传统价值观对奢侈品购买动机的影响研究  

The Influence of Chinese Values on Luxury Purchasing Motivation

作　　者：颜爱民[1] 陈思[1] 程园园[1] 

机构地区：[1]中南大学商学院

出　　处：《管理学报》2009年第6期812-817,共6页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70772042);湖南省软科学基金资助项目(05ZK3007)

摘　　要：通过自制量表对消费者传统价值观与奢侈品购买动机之间的关系进行实证研究。结果表明:重财好名、尊重权威、宽容平和3类价值观倾向对社会导向的奢侈品购买动机有显著的影响;重责顾家、朴实稳健2类价值观倾向对个人导向的奢侈品购买动机有显著的影响;无欲无争价值观倾向对2种导向的奢侈品购买动机均无显著的影响。The relationship between Chinese Values and Luxury Purchasing Motivation is studied by applying self-made ＂Chinese Values Questionnaire＂ and ＂Luxury Purchasing Motivation Questionnaire＂. The results reveal that the values tendencies of preference for reputation and property, respect for authority and toleration and moderation have remarkable impact on the social-oriented luxury Purchasing Motivation. The values tendencies of responsible and family-oriented and plain and robust have remarkable impact on individual-oriented luxury Purchasing Motivation. The values tendencies of no-desire have no significant impact on the social-oriented or individual-oriented luxury consumption motivation.

关 键 词：传统价值观 奢侈品 购买动机 

分 类 号：C93[经济管理—管理学]