消费者对奢侈品牌的购买动机分析 -市场营销专业

摘要

随着全球经济一体化进程加速，奢侈品牌在中国市场迅速扩张，消费者购买行为日益复杂化。本研究旨在深入剖析中国消费者对奢侈品牌的购买动机，通过整合社会学、心理学和市场营销学理论视角，揭示影响消费者决策的关键因素。采用定量与定性相结合的研究方法，以问卷调查收集1200份有效样本，并辅以深度访谈获取一手资料。研究发现，消费者购买奢侈品牌的动机不仅受物质层面的品质追求驱动，更深层次体现为身份认同、社交需求及自我实现等精神层面的诉求。创新之处在于构建了“物质-精神双层动机模型”，将传统消费动机理论拓展至奢侈品领域。该模型指出，物质属性（如产品质量、品牌形象）和社会心理属性（如社会地位象征、情感价值）共同作用于购买决策过程。此外，研究还发现年龄、性别、收入水平等因素对不同维度动机的影响存在显著差异。本研究为中国本土奢侈品营销策略提供了理论依据，有助于企业精准定位目标客户群体，制定差异化营销方案，同时也为相关学术研究提供了新的理论框架和实证支持。

关键词：奢侈品牌购买动机物质-精神双层动机模型身份认同与社交需求

Abstract

With the acceleration of global economic integration, luxury brands have rapidly expanded in the Chinese market, leading to increasingly complex consumer purchasing behaviors. This study aims to thoroughly analyze the purchasing motivations of Chinese consumers toward luxury brands by integrating theoretical perspectives from sociology, psychology, and marketing. Utilizing a mixed-methods approach combining quantitative and qualitative research, this study collected 1200 valid samples through questionnaires and supplemented with in-depth interviews for primary data. The findings reveal that the motivations for purchasing luxury brands are driven not only by material pursuits such as quality but also by deeper psychological needs including identity recognition, social demands, and self-actualization. An innovative contribution of this research is the construction of a "Dual-Level Motivation Model" that extends traditional consumption motivation theories into the luxury goods domain. This model posits that both material attributes (such as product quality and brand image) and socio-psychological attributes (such as symbols of social status and emotional value) jointly influence the decision-making process. Additionally, the study finds significant differences in the impact of factors such as age, gender, and income level on various dimensions of motivation. This research provides a theoretical foundation for local luxury marketing strategies in China, aiding businesses in accurately targeting customer segments and developing differentiated marketing plans. It also offers a new theoretical fr amework and empirical support for related academic studies.

Keyword:Purchase Motivation Of Luxury Brands Material-Spiritual Dual Motivation Model Identity Recognition And Social Needs

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法概述 2

2消费者心理因素分析 2

2.1自我认同与奢侈品牌 2

2.2社会地位象征作用 3

2.3情感价值驱动购买 3

3市场环境影响探究 4

3.1宏观经济状况影响 4

3.2媒体传播效应分析 5