高校大学生奢侈品消费动机的实证分析——以昆明地区为例-empirical analysis on luxury consumption motivation of college students - a case study of kunming area.docxVIP

Keywords：collegestudents;luxuryconsumption;consumptionmotives;consumptionbehavior目录第一章绪论....................................................1第一节选题背景及研究意义......................................1一、选题背景....................................................1二、研究意义....................................................1第二节研究内容和研究路径......................................3一、研究内容....................................................3二、研究路径....................................................5第三节可能存在的创新之处......................................6第二章文献综述...............................................7第一节奢侈品的文献综述........................................7一、国外研究综述................................................7二、国内研究综述................................................9三、文献述评...................................................11第二节奢侈品消费及其动机的文献综述...........................11一、奢侈品消费的文献综述........................................11二、奢侈品消费动机的文献综述.....................................14第三节大学生奢侈品消费的文献综述.............................18一、大学生消费行为研究..........................................18二、大学生奢侈品消费意愿、消费行为研究............................21三、大学生奢侈品消费动机研究.....................................22四、文献述评...................................................23第三章针对重点样本的研究设计——以昆明地区高校大学生为例................................................................24第一节初设模型和研究假设.....................................24一、研究设计...................................................24二、研究对象...................................................24三、初设模型和变量说明..........................................25四、研究假设及其依据............................................28第二节设计调查问卷...........................................30一、选择调查问卷量表............................................30二、设计调查问卷内容............................................30三、模型变量测量...............................................30第三节抽样设计...............................................31一、抽样调查方法...............................................31二、确定样本容量...............................................31第四章数据分析