基于态度功能与消费者民族中心理论的中国奢侈品市场研究

A Study on Chinese Luxury Brand Market under Attitude Function and Consumer Ethnocentrism Theory

本文剖析了年轻一代在社会认同功能态度、消费者民族中心主义(CET)与国际奢侈品牌购买意愿三者之间的关系以及CET的调节效应在新老世代间的差异。结果显示,千禧一代的社会调节态度功能和价值表达态度功能均对购买意愿呈现出显著影响;CET对购买意愿的直接负向影响较低,但对社会调节态度功能与购买意愿间的正向影响仍存在弱化效应,而在价值表达态度功能与购买意愿间未检验出相应调节效应。相反,老一代的CET在两种功能态度对购买意愿的影响中均验证了具有负向的调节效应。品牌是实现高质量发展的重要象征,分析庞大的中国奢侈品牌市场,能够为国内企业实施品牌战略提供理论性依据。

This study analyzes the relationship among the younger generation’s social-identity attitude function,consumer ethnocentrism(CET)and their purchase intention of global luxury brands,and differences in the moderating effect of CET between millennials and the older generation.The results show that the social-adjustment and valueexpression attitude functions of millennials contribute a significant positive impact to purchase intention.CET has a low direct negative impact on purchase intention,but has a weakening effect on the positive influence that social-adjustment attitude function on purchase intention.However,the moderating effect has not been verified in the influence between value-expression attitude function and purchase intention.On the contrary,a negative effect of the CET in the influence of the two attitude functions on purchase intention has been verified among the older generation.Brand is an important symbol of high-quality development,therefore,the results of this study analyzing the huge Chinese luxury brand market may provide a theoretical basis for Chinese enterprises to formulate brand strategies.