摘要
随着中国改革开放的推进与经济水平的腾飞,国内奢侈品市场日新月异,特别是奢侈箱包越来越受到国内中高收入阶层的喜爱与追棒。笔者以浙江省奢侈箱包市场为例,通过问卷调查并运用SPSS进行实证分析,研究产品线索对消费者购买意愿的影响,并验证感知价值在这一过程中起到的中介效应。在实证分析基础上,验证假设并修正初始模型。以此为依据,对奢侈箱包行业在浙江地区乃至全国范围内的发展提出相关营销建议与策略。
As the reform and opening-up policy advances and economic level soars in China？ the luxurymarket in China is changing quickly. Especially？ the luxury bag is increasingly popular among the middleand high income stratums. This study takes the luxury bag market in Zhejiang province for examplequestionnaire inquiry and SPSS were applied for empirical analysis to study the relationship betweenproduct cues and consumer’s purchase intention,and verify the mediating effect of perceived value in thisprocess. On the basis of empirical analysis,this study verifies the hypothesis and modifies the initialmodel. Based on this？ this research puts forward the relevant marketing suggestions and strategies for thepromotion and development of luxury bag in China.
出处
《浙江理工大学学报（社会科学版）》
2016年第4期324-332,共9页
Journal of Zhejiang Sci-Tech University：Social Sciences
关键词
奢侈箱包
产品线索
感知价值
购买意愿
luxury bag
product cues
perceived value
purchase intention
