摘要
奢侈品具有的象征价值和符号价值使奢侈品牌消费中社会因素的影响尤其显著。以427位路易威登消费者为样本,实证分析奢侈品牌消费中参照群体影响、奢侈品牌购买价值与消费者忠诚的关系。研究表明,参照群体的3类影响(推荐意愿、品牌知识和重购意愿)对消费者忠诚均有显著正向影响,信息性影响和价值表达性影响对奢侈品牌社会导向和个人导向购买价值有正向影响,但功利性影响只对社会导向购买价值有正向影响。中介效应检验结果表明,奢侈品牌购买价值对参照群体影响与消费者忠诚存在部分或完全中介过程。该结论对于奢侈品行业具有重要的管理意义,验证了在奢侈品牌消费中参照群体影响是消费者奢侈品牌忠诚的关键影响因素,揭示了消费者感知的奢侈品牌购买价值对重购和口碑营销具有重要意义。
Luxury provides the symbols of social status, so reference group influence on consumption of luxury is particularly significant. Using 427 consumers of LV as samples, reference group influence on luxury-brand loyalty and the estimation of mediating effect are discussed. The empirical study shows that reference group influence is positively correlated with luxury-brand loyalty. Both informational and value-expressive reference group influence have significant positive effect on social-oriented and personal-oriented purchase value, whereas utilitarian reference group influence only has significant positive effect on social-oriented purchase value. The purchase value of luxury-brand was tested of having partial or full mediating effects on reference group influence and luxury-brand loyalty. Results show managerial meaning for the luxury industry, it supports that reference group influence is an important factor for brand loyalty, and the purchase value perceived by consumers has strong effect on consumer＇s repurchase intention and word-of-mouth intention.
出处
《管理科学》
CSSCI
北大核心
2009年第5期81-91,共11页
Journal of Management Science
基金
国家自然科学基金(70672022)~~
