心理特征对中国人奢侈品消费购买意愿的影响
Journal: Economics DOI: 10.12238/ej.v6i6.1171
Abstract
本研究考察了心理特征(独特性需求、身份消费和消费者对规范影响的易感性)对中国消费者奢侈品购买意愿的影响。文献揭示了以往研究的一些局限性：心理特质与个体消费者奢侈品消费购买意愿的关系尚不明确,心理特质与独立/相互依存自我之间的相互关系尚未研究。本研究通过在线调查的方式,考察了心理和社会因素对中国奢侈品消费的影响。该研究弥合了奢侈品行业领域心理学理论与管理理论之间的差距,为奢侈品行业管理者和营销人员提高奢侈品品牌绩效提供了心理模型。并结合实际经验与模型相结合,阐明该模型的深入应用。
Keywords
心理特征；奢侈品消费；自我概念；独特性需求；规范影响
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