奢侈品消费网络化转移的影响因素研究
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摘要
随着消费者对网络购物的信任增强,消费者网购的商品价值逐步提高.与此同时,奢侈品开始吸引年轻的大众消费群体,出现了网络化营销的趋势.本文采用深度访谈和扎根理论的质性分析方法研究大众对奢侈品网络化的态度,并构建了奢侈品消费向网络转移的影响因素模型.研究结果提取了影响奢侈品消费网络化的五大维度,分别为:个人动机、社会动机、感知风险、感知利得和感知损失.研究结果为深入了解消费者与奢侈品网络化营销,以及政府管理奢侈品贸易提供了理论基础.
With the increasing of consumer confidence in online shopping,the value of the goods that consumers buy online is gradually increased.At the same time,the luxuries began to attract more young consumers and network marketing became a trend.In this paper,the qualitative analysis method of depth interview and grounded theory was adopted to study the public's attitudes towards the luxury network and the influencing factors model of luxury consumption transfer to the network was constructed.Five factors that affect the consumption of luxury goods were extracted,which are personal motivation,social motivation,perceived risk,perceived benefit and perceived loss.The results provide a theoretical basis for the in-depth understanding of the consumer and the luxury network marketing and were helpful for the government to manage the luxury goods trade.
With the increasing of consumer confidence in online shopping,the value of the goods that consumers buy online is gradually increased.At the same time,the luxuries began to attract more young consumers and network marketing became a trend.In this paper,the qualitative analysis method of depth interview and grounded theory was adopted to study the public's attitudes towards the luxury network and the influencing factors model of luxury consumption transfer to the network was constructed.Five factors that affect the consumption of luxury goods were extracted,which are personal motivation,social motivation,perceived risk,perceived benefit and perceived loss.The results provide a theoretical basis for the in-depth understanding of the consumer and the luxury network marketing and were helpful for the government to manage the luxury goods trade.
引文
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[6]GI ASER B G,STRAUSS A L.The discovery of grounded theory:Strategies for qualitative research[M].Chicago:Aldine Publishing Company,1967.
[7]郭玉霞.质性研究资料分析:Nviv08活用宝典[M].台北:高等教育出版社,2009:3,42.
[2]荆林波.中国商业发展报告(2013~2014)[M].北京:社会科学文献出版社,2014:241.
[3]商务部.2015年中国消费市场发展报告[R].社会科学研究院.北京,2015.
[4]PATTON M Q.Qualitative evaluation and research methods[M].Newbury Park:Sage Publications,1990:169.
[5]LINCOI N Y,GUBA E.Naturalistic inquiry[M].New York:Sage Publications,1985:124-127.
[6]GI ASER B G,STRAUSS A L.The discovery of grounded theory:Strategies for qualitative research[M].Chicago:Aldine Publishing Company,1967.
[7]郭玉霞.质性研究资料分析:Nviv08活用宝典[M].台北:高等教育出版社,2009:3,42.