Empirical Analysis on Chinese Consumers’ Jewelry Consumption Motivation
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摘要: 随着国民经济水平的提高和消费观念的转变,中国已成为全球珠宝市场的重要消费国家。利用奢侈品消费动机的相关理论,结合中国的传统文化,对中国消费者珠宝消费动机进行了实证分析。通过因子分析,验证了中国珠宝消费者存在社会导向与个人导向的消费动机,提出并验证了其独有的祈福动机。研究结果表明,有宗教信仰的珠宝消费者其祈福动机更明显,男性比女性更喜欢炫耀,更注重身份的体现;通过单因素方差分析发现,随着年龄的增大和收入的增多,消费者在珠宝消费和佩戴时,更注重炫耀性和身份象征,收入越高的消费者越重视自我感受。这些实证研究为我国珠宝企业的营销策略提供了一定的参考数据和资料。Abstract: With the continuous development of economy and changes of people's consumption concept,China has become an important country of jewelry consumption in the world.By using the theory of luxury consumption motivation,combining with the traditional Chinese culture and consumption practices,an empirical analysis on the Chinese consumers'jewelry consumption motivation is made.The factor analysis verifies the jewelry consumption motivation with the social-oriented and the consumer-oriented consumption motivation,including the praying motivation.The results indicate that the praying motivation of consumers with religious beliefs is more obvious.The men pay more attention to the conspicuous consumption and status than that of women.By one-way analysis of variance,it is found that the consumers with increase of ages and income are more and more concerned about conspicuous consumption and status symbol when they purchase and wear jewelry.The higher consumers'income,the more attention they focus on personal feelings.The specific reference data and directional recommendations are provided for the jewelry businesses marketing strategies in the papers.
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