摘要
对20位中国的服饰类奢侈品消费者和相关领域专家采用深度访谈,得出了中国消费者服饰类奢侈品消费的20种动机,采取问卷方式对100位中国的服饰类奢侈品消费者进行了调查,对20种动机进行五级制打分,经由SPSS软件数理统计分析,把中国消费者的服饰类奢侈品消费归结为4大类并命名为"主动型社会性消费动机","被动型社会性消费动机","追求型个我性消费动机"和"享乐型个我性消费动机"。
Based on the intensive talks among 20 Chinese consumers of apparel luxury products and ex-perts in relative fields, this article concludes that there are 20 motivations for apparel luxury products in China, and scores in levels according to the survey among 100 Chinese consumers of apparel luxury prod-ucts. After analysis with Statistical Product and Service Solutions （SPSS）, the consumer motivation for apparel luxury products can be named as ＂active social motivation＂, ＂ ＂ ＂ personal motivation＂, ＂hedonistic personal motivation＂, passive social motivation , desirable
出处
《浙江理工大学学报（自然科学版）》
2010年第2期228-232,共5页
Journal of Zhejiang Sci-Tech University(Natural Sciences)
关键词
中国消费者
服饰类奢侈品
消费
动机
Chinese consumer
apparel luxury products
consumption
motivation
