CAJ | 학술논문

在各大奢侈品厂商竞相开拓中国奢侈品市场之际，研究如何抓住中国消费者对奢侈品品牌标识显著度的偏好，具有非常重要的理论和实践意义。已有研究认为，中国消费者普遍喜欢张扬、显眼的奢侈品品牌标识。本文认为，人们对奢侈品品牌显著度的偏好要根据购买动机（自用还是送礼）和消费者特质（自我监控）来决定。本文通过两个研究，得到比前人更深入和更丰富的结论。①当购买奢侈品自用时，对于高自我监控者而言，奢侈品品牌标识越突出，人们的购买意愿越高；但对于低自我监控者而言。奢侈品品牌标识越突出，人们的购买意愿反而越低。②当购买奢侈品用于送礼时，在不同馈赠关系下，品牌标识显著度的影响效应表现出差异。当送礼者与受礼者之间为共有关系（或亲近关系）时，高自我监控者偏爱品牌标识显著度高的产品。而低自我监控者偏爱品牌标识显著度低的奢侈品。只有当送礼者一受礼者之间为交换关系时，无论是高自我监控者还是低自我监控者，人们才更偏向于购买品牌标识显著度高的奢侈品。本文在理论上首次得出结论，认为不能简单得出中国消费者偏好大还是小的奢侈品品牌标识，而要根据购买用途（自用还是送礼，以及送礼者一受礼者关系类型）、购买者自我监控水平，才能说明人们是偏好于喜欢大还是小的品牌标识。本文研究结论对于奢侈品厂商根据购买者心理特质的细分营销、商务市场的客户关系管理、奢侈品零售终端营销、产品系列化等战略，均具有重要的战略借鉴价值。
재각대사치품엄상경상개탁중국사치품시장지제，연구여하조주중국소비자대사치품품패표식현저도적편호，구유비상중요적이론화실천의의。이유연구인위，중국소비자보편희환장양、현안적사치품품패표식。본문인위，인문대사치품품패현저도적편호요근거구매동궤（자용환시송례）화소비자특질（자아감공）래결정。본문통과량개연구，득도비전인경심입화경봉부적결론。①당구매사치품자용시，대우고자아감공자이언，사치품품패표식월돌출，인문적구매의원월고；단대우저자아감공자이언。사치품품패표식월돌출，인문적구매의원반이월저。②당구매사치품용우송례시，재불동궤증관계하，품패표식현저도적영향효응표현출차이。당송례자여수례자지간위공유관계（혹친근관계）시，고자아감공자편애품패표식현저도고적산품。이저자아감공자편애품패표식현저도저적사치품。지유당송례자일수례자지간위교환관계시，무론시고자아감공자환시저자아감공자，인문재경편향우구매품패표식현저도고적사치품。본문재이론상수차득출결론，인위불능간단득출중국소비자편호대환시소적사치품품패표식，이요근거구매용도（자용환시송례，이급송례자일수례자관계류형）、구매자자아감공수평，재능설명인문시편호우희환대환시소적품패표식。본문연구결론대우사치품엄상근거구매자심리특질적세분영소、상무시장적객호관계관리、사치품령수종단영소、산품계렬화등전략，균구유중요적전략차감개치。
When the international luxury brands compete with each other to explore Chinese market, it has great significance in theory and practice to study the purchase preference of Chinese consumer to luxury goods. According to the existing research, Chinese consumer will buy luxury goods out of the motivation of ＇Face＇, ＇Showing-off＇, ＇Status＇ and so on. As a result, it is a widely believed that Chinese consumer are likely to choose luxury goods with a high-key or conspicuous logo. However, this research proposes that the preference for brand prominence of luxury goods depends on purchase motivation （self-use or gift-giving） and the characteristics of consumers （self-monitoring）. In study 1, when buying luxury goods for self use, the more prominent the logo is, the higher purchase intension is for high self-monitoring consumers; The more prominent the logo is, the lower purchase intension is for low self-monitoring consumers. In study 2, when buying luxury goods for giving a gift, the influence of brand prominence is different when in different relationship. For common relationship （or close relationship）, the result is the same with study 1. While for exchange relationship, whether high or low self- monitoring, consumers will prefer loud band prominence. This research comes to a conclusion that purpose of purchase （self-use or gift-giving, common or exchange relationship）, level of self-monitoring should take into consider when analyzing consumers＇ preference for brand prominence. It is valuable for a lot of marketing activities such as segmenting markets by consumers＇ mental traits, customer relationship of business marketing, retail terminal marketing of luxury goods and strategies for product series.