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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：“从普拉达到纳达”：消费者及其奢侈品：二手和第一手奢侈品之间的对比

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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：以多种方法方法生根，进行定性和定量，进行了两个连续的研究，以确定消费者与奢侈品建立的关系。考虑了两个应用领域：二手奢侈品和一手奢侈品。研究1基于Projective“专辑”技术，并使用了32名客户的样本。它探讨了购买二手和第一手奢侈品的方式的情感和认知表示。它表明，二手奢侈品的购买与社会攀登，生态意识的担忧，品牌遗产和意外收获相关联。它揭示了采购一手奢侈品，受到权力，社会排名和质量的推动。研究2利用了280名顾客的二手奢侈品产品样本的因果方法。它探讨了如何消耗，消费行为和消费者品牌关系的动机，当一只用一手奢侈品对比时发生变化。

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