高端数码产品奢侈性群体感知研究  

Research on Group Awareness in the Luxury Groups of High- end Digital Products

作　　者：袁安府[1] 黄佳[1] 邵燕梅[1] 

机构地区：[1]浙江工商大学工商管理学院,杭州310018

出　　处：《商业研究》2013年第9期79-85,共7页Commercial Research

基　　金：浙江省自然科学基金项目;项目编号:Y6110116;浙商研究中心基地课题;项目编号:11JDZS01YB

摘　　要：为了研究不同同龄群体对高端数码产品奢侈性感知的差异,本文搜集了283个关于消费者对高端数码产品的奢侈性感知等级,以及价格弹性与购买动机的数据样本,结果表明,不同的同龄群体对高端数码产品的奢侈感知存在显著差异;被认为是必需品的高端数码产品相对缺乏价格弹性,而被认为是奢侈品的高端数码产品在产品涨价后更容易被放弃消费;不同的同龄群体购买高端数码产品的动机各不相同,购买行为会降低消费者对高端数码产品的奢侈性感知。To investigate the differences of group luxury awareness of high - end digital products, a total of 283 question- naires about the consumer＇s luxury perception, price elasticity and purchasing motivation towards high -end digital prod- ucts were collected. The results showed that there were significant differences among various ages in their luxury percep- tions of high - end digital products; digital products considered to be necessity were relative lack of elasticity, however, those considered to be luxury were easily to be abandoned by customers when their prices rise, which means that they have high price elasticity; different ages had different motivations for buying goods which were considered to be luxury, and finally, the purchasing behavior will lower consumer＇s perception in the luxury of high -end digital products.

关 键 词：群体感知 购买动机 奢侈 数码产品 

分 类 号：F063.2[经济管理—政治经济学]