CAJ | 학술논문

在多种商品不断涌入网络销售的今天,作为高端市场代表的奢侈品也试图借助网络渠道进行销售,然而销售情况不甚理想,是独有的高品质特征还是消费者心理因素造成了这种结果有待探究. 着重分析奢侈品购买渠道选择的动机和影响因素,构建奢侈品购买渠道选择动因模型,通过调研得到结论:求廉动机和渠道可靠性动机是消费者选择奢侈品购买渠道的主要考虑;消费者的个性特征影响其奢侈品购买渠道的选择. 企业和顾客刺激不仅影响消费者奢侈品购买渠道的选择,而且对个性特征和奢侈品购买渠道选择动机的关系具有调节作用. 本研究对经营奢侈品的企业开展电子商务活动,建设奢侈品网络销售渠道具有重要指导意义.
재다충상품불단용입망락소수적금천,작위고단시장대표적사치품야시도차조망락거도진행소수,연이소수정황불심이상,시독유적고품질특정환시소비자심리인소조성료저충결과유대탐구. 착중분석사치품구매거도선택적동궤화영향인소,구건사치품구매거도선택동인모형,통과조연득도결론:구렴동궤화거도가고성동궤시소비자선택사치품구매거도적주요고필;소비자적개성특정영향기사치품구매거도적선택. 기업화고객자격불부영향소비자사치품구매거도적선택,이차대개성특정화사치품구매거도선택동궤적관계구유조절작용. 본연구대경영사치품적기업개전전자상무활동,건설사치품망락소수거도구유중요지도의의.
As many goods are pouring into the network marketing, luxury goods as the representative of high-end market are also being tried to sell on the network channel but the sales results are not ideal. It needs to be researched whether due to the unique high quality characteristics or due to the psychological factors of consumer. Starting from analysis on the motivation and influencing factors of channel selection of luxury purchasing, a motivation model is established for channel selection of luxury purchasing. Through the research of buyers, the conclusions are as follows. The motivations of seeking lower prices and higher reliability are the major considerations of channel selection of luxury purchasing. Personal characteristics have significant influence on channel selection of luxury purchasing. Stimuli from enterprises and other customers not only affect the channel selection of luxury purchasing of consumers, but also have a regulatory effect on the relationship between personal characteristics and channel selection. This research has guiding significance for luxury companies to carry out e-commerce activities and to build internet marketing channel of luxury goods.