基于个性的奢侈品感知价值研究详解.doc

摘 要 随着奢侈品在中国市场的快速发展，奢侈品消费行为正在成为学术界的研究热点，相关学者就奢侈品的品牌文化、购买动机、感知价值和消费态度等方面展开了丰富的研究。同时，相对于国外奢侈品消费者，中国奢侈品消费者有着其突出的特征——年轻化。“80后”消费者将会在10年内成为中国奢侈品消费的主要群体。对于奢侈品企业而言，深入了解“80后”的消费行为特点、个性偏好以及他们对奢侈品价值感知的差异，进而采取富有针对性的市场策略，将具有极其重要的意义。 本文在已有研究的基础上，尝试将“80后”、奢侈品、个性和感知价值这几个因素结合起来进行实证研究，重点探讨“80后”消费者个性与奢侈品感知价值的影响关系，以期对顾客感知价值驱动理论的深入研究有所促进，同时希望能够为奢侈品企业提高顾客感知价值，从而获得顾客满意和顾客忠诚提供一些参考。 通过理论分析和实证研究，本文主要得出以下几点结论： （一）“80后”消费者普遍看重奢侈品品质价值和享乐价值。 （二）个性可作为奢侈品感知价值的驱动因素，由数据分析的结果可知，“80后”消费者的个性对奢侈品各维度感知价值都存在显著的影响作用，同时，本文得出了“80后”消费者的个性与感知价值的具体影响关系。具体而言，在敏感性、严谨性维度得分高的“80后”消费者偏好于奢侈品的炫耀/象征价值；在敏感性、经验开放性维度得分高的“80后”消费者偏好于奢侈品的社交价值和自我延伸价值；在外向性维度得分低、经验开放性、宜人性维度得分高的“80后”消费者偏好于奢侈品的独特性价值；在经验开放性、宜人性维度得分高的“80后”消费者偏好于奢侈品的品质价值和享乐价值。 （三）个性并不是奢侈品感知价值唯一的驱动因素，其它驱动因素还包括产品质量、服务质量、价格等客观因素，价值观、态度、偏好等主观因素以及情境因素。 关键词：“80后”；个性；奢侈品；感知价值Abstract While luxury goods are more and more popular in China, the research of luxury consuming behavior is becoming the hotspot in academic circles. Scholars have done a lot of research in Brand Culture, Purchase Motivation, Perceived Value and Consuming Attitude. Meanwhile, reports said that Chinese consumers of luxury goods are much younger than other Countries’. The “Post 80s” will become the primary consumer group of Chinese luxury market within 10 years. Therefore, understanding the “Post 80s” consuming behavior, personality and their perceived value of luxury goods and taking the right market tactics have significant meanings to the luxury company. Based on the existing research, we try to put “Post 80s”, luxury goods, consumer personality and perceived value these four concepts together to conduct research, we focus on the relationship between “Post 80s” personality and luxury perceived value, and hope to discover something new and interesting to the existing theory, and also hope to provide something useful for the luxury company. Through the analysis and empirical research, we get three conclusions: 1, “Post 80s” prefer quality value and hedonic value when they doing luxury consuming