导　　师： 施卓敏

学科专业： L02

授予学位： 硕士

作　　者： ;

机构地区： 中山大学

摘　　要： 随着奢侈品市场的快速发展，对奢侈品消费的研究成为了学术界关注的热点。各国学者从90年代起就奢侈品的态度、品牌文化和消费动机展开了研究，但尚未有学者从跨文化角度比较分析中西方“80”后消费者的奢侈品消费动机和消费行为差异。本研究对中西方“80”后的消费动机进行了实证比较研究，具有积极的现实意义。　　 本文首先回顾了奢侈品理论研究现状，在学者们提出的奢侈品消费动机的基础上，通过对中西方“80”后的深入访谈，提出了“80”后奢侈品消费的四大社会性动机(炫耀、领先、从众、社交)和四大个人性动机(追求品质精致、自我享乐、自我赠礼和表现内在自我)的分析框架，并通过独立样本T检验的方法，就中西方“80”后的消费动机进行了比较研究，发现中国“80”后的炫耀动机、领先动机、从众动机、社交动机、自我享乐、自我赠礼动机比西方“80”后显著。而西方“80”后的追求品质精致动机和表现内在自我动机比中国“80”后显著。中国“80”后的三大消费动机分别为：自我享乐、追求品质和领先动机;西方“80”后的三大消费动机分别为：追求品质、表现内在自我和自我享乐。无论是中国“80”后还是西方“80”后相对于社会性消费动机而言，更重视个人性消费动机。　　 这些研究发现为今后的中西方奢侈品消费者的消费行为研究提供了研究思路，并为奢侈品企业的营销战略提供了参考和借鉴。 With the fast development of luxury industry in China, luxury consumption has been a hot topic in recent academic world.Since the 1990s, Academicians from all over the world began to study the consumer attitude ,brand culture,consumer motivations toward luxury goods,but academicians didn’t compare the consumer motivations of post 80s toward luxury goods from the angle of Cross Culture Study. The study of comparing the comsumer motivations of Post 80s toward luxury goods between China and the West is necessary and of great significance. After a delicate literature review and focus group discussion, based on consumer characteristics of Post 80s between China and the West, this paper introduces eight major luxury consumer motivations in two general consumer motivations:interdepen- dent-self/(Conspicuous,Snob,Band-wagon and Social/) and independent self/(Quality Assurance,Self-directed Pleasure,Self-gift Giving and Congruity with inner self/) con- sumer motivations. With the help of survey and relevant statistic software,The paper revealed that Conspicuous motivation,Snob motivation,Bandwagon motivation , Self- -directed Pleasure motivation,Self-gift Giving motivation of Chinese Post 80s is more significant than Western Post 80s,and The Quality Assurance motivation and Congruity with inner self motivation of Western Post 80s is more noticeable than Chinese Post 80s.Both Chinese Post 80s and Western Post 80s attach more importance to independent self motivations than interdependent-self motivations. The study provided a method for profound study on consumer behavior research toward luxury goods and give some useful practice value to the Luxury company.

关 键 词： 奢侈品 消费动机 后

领　　域： [经济管理—市场营销] [经济管理—产业经济]