CAJ | 학술논문

本研究构建了中国奢侈品消费偏好影响因素模型并进行了实证检验，结果表明中国奢侈品消费偏好同时存在个人导向、参照群体导向及品牌导向，其中男性的个人导向倾向比女性表现强烈，女性的参照群体导向倾向比男性表现强烈，男性、女性在品牌导向方面表现相当。
본연구구건료중국사치품소비편호영향인소모형병진행료실증검험，결과표명중국사치품소비편호동시존재개인도향、삼조군체도향급품패도향，기중남성적개인도향경향비녀성표현강렬，녀성적삼조군체도향경향비남성표현강렬，남성、녀성재품패도향방면표현상당。
This study constructs the model of the factors influencing Chinese consumers ′luxury consumption preference . Through the empirical research , we prove the existence of individual -oriented, reference group-oriented and brand -oriented influences in consuming luxury .The research shows that men tend to express strong individual -oriented influ-ence than women;women tend to express strong reference group -oriented influence than men;the men show the same performance of brand -oriented as women .