奢侈品消费特性构成维度的理论模型  

A Theoretical Model about Luxury Consumption Characteristic and its Dimensions

作　　者：卢长宝[1,2] 秦琪霞[1] 林颖莹[1] 

机构地区：[1]福州大学管理学院,福州350108 [2]复旦大学管理学院,上海200433

出　　处：《管理评论》2013年第5期123-135,共13页Management Review

基　　金：国家自然科学基金面上项目(71172085);教育部人文社科一般项目(10YJA630104);中国博士后科学基金面上项目(2012M510080);福建省高等学校新世纪优秀人才支持计划(JA12033S)

摘　　要：奢侈品消费特性是对奢侈品消费所包含的社会比较意义及由此产生的心理效应的总结,包含了"稀缺性、象征性、炫耀性、攀比性与享乐性"五个维度。稀缺性反映了奢侈品高品质、排他性及小众化消费趋势,象征性说明了奢侈品可成为体现财富、地位的社会比较标准,炫耀性显示了奢侈品在低阶层地位升级及高阶层自我强化方面的价值,攀比性彰显了奢侈品对促进自我进步、维护自尊的作用,而享乐性则是个体有关奢侈品功能和社会价值的综合体验。从比较的发生机制来看,这些特性可分为功能性、社会性和个体性三个层级。功能和社会性层级的关系(2S-2C模型)揭示了稀缺性与象征性是消费特性的基本维度,其中稀缺性是象征性形成的基础,而攀比性与炫耀性则可看作是象征性的延伸。从五维度内在关系来看,奢侈品消费包含了不同的心理倾向。HCSCS模型可作为针对不同人群开展目标营销的分析框架,对理解奢侈品消费动机的多元性及内在统一性有重要帮助。Luxury consumption characteristics reflect the notion and psychological effects of social comparison in luxury consumption, and it can be divided into five dimensions： scarcity, symbolization, conspicuousness, comparison and hedonism. Scarcity reflects the needs and wants of the niche market. Symbolization means luxury can be a social comparison standard as same as wealth and status. Conspicuousness includes motives such as status-upgrading of lower class and self-reinforcing of higher class. Comparison is very important in promoting self-progress and maintaining self-esteem. Hedonism is the comprehensive experiences of individuals about function and social value of luxuries. From the perspective of social comparison, these five dimensions can be divided into three hierarchies： function, sociality and individuality hierarchy. The relationship between function hierarchy and sociality hierarchy （2S-2C model） reveals that scarcity is served for symbolization, and comparison and conspicuous consumption can be looked upon as two extensive behaviors of symbolization consumption or as a description of potential market behaviors. From the perspective of relationships among these five dimensions, luxury consumption includes different expectations. Thus, HCSCS model can be regarded as an analysis framework to aim at different consumer groups, and is a great help to understanding the diversity of the luxury consumer motivation and internal consistency exactly.

关 键 词：奢侈品 消费特性 构成维度 2S-2C模型 HCSCS模型 

分 类 号：F723[经济管理—市场营销] F224[经济管理—产业经济]