the reference group is important to the consumption of luxury brands, the luxury market is in the whole industrial economic activity. It is occupying an increasing share, but its theoretical and empirical research lacks.
This article tries to answer: (1) whether there is a difference in the influence degree of the reference group when the consumer faces different consumer situations (public consumption or private consumption), and compares with the purchase decision of the mass brand, and (2) the consumer's self in the luxury brand under the influence of different types of reference groups. What are the differences in brand contact? (3) is the reference group impact on the purchase value perception of the luxury brand by consumers, or the individual oriented purchase value perception to affect the purchase behavior and the consumer loyalty? (4) consumers and individuals who are oriented to the value tendency of the social oriented purchase value and the consumer oriented to purchase value tendencies, luxury goods, and luxury goods. Is there any difference between brand buying behavior and consumer loyalty?
The study first examines the extent to which consumers are affected by the reference groups in the decision making of luxury brands, and contrasts with the mass brand. 4 combinations of the 2 x 2 factors in the product consumption situation and brand reputation are formed. The empirical results show that consumers are in different consumption situations and different prestige products through the combination of 22 comparison. There are significant differences in the degree of influence of the reference group in the purchase decision of the brand. Among them, the degree of information is significantly higher than the public brand in the decision making of the luxury brand, and the influence of utilitarianism and value expressiveness is significantly higher than that of the private consumer in the purchase decision of the public consumer goods. The significance is to help enterprises and marketers to use the reference group influence effect to formulate reasonable brand information communication strategy.
Through the control of the experimental situation, the difference between the self brand relationship and brand relationship between 3 categories of reference groups was investigated. The results showed that the highest evaluation of the self brand connection under the influence of the value expressiveness was the highest for the public consumption and the private consumer luxury brands, and the self brand connection for public consumer brands was utilitarian. The appraisal is the highest under the influence of sex; the self brand connection to the private consumer brand is the highest under the influence of information. The enterprise should formulate reasonable brand communication strategy according to the different product attributes and use the reference group to influence the utility.
Thirdly, the study takes 427 Louis Weedon consumers as the sample to investigate the internal mechanism of the influence of reference groups on consumer luxury brand loyalty, empirically analyses the influence of the reference groups in the luxury brand consumption, the relationship model between the perceived purchase value and the consumer loyalty, and the study shows that the influence of the reference group has a significant positive impact on the consumer loyalty. The influence of information and value expression has a positive impact on the value of social orientation and individual oriented purchase value of luxury brands, but the utilitarian influence only has a positive impact on the value of social oriented purchase. The intermediary effect test, the influence of the purchase value on the reference group and the consumer loyalty is partly or completely intermediary. Noise is the key influencing factor of consumer luxury brand loyalty. It reveals that consumer perceived luxury brand purchase value is important for repurchase and word of mouth marketing.
Finally, we study the consumer purchase value tendency as the standard of the luxury market segmentation, and there are significant differences in the number of purchase times, the willingness to recommend the word of mouth and the intention of the brand repurchase by the 4 types of consumers with social orientation and personal orientation. Willingness to be negatively correlated; consumers with high personal orientation tend to be positively related to repurchase intention.
The innovation points of this study are as follows: (1) it reveals that the influence of the reference group on the purchase decision of the luxury brand products is significant, and the difference of the consumer's self brand contact degree is significant with the influence of different types of reference groups. This is a useful supplement and refinement to the study of the reference group in brand consumption; (2) The inner mechanism of the influence of the reference group on the consumer luxury brand loyalty is shown. This is a new link to the quantitative relationship between the reference group influence research and the related latent variables in the luxury brand consumption research; (3) the innovation compares the luxury goods with the social oriented purchase value tendency and the person oriented purchase value tendency consumers to the luxury goods. The difference between brand loyalty and attitude loyalty has enriched and perfected the research results of consumer behavior under two kinds of value orientation.

【学位授予单位】：西南交通大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F224;F273.2

【引证文献】