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首页> 外文期刊>Journal of Business Research >'From Prada to Nada': Consumers and their luxury products: A contrast between second-hand and first-hand luxury products
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'From Prada to Nada': Consumers and their luxury products: A contrast between second-hand and first-hand luxury products

机译：“从Prada到Nada”：消费者及其奢侈品：二手和二手奢侈品的对比

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摘要

Rooted in a multi-method approach, both qualitative and quantitative, two successive studies were carried out to determine the relationships that consumers establish with their luxury products. Two fields of application were considered: second-hand luxury products and first-hand luxury products. Study 1 was based on the projective "Album On Line" technique, and used a sample of 32 customers. It examines the affective and cognitive representations of the way in which second-hand and first-hand luxury products are purchased. It shows that the purchasing of second-hand luxury products is linked to social climbing, eco-conscious concerns, brand heritage and windfall. It reveals that the purchase of first-hand luxury products is motivated by power, social ranking and quality. Study 2 used a causal approach on a sample of 280 customers of second-hand and first-hand luxury products. It examines how motivations to consume, consumption behaviours and consumer-brand relationships, change when one contrasts second-hand with first-hand luxury products.
机译：以定性和定量的多方法方法为根源，进行了两项连续的研究，以确定消费者与其奢侈品建立的关系。考虑了两个应用领域：二手奢侈品和第一手奢侈品。研究1基于投射式“在线专辑”技术，并使用了32个客户的样本。它研究了购买二手和第一手奢侈品的方式的情感和认知表征。它表明，购买二手奢侈品与社会攀登，对生态意识的关注，品牌传承和意外收获有关。它表明，购买第一手奢侈品的动力是力量，社会等级和质量。研究2对280名二手和一手奢侈品消费者进行了因果分析。它研究了当人们将二手商品与第一手奢侈品进行对比时，消费动机，消费行为和消费者品牌关系如何改变。

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