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首页> 外文期刊>Journal of Business Research >The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption
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The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption

机译：文化价值取向对消费者对奢侈品价值的感知和奢侈品消费倾向的影响

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摘要

This paper investigates the effect of Schwartz's (1992) four cultural value orientations on the values consumers ascribe to luxury products. In response to well-documented criticisms of assessing cultural values as aggregates measured at the nation level, this study examines the effects of value orientation measured at the individual level. Using survey data from U.S. consumers, the study shows that cultural values influence consumers' perceptions of the usability, uniqueness, quality, and social luxury values. Self-enhancement and social luxury values are the key drivers of consumers' proclivity for luxury consumption. A post hoc analysis reveals four luxury consumers groups: "unconcerned," "functionalists," "moderately-eager," and "luxury-enthusiasts." People with high self-enhancement and self-transcendence values are more likely to be luxury-enthusiasts, whereas functionalists and unconcerned share similar cultural value profiles. Luxury-enthusiasts have the highest proclivity for luxury consumption, followed by moderates and functionalists. These findings have marketing implications for segmenting luxury customers in a cross-cultural setting.
机译：本文研究了Schwartz（1992）的四个文化价值取向对消费者归因于奢侈品的价值的影响。为了回应有据可查的批评，即将文化价值评估为在国家层面衡量的总量，该研究考察了在个人层面衡量的价值取向的影响。使用来自美国消费者的调查数据，该研究表明文化价值会影响消费者对可用性，独特性，质量和社会奢侈品价值的看法。自我提升和社会奢侈品价值是消费者倾向于奢侈品消费的主要驱动力。事后分析揭示了四个奢侈品消费者群体：“无关紧要”，“功能主义者”，“适度渴望”和“奢侈品狂热者”。具有自我增强和自我超越价值观的人们更有可能是奢侈品狂热者，而功能主义者和无关紧要的人具有相似的文化价值特征。奢侈品狂热者对奢侈品的消费倾向最高，其次是温和主义者和实用主义者。这些发现对于跨文化环境中的奢侈品客户细分具有营销意义。

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