知识经济下的新奢侈品及新奢侈消费：概念与内涵界定

从回顾新奢侈品内涵的相关研究出发,指出现有概念从单一维度进行界定的歧义和不足;在探索、追溯和理解新奢侈品出现的原因、背景下,从广义奢侈品中剥离、发现和界定了具有实质意义的新奢侈品和新奢侈消费概念和内涵,引入个人维度和社会维度,从二维角度构筑了一个认识与甄别目标客体的参照体系。     

奢侈消费:何以可能与何以可为——立足于转型期中国社会的思考

当代中国奢侈消费的生发及其作用是制度变迁、社会改革的必然产物,对其要用客观理性的制度加以合理的规范与引导,倡导节约文化。     

Revisiting the impact of perceived social value on consumer behavior toward luxury brands

In recent years, the luxury market has come to face important structural changes, such as the entry of new segments into the market and the use of the Internet as a sales channel. In this context, luxury brands must understand their young consumers' perception of social value while adapting to environmental changes. This study aims to validate an up-to-date model to determine the impact of perceived value of luxury brands on consumer behavior. To validate the model, we analyze attributes of luxury brands and the value assigned to those attributes. We collect the data from a survey (n = 225) and analyze the results with partial least squares-structural equation modeling. The results show that in our up-to-date model of perceived social value of luxury brands, the social component, as the only antecedent, has a major influence on consumer behavior; the results, however, fail to support our expectations of the impact of financial and functional brand perceptions. Furthermore, we find a relationship between overall luxury brand perception and behavioral and emotional outcomes for young consumers such that companies might consequently tailor their business strategies.     

基于女性消费者心理的奢侈品营销策略

随着女性社会地位的提高和经济地位的独立,现代女性消费者在奢侈品消费市场上的影响力越来越大。女性消费者作为我国奢侈品消费的一个重要而又特殊的群体,越来越受到现代企业和学术研究者等的广泛关注。因此,在分析女性消费者的奢侈品消费心理的基础上,提出适当和科学的针对性奢侈品营销策略,具有重要的理论和现实意义。     

Consumer perceptions of luxury brands: An owner-based perspective

To deepen theoretical and practical understanding of consumers' perceptions of luxury brands, prior marketing literature has investigated the financial, functional, individual, and social dimensions of the luxury value construct. However, it has not considered the owners of luxury brands or detailed the moderated effects of luxury value on related attitudinal outcomes. To address this gap, this study draws on an existing second-order conceptualization of luxury value to introduce and empirically examine an extended conceptualization of the owner-based luxury value (OBLV) construct. The study draws on brand equity theory to offer a conceptual model of the attitudinal outcomes of OBLV in terms of brand loyalty, brand attachment, brand community behavior, and brand engagement. Using unique data from 452 actual owners of three luxury brands (Cartier, Louis Vuitton, and Prada), the authors confirm the predicted attitudinal outcomes of OBLV and reveal moderating effects of awareness of counterfeit existence. Their findings provide new insights and implications for luxury brand research and luxury brand managers. The research provides a richer understanding of OBLV and yields important managerial insights into how to influence luxury-seeking consumers' perceptions of, and attitudes to, luxury brands.     

中国人的脸面观及其对消费者解读奢侈品广告的影响研究

本研究从心理学视角的面子定义出发,通过运用探索性因子分析、验证性因子分析开发了面子需要量表并探索了其内涵。研究发现,面子需要包涵了以道德型面子需要为主的"脸需要",以及涵盖了能力、地位和社会关系等意义更为广泛的"面需要"。在此基础上,本研究比较了在加入不同面子需要内涵之后的三种广告情境下奢侈品购买意向的差异。结果发现,在广告中加入品牌的正面道德信息,会提高消费者购买该品牌的意向。此外,本研究运用ANOVA分析发现,与"脸需要"相比,"面需要"与奢侈品购买意向的关系表现得更为复杂。在管理启示中,本研究讨论了西方国家奢侈品道德化消费趋势的出现及其对中国市场的启示。     

When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands

Consumers use extrinsic and intrinsic cues to set preferences and make purchase decisions. However, the extent to which luxury-related extrinsic cues determine consumer preferences and whether the relative weighting of extrinsic vs. intrinsic cues depends on consumers’ values is still unclear. We investigated how luxury vs. non-luxury brands affect consumer preferences, and how this impact is moderated by consumers’ materialistic values. Results from Experiment 1 showed that materialistic and non-materialistic participants similarly appreciated products with luxurious brands. However, compared with non-materialistic participants, materialistic participants devaluated products that were tagged as non-luxurious brands. In Experiment 2, we investigated how product quality interacts with brands and whether materialistic values moderated this interaction. Materialistic participants paid more attention to brand-related cues than to quality-related cues, whereas non-materialistic participants considered these cues similarly. Taken together, the results of these two studies suggest that materialism influences the way extrinsic (i.e., brand) and intrinsic (i.e., quality) information is combined during product evaluation. These results highlight the importance of materialism in consumer decision-making, especially in the context of luxury consumption.     

“Wrong place to get help”: A field experiment on luxury stores and helping behavior

Three experiments were conducted in field settings. It was hypothesized that luxury stores may act as environmental reminders of materialism and that helpfulness would vary according to the presence or absence of such cues. Study 1 (N = 80) indicated that consumers coming out of famous brand stores displayed less helpfulness, as compared to mere passersby. Study 2 (N = 112) showed passersby were less helpful near a luxury brand store than in an ordinary street with no shops. In Study 3 (N = 360), passersby were less helpful when walking down a street lined with highly exclusive stores, as compared to streets with ordinary stores or no stores. Results, limitations, and directions for future research are discussed.