基于扎根理论的仿冒奢侈品消费幸福感探究  

Research on Happiness of Fake Luxury Consumption Goods Based on Grounded Theory

作　　者：陈云霞 孙弓 厉杰 王汪帅 CHEN Yunxia;SUN Gong;LI Jie;WANG Wangshua(School of Management,Shanghai University,Shanghai200444,China;Central University of Finance and Economics,Beijing100081,China;Center for Innovation and Entrepreneurship,Shanghai University,Shanghai200444,China;School of Management,Shanghai University of International Business and Economics,Shanghai201620,China)

机构地区：[1]上海大学管理学院,上海200444 [2]中央财经大学,北京100081 [3]上海大学创新创业研究中心,上海200444 [4]上海对外经贸大学工商管理学院,上海201620

出　　处：《上海管理科学》2018年第6期21-26,共6页Shanghai Management Science

基　　金：国家自然科学基金项目(71701122);上海市"科技创新行动计划"软科学研究领域重点项目(18692108500)

摘　　要：对非欺骗性仿冒奢侈品消费者进行深入访谈。基于扎根理论,通过对访谈文本进行三级编码得到5个主范畴及15个副范畴,发现消费者在消费全过程中存在消费幸福感前后感知差异。通过8条路径建构发现差异主要受个体特质、产品特质、社会情境、个体感知四大因素的影响,其中社会情境为影响幸福感差异的主要因素,在前期购买决策中起侧面刺激作用,在使用体验中起重要调节作用。This paper conducts an in-depth interview on the non-deceptive counterfeit luxury consumers.Base on the grounded theory,this paper gets5axial coding and15categories,consumers have different perceptions of con-sumption happiness in the whole process of consumption through the extraction,analysis and summary of the in-terview text.Through multi-path construction,we find that differences are mainly influenced by four factors:product characteristics,individual characteristics,social situational factors and psychological factors;Among them,social situations are the main factors that affect happiness differences,which play a lateral role in early purchase de-cisions,and play an important role in adjusting the use experience.

关 键 词：仿冒奢侈品 扎根理论 消费幸福感 

分 类 号：F76[经济管理—产业经济]