消费者奢侈品网购渠道接受模型意愿研究

发布时间：2018-06-17 00:46

本文选题：奢侈品 + 购买意愿　；参考：《丝绸》2017年10期

【摘要】：面对全球奢侈品行业的困境和挑战,打通线上线下是奢侈品零售的必然选择,因而有必要对消费者的奢侈品消费渠道选择进行研究。文章从消费者的角度出发,基于消费动机和顾客感知价值理论,构建奢侈品网络消费渠道接受模型,并运用结构方程模型进行实证检验。研究结果表明:感知利得和感知损失对网购奢侈品意愿的影响作用显著;个人动机在感知利得、感知损失和奢侈品网购意愿之间起到中介作用,而社会动机的中介作用并不显著。研究结果为奢侈品企业深入了解消费者渠道选择偏好,以及利用渠道营销提供了理论基础。
[Abstract]:In the face of the difficulties and challenges of the global luxury industry, it is an inevitable choice for luxury retail to get online and offline, so it is necessary to study the choice of luxury consumption channels for consumers. From the consumer's point of view, based on the theory of consumer motivation and customer perceived value, this paper constructs the acceptance model of luxury goods online consumption channel, and uses the structural equation model to carry out an empirical test. The results show that perceived gain and perceived loss have a significant effect on the willingness to purchase luxury goods online, and personal motivation plays an intermediary role between perceived gain, perceived loss and luxury purchase willingness. However, the intermediary role of social motivation is not significant. The results provide a theoretical basis for luxury goods companies to understand consumers' channel preference and to use channel marketing.
【作者单位】：上海工程技术大学服装学院;
【基金】：国家自然科学基金面上项目(71472114) 上海工程技术大学研究生创新项目(E3-0903-16-01244) 上海工程技术大学创新项目(A1-5300-16-0502094)
【分类号】：F713.55;F724.6

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