消费者奢侈品网购渠道接受模型意愿研究

The study on the willingness to accept the model of consumers' online luxury consumption

面对全球奢侈品行业的困境和挑战,打通线上线下是奢侈品零售的必然选择,因而有必要对消费者的奢侈品消费渠道选择进行研究。文章从消费者的角度出发,基于消费动机和顾客感知价值理论,构建奢侈品网络消费渠道接受模型,并运用结构方程模型进行实证检验。研究结果表明:感知利得和感知损失对网购奢侈品意愿的影响作用显著;个人动机在感知利得、感知损失和奢侈品网购意愿之间起到中介作用,而社会动机的中介作用并不显著。研究结果为奢侈品企业深入了解消费者渠道选择偏好,以及利用渠道营销提供了理论基础。

Faced with the dilemma and challenges of global luxury goods industry,online and offline marketing is an inevitable choice for luxury retailing. So,it＇s necessary to study consumers＇ selection of luxury goods consumption channel. From the perspective of consumers,the acceptance model of online luxury goods consumption channel was built,and structural equation model was applied for empirical test. The results show that perceived profit and perceived loss have a significant influence on online luxury goods shopping. Personal motivation has a significant mediation effect among perceived profit,perceived loss and online luxury goods shopping,while social motivation doesn＇t have a significant mediation effect. The research results provide a theoretical basis for the luxury enterprises to gain a better understanding of consumers＇ choice preferences and channel marketing.