奢侈品购买渠道选择动因模型的实证研究  

Empirical study on selection motivation model of luxury purchasing channel

作　　者：李艺[1] 王力立[1] 

机构地区：[1]沈阳工业大学管理学院,沈阳110870

出　　处：《沈阳工业大学学报（社会科学版）》2015年第5期449-457,共9页Journal of Shenyang University of Technology(Social Sciences)

基　　金：国家自然科学基金项目(70302162);教育部人文社会科学青年基金项目(13YJC630096);百项课题助推辽宁全面改革发展调研课题(2014lslqnzddykt-03)

摘　　要：在多种商品不断涌入网络销售的今天,作为高端市场代表的奢侈品也试图借助网络渠道进行销售,然而销售情况不甚理想,是独有的高品质特征还是消费者心理因素造成了这种结果有待探究。着重分析奢侈品购买渠道选择的动机和影响因素,构建奢侈品购买渠道选择动因模型,通过调研得到结论:求廉动机和渠道可靠性动机是消费者选择奢侈品购买渠道的主要考虑;消费者的个性特征影响其奢侈品购买渠道的选择。企业和顾客刺激不仅影响消费者奢侈品购买渠道的选择,而且对个性特征和奢侈品购买渠道选择动机的关系具有调节作用。本研究对经营奢侈品的企业开展电子商务活动,建设奢侈品网络销售渠道具有重要指导意义。As many goods are pouring into the network marketing,luxury goods as the representative of high-end market are also being tried to sell on the network channel but the sales results are not ideal. It needs to be researched whether due to the unique high quality characteristics or due to the psychological factors of consumer. Starting from analysis on the motivation and influencing factors of channel selection of luxury purchasing,a motivation model is established for channel selection of luxury purchasing. Through the research of buyers,the conclusions are as follows. The motivations of seeking lower prices and higher reliability are the major considerations of channel selection of luxury purchasing. Personal characteristics have significant influence on channel selection of luxury purchasing. Stimuli from enterprises and other customers not only affect the channel selection of luxury purchasing of consumers, but also have a regulatory effect on the relationship between personal characteristics and channel selection. This research has guiding significance for luxury companies to carry out e-commerce activities and to build internet marketing channel of luxury goods.

关 键 词：奢侈品 个性特征 求廉动机 渠道可靠性动机 外界刺激 动因模型 

分 类 号：F274[经济管理—企业管理]