奢侈品消费中的非炫耀性消费倾向研究
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摘要
随着我国奢侈品消费市场的迅速发展和不断成熟,越来越多的奢侈品消费者开始表现出理性、低调的消费倾向,不以炫耀为目的的奢侈品消费行为日趋普遍。针对奢侈品消费中的非炫耀消费倾向开展研究,基于自我建构和文化资本等相关理论,分析了收入、职业、教育程度等能够体现消费者社会经济地位的变量与非炫耀消费倾向之间的关系,进一步从追求生活品质、认同品牌文化、归属内群体、规避风险等角度分析了非炫耀消费倾向的内在动因。采用调查法收集数据,证实了非炫耀消费倾向在我国奢侈品消费者中确实普遍存在,揭示了这类消费人群的典型特征和心理动因,并对研究结果的理论意义和管理启示进行了归纳和总结。
With the rapid development and continuous maturity of the luxury consumption market in China,more and more luxury consumers begin to show a rational and low-key consumption tendency.Luxury consumption behaviors without the purpose of showing off are becoming increasingly common.On basis of the theories of self-construction and cultural capital,the relationship between variables that reflect the characteristics of consumers'socioeconomic status,such as income,occupation and education level,and the inconspicuous consumption tendency is studied.The internal motivations of inconspicuous consumption tendency are analyzed from the perspectives of the pursuit of life quality,the identification of brand culture,the in-group belonging and the risk aversion.With data collected through survey methods, the prevalence of inconspicuous consumption tendency in China is verified and the typical demographic characteristics and psychological motivation of consumers are revealed.Theoretical significance and managerial implications of the research results are summarized.
With the rapid development and continuous maturity of the luxury consumption market in China,more and more luxury consumers begin to show a rational and low-key consumption tendency.Luxury consumption behaviors without the purpose of showing off are becoming increasingly common.On basis of the theories of self-construction and cultural capital,the relationship between variables that reflect the characteristics of consumers'socioeconomic status,such as income,occupation and education level,and the inconspicuous consumption tendency is studied.The internal motivations of inconspicuous consumption tendency are analyzed from the perspectives of the pursuit of life quality,the identification of brand culture,the in-group belonging and the risk aversion.With data collected through survey methods, the prevalence of inconspicuous consumption tendency in China is verified and the typical demographic characteristics and psychological motivation of consumers are revealed.Theoretical significance and managerial implications of the research results are summarized.
引文
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[27]王海忠,秦深,刘笛.奢侈品品牌标识显著度决策:张扬还是低调---自用和送礼情形下品牌标识显著度对购买意愿的影响机制比较[J].中国工业经济,2012(11):148-160.
[28]Chernev A,Hamilton R,Gal D.Competing for Consumer Identity:Limits to Self-expression and the Perils of Lifestyle Branding.[J].Journal of Marketing,2011,75(3):66-82.
[29]Berthon P,Pitt L,Parent M,et al.Aesthetics and Ephemerality:Observing and Preserving the Luxury Brand[J].California Management Review,2009,52(1):45-66.
[30]李飞,贺曦鸣,胡赛全,等.奢侈品品牌的形成和成长机理---基于欧洲150年以上历史顶级奢侈品品牌的多案例研究[J].南开管理评论,2015,18(6):60-70.
[2]Han Y J,Nunes J C,Drèze X.Signaling Status with Luxury Goods:The Role of Brand Prominence[J].Journal of Marketing,2010,74(4):1547-7185.
[3]Shukla P,Singh J,Banerjee M.They Are Not All Same:Variations in Asian Consumers'Value Perceptions of Luxury Brands[J].Marketing Letters,2015,26(3):265-278.
[4]Eckhardt G M,Belk R W,Wilson J A J.The Rise of Inconspicuous Consumption[J].Journal of Marketing Management,2015,31(7/8):807-826.
[5]Wu Zhiyan,Luo Jifeng,Schroeder J E,et al.Forms of Inconspicuous Consumption:What Drives Inconspicuous Luxury Consumption in China?[J].Marketing Theory,2017,17(4):491-516.
[6]Berger J,Ward M.Subtle Signals of Inconspicuous Consumption[J].Journal of Consumer Research,2010,37(4):555-569.
[7]Yang W,Mattila A.Why Do We Buy Luxury Experiences?Measuring Value Perceptions of Luxury Hospitality Services[J].International Journal of Contemporary Hospitality Management,2015,28(9):1848-1867.
