奢侈品品牌标识显著度决策:张扬还是低调——自用和送礼情形下品牌标识显著度对购买意愿的影响机制比较

Decision-making for Brand Prominence of Luxury Goods: High-profile or Low-profile

在各大奢侈品厂商竞相开拓中国奢侈品市场之际,研究如何抓住中国消费者对奢侈品品牌标识显著度的偏好,具有非常重要的理论和实践意义。已有研究认为,中国消费者普遍喜欢张扬、显眼的奢侈品品牌标识。本文认为,人们对奢侈品品牌显著度的偏好要根据购买动机(自用还是送礼)和消费者特质(自我监控)来决定。本文通过两个研究,得到比前人更深入和更丰富的结论。①当购买奢侈品自用时,对于高自我监控者而言,奢侈品品牌标识越突出,人们的购买意愿越高;但对于低自我监控者而言,奢侈品品牌标识越突出,人们的购买意愿反而越低。②当购买奢侈品用于送礼时,在不同馈赠关系下,品牌标识显著度的影响效应表现出差异。当送礼者与受礼者之间为共有关系(或亲近关系)时,高自我监控者偏爱品牌标识显著度高的产品,而低自我监控者偏爱品牌标识显著度低的奢侈品。只有当送礼者—受礼者之间为交换关系时,无论是高自我监控者还是低自我监控者,人们才更偏向于购买品牌标识显著度高的奢侈品。本文在理论上首次得出结论,认为不能简单得出中国消费者偏好大还是小的奢侈品品牌标识,而要根据购买用途(自用还是送礼,以及送礼者—受礼者关系类型)、购买者自我监控水平,才能说明人们是偏好于喜欢大还是小的品牌标识。本文研究结论对于奢侈品厂商根据购买者心理特质的细分营销、商务市场的客户关系管理、奢侈品零售终端营销、产品系列化等战略,均具有重要的战略借鉴价值。

When the international luxury brands compete with each other to explore Chinese market, it has great significance in theory and practice to study the purchase preference of Chinese consumer to luxury goods. According to the existing research, Chinese consumer will buy luxury goods out of the motivation of ＇Face＇, ＇Showing-off＇, ＇Status＇ and so on. As a result, it is a widely believed that Chinese consumer are likely to choose luxury goods with a high-key or conspicuous logo. However, this research proposes that the preference for brand prominence of luxury goods depends on purchase motivation （self-use or gift-giving） and the characteristics of consumers （self-monitoring）. In study 1, when buying luxury goods for self use, the more prominent the logo is, the higher purchase intension is for high self-monitoring consumers; The more prominent the logo is, the lower purchase intension is for low self-monitoring consumers. In study 2, when buying luxury goods for giving a gift, the influence of brand prominence is different when in different relationship. For common relationship （or close relationship）, the result is the same with study 1. While for exchange relationship, whether high or low self- monitoring, consumers will prefer loud band prominence. This research comes to a conclusion that purpose of purchase （self-use or gift-giving, common or exchange relationship）, level of self-monitoring should take into consider when analyzing consumers＇ preference for brand prominence. It is valuable for a lot of marketing activities such as segmenting markets by consumers＇ mental traits, customer relationship of business marketing, retail terminal marketing of luxury goods and strategies for product series.