基于决策风格细分的独生代奢侈品购买动机研究

Research on Only A Child Generation Consumers' Luxury Goods Purchasing Motivation Based on Consumer Decision-Making style Segmentation

以消费者决策风格作为细分变量,将独生代消费者分为三个簇群,即困惑冲动型、时尚享乐型和完美忠诚型。研究发现,在奢侈品购买动机上,三个聚类簇在追求独特、自我愉悦、自我赠礼以及表现内在自我方面具有显著差异。困惑冲动型消费者追求独特的动机更为明显,时尚享乐型消费者在自我愉悦以及自我赠礼的动机上表现得更加显著,完美忠诚型消费者在表现自我动机上较困惑冲动型消费者更显著。

The Only Child Generation consumer is segmented into 3 categories based on consumer decision-making style.These 3 categories can be named as ＂confused-impulse＂,＂fashion-hedonic＂ and ＂perfect-loyal＂ separately.Confused-impulse consumers have stronger uniqueness motivation than other 2 types;fashion-hedonic consumers＇ self-pleasure and self-gift fiving motivations are significantly strong than others;express internal-self motivation of perfect-loyal customers are stronger than confused-impulse ones.