[8]Carter T J,Gilovich T.I Am What I Do,Not What IHave:The Differential Centrality of Experiential and Material Purchases to the Self[J].Journal of Personality and Social Psychology,2012,102(6):1304-1317.
[9]Bastos W,Brucks M.How and Why Conversational Value Leads to Happiness for Experiential and Material Purchases[J].Journal of Consumer Research,2017,44(3):598-612.
[10]Zhan Lingjing,He Yanqun.Understanding Luxury Consumption in China:Consumer Perceptions of Bestknown Brands[J].Journal of Business Research,2012,65(10):1452-1460.
[11]杜伟宇,许伟清.中国情境下权力对炫耀性产品购买意愿的影响:面子意识的中介效应[J].南开管理评论,2014,17(5):83-90.
[12]卢长宝,秦琪霞,林颖莹.奢侈品消费特性构成维度的理论模型[J].管理评论,2013,25(5):123-135.
[13]唐欢庆,刘飞.炫耀背后:“非炫耀性消费”研究[J].中国青年研究,2006(7):31-35.
[14]Kastanakis M N,Balabanis G.Between the Mass and the Class:Antecedents of the“Bandwagon”Luxury Consumption Behavior[J].Journal of Business Research,2012,65(10):1399-1407.
[15]Kastanakis M N,Balabanis G.Explaining Variation in Conspicuous Luxury Consumption:An Individual Differences'Perspective[J].Journal of Business Research,2014,67(10):2147-2154.
[16]Kim E,Ratneshwar S,Roesler E,et al.Attention to Social Comparison Information and Brand Avoidance Behaviors[J].Marketing Letters,2016,27(2):259-271.
[17]Berger J,Heath C.Who Drives Divergence?Identity Signaling,Outgroup Dissimilarity,and the Abandonment of Cultural Tastes[J].Journal of Personality&Social Psychology,2008,95(3):593-607.
[18]肖日葵,仇立平.“文化资本”与阶层认同[J].国家行政学院学报,2016(6):59-64.
[19]仇立平,肖日葵.文化资本与社会地位获得---基于上海市的实证研究[J].中国社会科学,2011(6):121-135.
[20]孙怡,李杰,孙立本.奢侈品市场中社会阶层与炫耀性消费的关系[J].珞珈管理评论,2017,13(1):132-145.
[21]Stokburger-sauer N,Ratneshwar S,Sen S.Drivers of Consumer-brand Identification[J].International Journal of Research in Marketing,2012,29(4):406-418.
[22]Ctlin M C,Andreea P.Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle[J].Procedia-social and Behavioral Sciences,2014,109(2):103-107.
[23]叶生洪,谷穗子,谢仕展.社会圈子、面子意识对自我-品牌联结的调节作用[J].中南财经政法大学学报,2015(3):139-147.
[24]李春玲.当代中国社会的声望分层---职业声望与社会经济地位指数测量[J].社会学研究,2005(2):74-102.
[25]Zhou Ling,Wang Tao,Zhang Qin,et al.Consumer Insecurity and Preference for Nostalgic Products:Evidence from China.[J].Journal of Business Research,2013,66(12):2406-2411.
[26]Chaudhuri H R,Mazumdar S,Ghoshal A.Conspicuous Consumption Orientation:Conceptualisation,Scale Development and Validation[J].Journal of Consumer Behaviour,2011,10(4):216-224.
[27]王海忠,秦深,刘笛.奢侈品品牌标识显著度决策:张扬还是低调---自用和送礼情形下品牌标识显著度对购买意愿的影响机制比较[J].中国工业经济,2012(11):148-160.
[28]Chernev A,Hamilton R,Gal D.Competing for Consumer Identity:Limits to Self-expression and the Perils of Lifestyle Branding.[J].Journal of Marketing,2011,75(3):66-82.
[29]Berthon P,Pitt L,Parent M,et al.Aesthetics and Ephemerality:Observing and Preserving the Luxury Brand[J].California Management Review,2009,52(1):45-66.
[30]李飞,贺曦鸣,胡赛全,等.奢侈品品牌的形成和成长机理---基于欧洲150年以上历史顶级奢侈品品牌的多案例研究[J].南开管理评论,2015,18(6):60-70.