基于补偿性消费心理的皮具奢侈品消费行为分析  

Analysis of Luxury Leather Goods Consumption Behavior Based on Compensatory Consumption Psychology

作　　者：杨思佳 YANG Si-jia(Xi'an Aeronautical Polytechnic Institute,Xi'an 710089,China)

机构地区：[1]西安航空职业技术学院,陕西西安710089

出　　处：《中国皮革》2022年第10期150-152,共3页China Leather

基　　金：辽宁省社会科学基金2018年自选项目(L18DKS004)。

摘　　要：为了探索现代社会消费者对皮具奢侈品的消费驱动因素,本文从补偿性消费心理的研究视角,采用文献分析法和现状分析法,分析我国消费者基于不同购买决策的消费行为。研究发现,皮具奢侈品具有品质优势、品牌效应和象征意义等特征,消费者对皮具奢侈品的补偿性消费主要来源于其自尊缺失、控制感缺失和归属感缺失的心理劣势,购买皮具奢侈品能让其达到物质消费和精神满足的心理平衡。为了构建一个正确的社会消费价值观,营造健康积极的消费氛围,本文提出了若干建议,以提供可操作的解决方案。In order to explore the driving factors of consumers’ consumption of luxury leather goods in modern society, this paper analyzed the consumption behavior of Chinese consumers based on different purchase decisions from the perspective of compensatory consumption psychology, using literature analysis and current situation analysis. The result indicates that luxury leather goods have the characteristics of quality advantage, brand effect and symbolic significance. Consumers’ compensatory consumption of luxury leather goods mainly comes from their psychological disadvantages of lack of self-esteem, lack of control and lack of sense of belonging. Buying luxury leather goods can make them achieve psychological balance of material consumption and spiritual satisfaction. In order to build a correct social consumption values and create a healthy and positive consumption atmosphere, some suggestions were proposed to provide operable solutions.

关 键 词：补偿性消费心理 皮具奢侈品 消费行为 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]