中美消费者对奢侈品的购买意愿比较研究

发布时间：2018-01-15 08:36

本文关键词：中美消费者对奢侈品的购买意愿比较研究　出处：《浙江理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：全球奢侈品市场依托中国消费者的消费实力在2012之前的十年取得了蓬勃发展。自2013年以来，中国奢侈品市场双位数增长时代已成过去，而由中国市场所带动的全球奢侈品市场爆发性增长也不复存在。随着消费者的收入水平不断提高，消费者愈趋多样性，人们的消费态度也不断发生变化，中国的奢侈品消费者开始从“炫耀”向“认知”转变。而这一消费意识转变提升的新趋势下的中国奢侈品消费者，与作为全球第一大奢侈品消费市场的美国这样成熟的消费市场的受众之间，在消费行为各方面的表现有哪些新变化以及新发现呢？在此背景下，本研究通过对国内外有关服装消费行为、奢侈品、购买意愿等相关理论的分析，基于跨文化的视角，对中美两国消费者的奢侈品消费行为进行对比分析。通过借鉴JinKang二人针对儒家文化圈的消费者所提出的购买意愿复合模型（结合了Lee改良的Fishbein模型以及包含内外两个维度的“感知行为控制”的Ajzen计划行为理论模型），构建了本研究的奢侈品购买意愿模型，深入剖析中美两国消费者的奢侈品购买意愿及其影响因素（“态度”、“主观规范”、“内部感知行为控制”、“外部感知行为控制”、“感知面子”、“群体一致意识”）的作用差异，并且经实证研究验证了该复合模型在奢侈品消费领域的适用性，同时丰富了奢侈品消费行为领域现有的跨文化比较研究。此次问卷调查共收集了639份有效问卷（324份中国样本和315份美国样本），采用统计分析软件SPSS19.0对样本数据进行了描述性统计分析、因子分析、相关分析和回归分析，最终得出以下结论：（1）影响奢侈品购买意愿的最重要因素是“主观规范”，其次是“感知面子”，再次是“外部感知行为控制”，然后是“群体一致意识”、“态度”和“内部感知行为控制”。（2）影响中国消费者奢侈品购买意愿的最重要因素是“感知面子”，其次是“主观规范”，再次是“内部感知行为控制”，然后是“态度”、“群体一致意识”和“外部感知行为控制”。（3）影响美国消费者奢侈品购买意愿的最重要因素是“群体一致意识”，其次是“主观规范”，再次是“态度”，，然后是“内部感知行为控制”和“外部感知行为控制”，而“感知面子”并无显著影响。在国外的消费行为研究中，尤其以西方消费者为调研对象的研究中，少有将“面子”和“群体一致”因子引入到购买意愿的模型中。考虑到当前全球经济文化的互融共通，本研究提出试探性假设，探究在儒家背景文化中具有特殊地位的“面子”和“群体一致”两个变量对美国消费者的奢侈品购买意愿是否存在显著影响作用。本文实证研究表明，“感知面子”对美国消费者奢侈品购买意愿的影响并不显著，而“群体一致意识”则是影响美国消费者奢侈品购买意愿的最重要因素。这一发现将为今后的相关研究提供一些研究方向的启示。最后，结合本研究的结论，有针对性地提出奢侈品营销建议，从而更好地服务全球奢侈品市场。
[Abstract]:Relying on the global luxury market has achieved rapid development Chinese consumer strength in 2012 before ten years. Since 2013, Chinese luxury market double-digit growth era has become the past, and driven by the market China global luxury market explosive growth has ceased to exist. With the consumer income levels continue to improve, more and more consumers the diversity of people's consumer attitudes are constantly changing, Chinese luxury consumers from the beginning of the "show" to "cognitive" change. The new trend of ascension and the consumer awareness under the change of China luxury consumers, and as the world's largest luxury consumer market in the United States such a mature consumer market in the audience. All aspects of consumer behavior what new changes and new discoveries?
Under this background, this research through to the domestic and foreign related clothing consumer behavior analysis, luxury goods, purchase intention and other related theories, based on the perspective of cross culture, comparative analysis of luxury consumer behavior in Chinese and American consumers. Through the purchase intention of using JinKang two composite model proposed by the Confucian cultural circle of consumers (a combination of Lee modified Fishbein model and contains inside and outside the two dimensions of "perceived behavior control" theory of planned behavior Ajzen model), the purchase intention model on the luxury building, in-depth analysis of Sino US two luxury consumers' purchase intention and its influencing factors ("attitude", "subjective norms", "internal perception behavior control". "External perceived behavior control", "perceived face", "group consciousness") the role of differences, and through empirical studies to validate the compound die The applicability of type in the field of luxury consumption enriches the existing cross-cultural comparative study in the field of luxury consumption behavior.
A total of 639 valid questionnaires (324 Chinese samples and 315 American samples) were collected from the questionnaire. Descriptive statistics analysis, factor analysis, correlation analysis and regression analysis were used to analyze the sample data by statistical analysis software SPSS19.0, and the following conclusions were drawn.
(1) the most important factor influencing purchase intention of luxury goods is "subjective norm", followed by "perception of face", and then "external perception behavior control", followed by "group consensus consciousness", "attitude" and "internal perception behavior control".
(2) the most important factor that influences Chinese consumers' luxury purchase intention is "perceived face", followed by "subjective norm", and then "internal perception behavior control", followed by "attitude", "group consensus consciousness" and "external perception behavior control".
(3) the most important influence factors of American consumer willingness to buy luxury goods is the "group consciousness", followed by "subjective norms", again is the "attitude", and "internal control" and "external perception behavior perceived behavior control", and "perceived face" has no significant effect.
Study on consumer behavior in foreign countries, especially in Western consumers as the research object in the less there will be introduction of "face" and "group consensus" factor to the purchase intention model. Considering the current global economic and cultural integration in common, this study proposes a tentative hypothesis, research has a special status in the background of Confucianism in the culture of "face" and "two groups"
Luxury variables on American consumers' willingness to buy if there is a significant effect. The empirical results show that the influence of "perceived face" on the American consumer willingness to buy luxury goods is not significant, while the "group consciousness" is the most important factor affecting U.S. consumer willingness to buy luxury goods. This discovery will provide some enlightenment research direction for the future research.
Finally, in combination with the conclusions of this study, the marketing proposals for luxury goods are proposed to better serve the global luxury market.

【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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