旅游炫耀性消费类型的实证分析

在多种旅游活动中，奢侈品购物活动作为一种有效提高游客满意体验的活动对旅游经济的促进起着至关重要的作用。研究立足于探究奢侈品消费中不同炫耀性消费类型对品牌忠诚度的影响，并验证品牌利益在其影响关系中的媒介作用。结果显示：炫耀性消费中的地位追求型和流行追求型会部分通过品牌利益的媒介作用形成品牌依赖；而品牌追求型则很难形成对品牌的忠诚度。因此，突显品牌的地位性和提高品牌的流行度是建立顾客对品牌喜好感情依附的良好策略。

An Empirical Analysis of the Behavioral Model of Conspicuous Consumption

Among these tourism-related activities , luxury shopping behavior plays a critical role to both local economy and tourists＆#39;satisfaction .This study aims to explore the influences of various conspicuous consumption behaviors on customer＆#39;s brand loyalty .Study results indicate that , mediating by brand bene-fit, status consumption and fashion consumption finally forms brand loyalty while brand consumption doesn＆#39;t have significant influences on the formation of brand loyalty .Thus, increasing the level of status consumption and fashion consumption are effective strategies for building high attachment to luxury brands.