奢侈品消费中的非炫耀性消费倾向研究

doi:10.15936/j.cnki.1008-3758.2019.04.004

东北大学学报（社会科学版） ›› 2019, Vol. 21 ›› Issue (4): 350-359.DOI: 10.15936/j.cnki.1008-3758.2019.04.004

奢侈品消费中的非炫耀性消费倾向研究

赵晓煜

(东北大学工商管理学院，辽宁沈阳110169)

收稿日期:2018-10-11 修回日期:2018-10-11 出版日期:2019-07-25 发布日期:2019-07-19
通讯作者: 赵晓煜
作者简介:赵晓煜(1972-)，男，辽宁本溪人，东北大学教授，博士生导师，主要从事服务营销研究。
基金资助:
国家自然科学基金资助项目(71472035)。

A Study on Inconspicuous Consumption Tendency in Luxury Consumption

ZHAO Xiao-yu

(School of Business Administration， Northeastern University， Shenyang 110169， China)

Received:2018-10-11 Revised:2018-10-11 Online:2019-07-25 Published:2019-07-19
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摘要/Abstract

摘要： 随着我国奢侈品消费市场的迅速发展和不断成熟，越来越多的奢侈品消费者开始表现出理性、低调的消费倾向，不以炫耀为目的的奢侈品消费行为日趋普遍。针对奢侈品消费中的非炫耀消费倾向开展研究，基于自我建构和文化资本等相关理论，分析了收入、职业、教育程度等能够体现消费者社会经济地位的变量与非炫耀消费倾向之间的关系，进一步从追求生活品质、认同品牌文化、归属内群体、规避风险等角度分析了非炫耀消费倾向的内在动因。采用调查法收集数据，证实了非炫耀消费倾向在我国奢侈品消费者中确实普遍存在，揭示了这类消费人群的典型特征和心理动因，并对研究结果的理论意义和管理启示进行了归纳和总结。

关键词: 奢侈品, 非炫耀性消费, 自我建构, 文化资本

Abstract: With the rapid development and continuous maturity of the luxury consumption market in China， more and more luxury consumers begin to show a rational and low-key consumption tendency. Luxury consumption behaviors without the purpose of showing off are becoming increasingly common. On basis of the theories of self-construction and cultural capital， the relationship between variables that reflect the characteristics of consumers' socioeconomic status， such as income， occupation and education level， and the inconspicuous consumption tendency is studied. The internal motivations of inconspicuous consumption tendency are analyzed from the perspectives of the pursuit of life quality， the identification of brand culture， the in-group belonging and the risk aversion. With data collected through survey methods， the prevalence of inconspicuous consumption tendency in China is verified and the typical demographic characteristics and psychological motivation of consumers are revealed. Theoretical significance and managerial implications of the research results are summarized.

Key words: luxury, inconspicuous consumption, self-construction, cultural capital

中图分类号:

F713.5

赵晓煜. 奢侈品消费中的非炫耀性消费倾向研究[J]. 东北大学学报（社会科学版）, 2019, 21(4): 350-359.

ZHAO Xiao-yu. A Study on Inconspicuous Consumption Tendency in Luxury Consumption[J]. Journal of Northeastern University(Social Science), 2019, 21(4): 350-359.

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奢侈品消费中的非炫耀性消费倾向研究

A Study on Inconspicuous Consumption Tendency in Luxury Consumption

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