中国女性购买时尚奢侈品的消费行为研究.pdf

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1、AbstractAstudyonChinesewomen'sconsumingbehaviortowardpurchasingluxuryfashiongoodsLuxuryfashionisaboomingindustrythathasexpandedglobally,ithasseenasteadygrowthoverthepast16years(Kimetal2012)anditiscommonlybelievedtobeoneofthemostappealingandprofitableindustriesintheworld.Undoubtedly,lu

2、xuryfashionisacriticalpartofmodernfashionworldandluxuryfashionbrandingisatimelyandimportanttopic(Emond2009;KoandMegehee2012).Thestudyofluxuryconsumptionisnotanewphenomenan,butforsomecountrieslikeChina,luxurymarketisstillgrowingandmanynewbrandsareenteringthemarket.MckinseyInsightsofChi

3、namentionedthatChineseluxuryconsumptionisprojectedtogrow18%annuallyfrom2010to2015,bywhichtimeaccountingforover20%ofthegloballuxurymarket.Duringmystayinchina,I’venoticedhowobssessedChinesepeoplearewithluxuriousbrands.WithChina’sboomingeconomy,Chinainnotimewouldbecomethefirstlargestluxu

4、rymarket.TheinternationalluxurybrandsmustberunningagreatprofitwithChina’slargepopulationandtheirpositiveattitudetowardsconsumingluxurygoods.TheobjectiveofthisresearchistoexaminethefactorsthataffectChinesewomenpurchaseintentiontowardsluxurygoodsconsumption.Toexaminethesefactors,Cultura

5、linfluencessuchasConformityFaceConsumption,Uncertaintyavoidance,Collectivism,PowerdistanceandStatusconsumption.PersonalValuessuchasMaterialism,ConformityandUniquenesswillbeused.AnotherobectiveofthisdissertationistoidentifythemosteffectivestrategiesformarketerstobetterpenetratetheChine

6、semarket.Manymarketersrecognisetheneedtounderstandtheuniqueaspectsofeachcountrywithwhichtheyhopetodobusinesswith,inordertotailortheirproductsandmarketingstrategyappropriately(Solomon,1999).Solomonhasalsostatedtheimportanceofcultureinunderstandingconsumerbehaviorbystating:“Consumptionc

7、hoicessimplycannotbeunderstoodwithoutconsideringtheculturalcontextinwhichtheyaremade.Cultureisthe“lens”throughwhichpeopleviewproducts.”(p.495)IThemethodologicalapproachemployedinthisdissertationwasdescriptiveandquantitativemethod.Datawasgatheredviaasurvey.Surveyquestionnaireswasdistr

8、ibute