奢侈品顾客感知价值及其对重复购买意愿影响的研究
发布时间：2019-02-11 11:32
【摘要】：随着中国经济的快速增长,人们对奢侈品的需求也在日益增加。2010年,中国成为世界第二大奢侈品消费国,各大奢侈品品牌纷纷登陆中国。然而,奢侈品正在被妖魔化,当人们谈到奢侈品往往联想到炫富、腐败等负面词汇。本文从感知价值的角度对奢侈品进行研究,抽丝剥茧,全面展现奢侈品的本质。 本文首先综述了众多学者关于奢侈品、感知价值、奢侈品感知价值以及重复购买意愿的研究,在此基础上提出了研究假设,设计了调查问卷,然后运用多种统计方法对问卷进行分析,对研究假设一一验证。研究结果发现了7个感知价值因子,分别命名为“品质价值”、“价格价值”、“社交价值”、“独特价值”、“炫耀价值”、“自我赠礼”、“价值保持”,然后探讨了感知价值因子与人口统计变量之间的关系。其次,本研究基于奢侈品感知价值的7个因子对样本进行聚类分析,结果发现样本可以划分为5个不同的族群,同时采用卡方检验,验证了人口统计变量对不同的聚类族群存在显著差异。 本文还探讨了奢侈品感知价值对重复购买意愿的影响,以及服务和广告两个调节变量的作用。结果表明感知价值对重复购买意愿有显著的影响,而两个调节变量的调节作用并不明显,但是广告对重复购买意愿有显著性的影响。 最后对实证分析的结果进行了总结,并据此提出了营销建议,对未来研究进行了展望。
[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.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F723
本文编号：2419693
[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.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F723
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，本文编号：2419693
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