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论文编号：	10080
作者编号：	2120162740
上传时间：	2018/6/8 8:18:33
中文题目：	奢侈品牌消费者温暖感知变化对购买意愿的影响研究
英文题目：	Research on the Influence of Luxury Brand Consumers’ Warmth Perception Change on Purchase Intention
指导老师：	杜建刚
中文关键字：	奢侈品牌；温暖感知；能力感知；心理距离；购买意愿
英文关键字：	Luxury Brand; Warmth Perception; Competence Perception; Psychological Distance; Purchase Intention
中文摘要：	随着全球奢侈品消费额的逐年增高，奢侈品牌行业竞争日益激烈，如何良好地经营是奢侈品牌在面对当下变化的巨大挑战。在这种背景下，奢侈品牌的相关研究也成为近年来学界日益关注的热点，深入探究奢侈品牌的内涵、塑造和管理以及消费者行为、动机和消费者对于奢侈品牌的价值感知成为国内外学界关注的重要课题。 以往的研究中，学者将社会感知的两个基本维度——温暖和能力应用于品牌研究中，得到了品牌意图能动模型，并且通过研究发现，高能力-高温暖象限是“黄金象限”，处于此象限品牌的绩效和顾客购买意愿都更高，是每个品牌都应该追求到达的象限。 本文探究了原本处于“高能力-低温暖”象限的奢侈品牌是否应努力提高温暖感知以求达到“黄金象限”，即提高温暖感知能够提高消费者的购买意愿？本文首先通过实验一验证了奢侈品牌温暖感知变化与购买意愿变化关系的主效应以及心理距离对这一变化关系的中介作用，即提高消费者对奢侈品牌的温暖感知，心理距离减小，从而导致消费者对奢侈品牌的能力感知和购买意愿下降；其次通过实验二再次证实了实验一假设的正确性，同时验证了行业类型（制造业、服务业）在消费者与奢侈品牌的心理距离影响购买意愿的过程中起到调节作用，即提高温暖感知，消费者与奢侈品牌的心理距离减小，消费者对制造业奢侈品牌的购买意愿下降，对服务业奢侈品牌的购买意愿上升。 本文的贡献在于，提出了用心理距离作为中介变量解释了奢侈品牌温暖感知变化与购买意愿关系的内在机理，补充完善了社会判断在品牌领域的应用，对奢侈品牌营销和塑造自我形象提出了有效的建议。
英文摘要：	With the increasing consumption of luxury goods globally and the popularity of consumer groups, how to operate well is a huge challenge for luxury brands in the face of current changes. In this context, research on luxury brands has also become a hot topic in the academic circles in recent years. In-depth exploration of the connotation, shaping, and management of luxury brands, consumer behavior, motivation, and value perception of luxury brands has become an important topic of concern in domestic and foreign academic community. In previous studies, scholars applied the two basic dimensions of social cognition ——warmth and competence to brand research and obtained the brand intention dynamic model. It was found that the high capacity and high warmth quadrant is the “golden quadrant”, brands that in this quadrant have better performance and higher customers’ purchase intention. It is the quadrant that every brand should pursue. This article explores the fact whether luxury brands that were originally in the “high capacity-low warmth” quadrant should strive to improve warmth perception in order to achieve the “golden quadrant”, that is, whether improving warmth perception can increase consumers’ purchase intention? Firstly, test 1 verified the main effect of the warmth perception change and purchase intention of luxury brands and the mediating effect of the psychological distance in the relationship. Increasing consumer's warmth perception of luxury brands, resulting in a decrease in psychological distance, then there is a decrease in consumers’ competence perception and purchase intention of luxury brands. Secondly, the correctness of the hypothesis of test 1 was confirmed again through test 2. And it was verified that the type of industry (manufacturing industry, service industry) has a moderating effect on the relationship between psychological distance and purchase intention, that is, increasing warmth perception, the psychological distance between consumers and luxury brands decreased. Then consumers’ purchase intention of luxury brands declined in the manufacturing industry and increased in the service industry. The contribution of this paper is to propose the use of psychological distance as a mediated variable to explain the internal mechanism of the consumers’ warmth perception change and purchase intention of luxury brand and supply the application of social judgment in the brand area. And we put forward effective suggestions on luxury brand marketing and shaping self-image.
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