理性消费与炫耀心理对轻奢品牌购买意愿的研究
study on the purchase intention of affordable luxury brands with rational consumption and display psychology
本文以轻奢侈品牌为研究背景，探讨了理性消费和炫耀性消费的文化、心理及社会三种驱动因素与消费者购买意愿之间的关系。通过SPSS17.0对假设进行初步检验，使用PLS统计软件进行进一步分析并建立结构方程模型。结果显示面子得失、追求独特和身份认同对轻奢品牌购买意愿有正向影响。理性消费与轻奢品牌购买意愿有正向影响。
Based on the background of affordable luxury brand, this paper discusses the relationship among the three factors of culture, psychology and society, which are rational consumption and conspicuous consumption. Check the hypothesis by statistical tool SPSS17.0. The results show that face gain and loss, the pursuit of uniqueness, identity and affordable luxury brand purchase will have a positive impact. Rational consumption has a positive impact on light luxury brand purchase intention.
王秀宏、孙静
贸易经济经济计划、经济管理
理性消费轻奢炫耀面子身份认同追求独特
rational consumptionaffordable luxuryshow psychologicalfaceidentitypursuit unique
王秀宏,孙静.理性消费与炫耀心理对轻奢品牌购买意愿的研究[EB/OL].(2017-05-04)[2025-08-03].http://www.paper.edu.cn/releasepaper/content/201705-319.点此复制
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