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首页> 外文期刊>Journal of Business Research >Understanding luxury consumption in China: Consumer perceptions of best-known brands
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Understanding luxury consumption in China: Consumer perceptions of best-known brands

机译：了解中国的奢侈品消费：消费者对知名品牌的看法

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摘要

This study investigates the underlying motivations for luxury consumption among Chinese middle-class consumers by testing the relationships between psychological traits and attitudes toward the best-known luxury brands. The study examines three psychological traits that make Chinese consumers unique compared to their global peers: value consciousness (VC), susceptibility to normative influence (SNI), and the need for uniqueness (NFU). Results suggest that consumers evaluate the best-known brands more favorably as they become more value conscious, indicating that luxury products are not necessarily extravagant purchases in China. In addition, SNI positively relates to brand attitudes, which suggests that social influence is an important driver for luxury consumption. The relationship between NFU and brand attitudes depends on consumer knowledge. As consumers learn more about different luxury brands, they evaluate the best-known brands more negatively as uniqueness-seeking becomes a more important goal. These findings offer insight into consumer perceptions of luxury brands and provide managerial implications for marketers to build sustainable luxury businesses in China.
机译：本研究通过测试心理特征与对最知名奢侈品牌的态度之间的关系，调查了中国中产阶级消费者奢侈品消费的潜在动机。这项研究考察了使中国消费者与全球消费者相比具有独特性的三个心理特征：价值意识（VC），对规范性影响的易感性（SNI）和对独特性的需求（NFU）。结果表明，随着对品牌的价值意识的增强，消费者对知名品牌的评价也越来越好，这表明奢侈品在中国不一定是奢侈的购买行为。此外，SNI与品牌态度正相关，这表明社会影响力是奢侈品消费的重要驱动力。 NFU和品牌态度之间的关系取决于消费者的知识。随着消费者对不同奢侈品牌的了解越来越多，随着寻求独特性成为一个更重要的目标，他们会更加负面地评价最知名的品牌。这些发现可洞悉消费者对奢侈品牌的看法，并为营销人员在中国建立可持续的奢侈品业务提供管理方面的启示。

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