商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2013年
9期
79-85
,共7页
群体感知%购买动机%奢侈%数码产品
群體感知%購買動機%奢侈%數碼產品
군체감지%구매동궤%사치%수마산품
group awareness%purchasing motivation%luxury%digital products
为了研究不同同龄群体对高端数码产品奢侈性感知的差异,本文搜集了283个关于消费者对高端数码产品的奢侈性感知等级,以及价格弹性与购买动机的数据样本,结果表明,不同的同龄群体对高端数码产品的奢侈感知存在显著差异;被认为是必需品的高端数码产品相对缺乏价格弹性,而被认为是奢侈品的高端数码产品在产品涨价后更容易被放弃消费;不同的同龄群体购买高端数码产品的动机各不相同,购买行为会降低消费者对高端数码产品的奢侈性感知。
為瞭研究不同同齡群體對高耑數碼產品奢侈性感知的差異,本文搜集瞭283箇關于消費者對高耑數碼產品的奢侈性感知等級,以及價格彈性與購買動機的數據樣本,結果錶明,不同的同齡群體對高耑數碼產品的奢侈感知存在顯著差異;被認為是必需品的高耑數碼產品相對缺乏價格彈性,而被認為是奢侈品的高耑數碼產品在產品漲價後更容易被放棄消費;不同的同齡群體購買高耑數碼產品的動機各不相同,購買行為會降低消費者對高耑數碼產品的奢侈性感知。
위료연구불동동령군체대고단수마산품사치성감지적차이,본문수집료283개관우소비자대고단수마산품적사치성감지등급,이급개격탄성여구매동궤적수거양본,결과표명,불동적동령군체대고단수마산품적사치감지존재현저차이;피인위시필수품적고단수마산품상대결핍개격탄성,이피인위시사치품적고단수마산품재산품창개후경용역피방기소비;불동적동령군체구매고단수마산품적동궤각불상동,구매행위회강저소비자대고단수마산품적사치성감지。
To investigate the differences of group luxury awareness of high -end digital products , a total of 283 question-naires about the consumer′s luxury perception , price elasticity and purchasing motivation towards high -end digital prod-ucts were collected .The results showed that there were significant differences among various ages in their luxury percep -tions of high-end digital products;digital products considered to be necessity were relative lack of elasticity , however , those considered to be luxury were easily to be abandoned by customers when their prices rise , which means that they have high price elasticity;different ages had different motivations for buying goods which were considered to be luxury , and finally, the purchasing behavior will lower consumer′s perception in the luxury of high -end digital products.