女性奢侈品消费动机研究.doc

女性消费者奢侈品消费动机研究 【摘要】 奢侈品作为一类特殊的商品，具有其独特的特征，也一直成为学者们研究的热点。奢侈品消费动机的探索是其中一块重要的内容，它是基于不同文化背景、不同地域特征、不同产品的消费习惯而成的。现有的研究大多数是以耐用消费品为代表的奢侈品消费动机研究，实际上，快速消费品类的奢侈品占有比较大的比例，并且与耐用消费品类奢侈品的消费动机存在一定的差异性。女性消费者对于奢侈品消费的个人导向性动机相比男性更为明显，具体体现在对品质的追求和自我取悦两个动机上。从女性消费者角度研究快速消费品类奢侈品的消费动机，界定了品牌选择、感知价值、自我结构和人口统计变量作为影响奢侈品消费动机的主要研究变量，提出快速消费品类奢侈品消费动机研究模型并进行实证分析。本文从女性消费者对于奢侈品的消费动机角度进行了比较深入的分析研究。 【关键词】 女性 消费者 奢侈品 消费动机 【Abstract】 Luxury as a kind of special commodity， has its unique characteristics， but also has become the focus of scholars. Luxury consumption motives of exploration is one of important content， it is based on the different cultural background， different geographical features， different product consumption habits and become. The existing research is mostly to durable consumer goods as the representative of the luxury consumption motives of study， in fact， fast moving consumer goods luxury occupies a relatively large proportion of durable consumer goods， and luxury consumption motives exist some differences. The female consumers for luxury consumption individual oriented motives compared to males are more obvious， embodied in the pursuit of quality and self pleasuring two motivation. From the angle of female consumers of fast moving consumer goods luxury consumption motives， defining the brand choice， perceived value， self structure and demographic variables as an influence on luxury consumption motives of main research variables， puts forward the fast moving consumer goods luxury consumption motives of study model and empirical analysis. This article from the female consumers for luxury consumption motives angle undertook comparative thorough analysis research. 【keyword】 Female sex Consumer Luxury goods Motivation of consumption  引 言： 随着中国经济快速稳步的发展，居民收入水平的大幅增长，以及消费水平的不断提高，中国的富裕人群快速涌现，人们消费态度与改革开放前相比有较大转变，中国开始出现奢侈品消费热潮，将成为最具潜力的奢侈品消费大国。与成熟的西方奢侈品市场相比，我国奢侈品消费市场有其独特性。因此研究中国奢侈品消费市场，分析目前非理性奢侈消费风潮有着重要的现实意义。根据世界奢侈品协会近日在北京举行的官方大典上发布数据显示，截止2011年底，中国奢侈品市场年消费总额已经达到126亿美元（不包括私人飞机、游艇与豪华车），占据全球