品牌熟悉度与炫耀性倾向对消费者购买意向的影响研究

Effect of Brand Familiarity and Conspicuous Consumption Tendency on Consumers' Purchase Intention

基于Marcoux等的研究对消费者炫耀倾向进行区分,结合品牌熟悉度分析二者对消费者炫耀性产品购买意向的影响。结果显示,低品牌熟悉度及炫耀性消费倾向高的消费者,炫耀性产品购买意向更高。品牌熟悉度与炫耀性消费倾向存在交互作用,低炫耀性消费者低品牌熟悉度下炫耀性产品购买意向更高,而高炫耀性消费者不同品牌熟悉度下炫耀性产品购买意向无显著差异。

Based on the conspicuous consumption dimensions, this paper examines the effect of brand familiarity and consumers＇ conspicuous consumption tendency on their purchase intention toward conspicuous products. As the results show, consumers have higher purchase intention in low-familiarity and high-tendency consumers. There is also an interaction effect. Low-tendency consumers have higher purchase intention for conspicuous products in low-familiarity, while there is no significant effect for high-tendency consumers.