高校学生对奢侈品的潜在消费动机研究
发布时间：2018-11-08 08:13
【摘要】：伴随着中国经济的蒸蒸日上，奢侈品这一特殊商品渐渐走进中国市场。从此，中国奢侈品市场吸引着众多奢侈品企业的眼光，近些年，人们的购买力逐步提高，中国理所当然的成为了全球重要的奢侈品市场。奢侈品是一种特殊的商品，有其自身的特征，一直是西方学者研究的热点，其中，消费者购买动机的探索是其中的一块重要内容。良好的宏观环境和消费观念的逐步成熟使得中国消费者的奢侈品消费动机初步形成，但是他们的研究还不是很成熟和全面。奢侈品商家们注意到中国市场的奢侈品消费越来越趋于年轻化，中国大学生将是未来中国奢侈品消费的主要群体之一，同时，随着营销领域理论的发展，以心理变量作为细分基础显得越来越重要，基于这一大的环境，本文展开了对高校学生奢侈品消费的潜在动机的研究。 本文首先从国内外关于奢侈品的概念特征、消费行为和动机、奢侈品的消费动机以及前人的研究方法这四块对文献进行回顾总结。随后，通过对文献的研究，找出不足，寻找论文的切入点，在界定了奢侈品的定义和对大学生的影响后，分析奢侈品的消费动机维度，在此基础上提出假设，建立模型。随后编制问卷，调查了在校大学生对奢侈品主要潜在消费动机，借助SPSS软件对搜集到的问卷数据进行信效度检验，因子分析，提炼出有效因子，然后进行，聚类分析及人口统计因素的影响分析，最后对假设进行检验。 研究结果显示，潜在消费动机归为两类，即社会性消费动机和个人性消费动机。社会性消费动机主要包括独特性动机、炫耀性动机、领先性动机；个人性消费动机主要包括自我赠礼动机、表现内在自我动机、品质保证动机和自我取悦动机，其中个人导向动机表现得更为强烈些。性别、学历和收入对领先性动机、品质保证动机、自我赠礼等潜在动机也会产生一定的影响。基于以上结论，本文站在奢侈品营销学的角度，为奢侈品公司针对中国这一批潜在奢侈品消费者的营销策划提供了一些政策性建议，奢侈品企业应从个性化定制，，追求奢侈品高质量的产品和服务，突出自我的广告营销，注重性别和收入对奢侈品消费的影响，以高校学生的潜在动机为导向这五个方面来完善目前的营销方式。
[Abstract]:With the development of Chinese economy, luxury goods gradually enter the Chinese market. Since then, the Chinese luxury market has attracted the eyes of many luxury goods companies. In recent years, people's purchasing power has gradually increased, China has become an important luxury market in the world. Luxury is a special commodity with its own characteristics, which has always been the focus of western scholars, among which, the exploration of consumer purchase motivation is an important content. The good macro environment and the gradual maturity of consumption concept make the luxury consumption motivation of Chinese consumers form initially, but their research is not very mature and comprehensive. Luxury goods merchants have noticed that luxury consumption in the Chinese market is becoming younger and younger. Chinese university students will be one of the major groups of luxury consumption in China in the future. Meanwhile, with the development of marketing theories, It is more and more important to take psychological variables as the basis of subdivision. Based on this big environment, this paper studies the potential motivation of college students' luxury consumption. Firstly, this paper reviews the literature from four parts: the conceptual characteristics of luxury goods, consumption behavior and motivation, luxury consumption motivation and previous research methods. Then, through the research of the literature, find out the deficiency, find out the breakthrough point of the thesis, after defining the definition of luxury goods and the influence on college students, analyze the consumption motivation dimension of luxury goods, put forward the hypothesis and establish the model on this basis. Then the questionnaire was compiled to investigate the main potential consumption motivation of college students on luxury goods. The reliability and validity of the collected questionnaire data was tested by SPSS software, factor analysis was used to extract the effective factors, and then the effective factors were extracted and carried out. Cluster analysis and demographic factors analysis, finally test the hypothesis. The results show that potential consumption motivation falls into two categories: social consumption motivation and individual consumption motivation. Social consumption motivation mainly includes unique motivation, conspicuous motivation, leading motivation; Individual consumption motivation mainly includes self-gift motivation, internal self-motivation, quality assurance motivation and self-pleasing motivation, among which the individual-oriented motivation is more intense. Gender, education and income also have an impact on potential motivations such as lead motivation, quality assurance motivation and self-gift. Based on the above conclusions, this paper, from the perspective of luxury marketing, provides some policy suggestions for the marketing planning of luxury goods companies for these potential luxury consumers in China. Pursuing high quality products and services, emphasizing self advertising, paying attention to the influence of gender and income on luxury consumption, perfecting the current marketing methods in the direction of the potential motivation of college students.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F723;G645.5
[Abstract]:With the development of Chinese economy, luxury goods gradually enter the Chinese market. Since then, the Chinese luxury market has attracted the eyes of many luxury goods companies. In recent years, people's purchasing power has gradually increased, China has become an important luxury market in the world. Luxury is a special commodity with its own characteristics, which has always been the focus of western scholars, among which, the exploration of consumer purchase motivation is an important content. The good macro environment and the gradual maturity of consumption concept make the luxury consumption motivation of Chinese consumers form initially, but their research is not very mature and comprehensive. Luxury goods merchants have noticed that luxury consumption in the Chinese market is becoming younger and younger. Chinese university students will be one of the major groups of luxury consumption in China in the future. Meanwhile, with the development of marketing theories, It is more and more important to take psychological variables as the basis of subdivision. Based on this big environment, this paper studies the potential motivation of college students' luxury consumption. Firstly, this paper reviews the literature from four parts: the conceptual characteristics of luxury goods, consumption behavior and motivation, luxury consumption motivation and previous research methods. Then, through the research of the literature, find out the deficiency, find out the breakthrough point of the thesis, after defining the definition of luxury goods and the influence on college students, analyze the consumption motivation dimension of luxury goods, put forward the hypothesis and establish the model on this basis. Then the questionnaire was compiled to investigate the main potential consumption motivation of college students on luxury goods. The reliability and validity of the collected questionnaire data was tested by SPSS software, factor analysis was used to extract the effective factors, and then the effective factors were extracted and carried out. Cluster analysis and demographic factors analysis, finally test the hypothesis. The results show that potential consumption motivation falls into two categories: social consumption motivation and individual consumption motivation. Social consumption motivation mainly includes unique motivation, conspicuous motivation, leading motivation; Individual consumption motivation mainly includes self-gift motivation, internal self-motivation, quality assurance motivation and self-pleasing motivation, among which the individual-oriented motivation is more intense. Gender, education and income also have an impact on potential motivations such as lead motivation, quality assurance motivation and self-gift. Based on the above conclusions, this paper, from the perspective of luxury marketing, provides some policy suggestions for the marketing planning of luxury goods companies for these potential luxury consumers in China. Pursuing high quality products and services, emphasizing self advertising, paying attention to the influence of gender and income on luxury consumption, perfecting the current marketing methods in the direction of the potential motivation of college students.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F723;G645.5
【参考文献】
相关期刊论文 前10条
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5 郭Y蹙
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