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二手奢品的购买意图:对中国消费者的实证研究

Guanfeng Yan¹, Yanjie Li¹, Tianhai Zhang²

¹School of Engineering, Sichuan Normal University, Chengdu, P.R. China.

|June 5, 2024

概括

消费者态度,回收意识和感知到的行为控制积极影响购买二手奢品的意图. 感知价值和价格-绩效比率也推动了这些可持续物品的购买决策.

科学领域:

消费者心理学消费者心理学
可持续的消费可持续的消费
奢品市场研究奢品市场研究

背景情况:

二手奢品市场将奢品属性 (感知价值) 与二手好处 (价格-绩效比) 结合在一起.
扩大这个市场对于环境保护和资源节约至关重要.
了解消费者购买意图是市场增长的关键.

研究的目的:

调查影响二手奢品购买意向的消费者心理因素.
检查与消费者相关的因素 (回收意识,主观规范,态度,感知行为控制) 和与产品相关的因素 (感知价值,价格-绩效比) 的影响.
为二手奢品市场的发展提供见解.

主要方法:

与中国消费者进行的在线调查.
用于数据分析的结构方程建模 (SEM).
探索心理和产品构造之间的相互关系.

主要成果:

消费者的态度,感知到的行为控制和回收意识都会对购买意图产生积极的影响.
二手奢品的感知价值和价格-绩效比率也对购买意图产生了积极的影响.
主观规范与购买意图没有显著的关系.

结论:

心理和与产品相关的因素显著地推动了购买二手奢品的意图.
回收意识和感知价值是可持续奢品消费的关键驱动力.
市场发展战略应侧重于提高人们对二手奢品的感知价值和消费者对二手奢品的态度.

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