利用口红效应分析新冠肺炎对清远市家庭小型奢侈品消费的影响  

The lipstick effect was used to analyze the impact of the new crown pneumonia on the consumption of small luxury goods by households in Qingyuan City

作　　者：黄嘉琪 Jan Lorenzo G.Alegado Huang Jiaqi;Jan Lorenzo GAlegado(Qingyuan Polytechnic,Guangdong Qingyuan,511510;University of San Carlos,Philippines Cebu,6000)

机构地区：[1]清远职业技术学院,广东清远511510 [2]圣卡洛斯大学经济系,菲律宾宿务6000

出　　处：《经济与管理战略研究》2024年第4期12-14,共3页

摘　　要：新冠肺炎大流行以意想不到的方式改变了全球人们的生活方式和消费习惯。同样,由于疫情,中国消费者的购物习惯也发生了变化。中国正在成为最重要的奢侈品市场之一。中国对奢侈品需求的快速增长正在帮助娱乐和化妆品行业。尽管中国对奢侈品行业的兴趣正在增长,但关于新冠肺炎对家庭使用“口红效应”消费小型奢侈品的影响的研究很少。有人认为,“口红效应”可以解释在大流行之前和期间观察到的家庭用品消费模式的变化。口红效应表明,随着顾客收入的下降,他们会放弃购买他们再也买不起的大宗奢侈品,转而购买较轻的奢侈品。本研究的目的是确定口红效应是否因新冠肺炎大流行而在中国广东省清远市地区的选定家庭消费区发生。本研究采用定量研究设计。使用家庭调查问卷从384个家庭的样本中收集了相关数据。研究结果发现,有证据表明口红在疫情期间对家庭娱乐和化妆品消费产生了影响。在新冠肺炎大流行期间,这两种商品处于劣势,支出份额的收入弹性变得不那么缺乏弹性。口红效应可用于预测或监测经济衰退,因为这些表现出口红效应的商品在经济衰退期间具有弹性。反过来,这些行业是经济衰退或健康危机期间的增长来源。The pandemic has changed the way people around the world live and consume in unexpected ways.Similarly,the shopping habits of Chinese consumers have changed due to the pandemic.China is becoming one of the most important markets for luxury goods.The rapid growth of demand for luxury goods in China is helping the entertainment and cosmetics industries.Although interest in the luxury sector is growing in China,there is little research on the impact of COVID on the"lipstick effect"of household consumption of small luxury goods.It has been suggested that the"lipstick effect"could explain the changes in household goods consumption patterns observed before and during the pandemic.The lipstick effect suggests that as customers'incomes decline,they will abandon buying large luxury items that they can no longer afford in favor of lighter luxury items.The purpose of this study is to determine whether the lipstick effect is occurring in selected household consumption areas in the Qingyuan City area of Guangdong Province,China due to the COVID-19 pandemic.A quantitative study design was used in this study.Data were collected from a sample of 384 households using a household questionnaire.The findings found evidence that lipstick had an impact on home entertainment and cosmetics consumption during the pandemic.During the pandemic,both commodities were at a disadvantage,and the income elasticity of the share of spending became less inelastic.The lipstick effect can be used to predict or monitor a recession because these commodities that exhibit a red export effect are resilient during a recession.These industries,in turn,are a source of growth during recessions or health crises.

关 键 词：COVID-19 小型奢侈品 口红效果 恩格尔曲线 

分 类 号：F42[经济管理—产业经济]