品牌建设背景下的奢侈品消费动机分析  

Analysis of Luxury Consumption Motives in the Context of Branding

作　　者：尹晓龙 杨艳丽[2] Kim Hyungjun YIN Xiaolong;YANG Yanli;Kim Hyungjun(Qingdao Vocational and Technical College of Hotel Management Qingdao,Shandong 266100;Ludong University Yantai,Shandong 264025;Chungnam National University Daejeon,South Korea 34134)

机构地区：[1]青岛酒店管理职业技术学院,山东青岛266100 [2]鲁东大学,山东烟台264025 [3]Chungnam National University,韩国大田34134

出　　处：《中国商论》2023年第18期97-100,共4页China Journal of Commerce

基　　金：2022年山东省人文社会科学课题阶段性成果(2022-ZXWL-14);The Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2022S1A5A2A030531601231482092640102)。

摘　　要：中国品牌建设的新征程已经开启,本文从自我构念视角重构了高附加值奢侈品市场的消费动机体系,从自我构念理论视角,消费动机可分为社会导向动机、个人导向动机及兼具社会和个人导向特征的自我表达动机。实证结果显示,动机在不同世代间存在变化,千禧一代与老一代相比,社会导向动机呈下降趋势,而自我表达和个人导向动机有所上升,以期为国内企业的品牌建设及制定国际竞争战略提供理论依据。The new journey of branding in China has begun.This paper reconstructs the consumption motives system of the high-value-added luxury market from the perspective of self-construal concepts.From the perspective of self-construal concepts,consumption motives can be divided into socially oriented motive,individually oriented motive,and self-expression motive which is both socially and individually oriented.The empirical results show that motives vary between generations,with the socially oriented motive declining and the self-expression and personally oriented motive increasing in the millennials compared with the older generations,to provide a theoretical basis for the branding of domestic enterprises and the formulation of international competition strategies.

关 键 词：购买意愿 奢侈品牌 世代 消费动机 自我构念理念 

分 类 号：F063.2[经济管理—政治经济学]