| 基于合理行为理论的奢侈品购买动机研究 |
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| 引用本文： | 吴波.基于合理行为理论的奢侈品购买动机研究[J].安徽工业大学学报(社会科学版),2010,27(4):18-20. |
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| 作者姓名： | 吴波 |
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| 作者单位： | 安徽工业大学,管理学院,安徽,马鞍山,243002 |
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| 基金项目： | 安徽省教育厅人文社会科学研究项目 |
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| 摘 要： | 消费者购买奢侈品这一行为的态度与奢侈品的优质性、自我延伸、享乐性三个变量显著相关,而炫耀性、稀缺性这两个度量与消费者在购买奢侈品这一行为上的面子意识显著相关。奢侈品企业据此可以从多个方面提高消费者购买意向。
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| 关 键 词： | 奢侈品 合理行为理论 购买动机 |
Research in the Motivation of Purchasing Luxuries Based on the Theory of Rational Behavior |
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| Authors: | WU Bo |
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| Abstract: | The attitudes of consumers purchasing luxuries are closely related with the three variables of excellent quality,self-extension and entertainment,while the measurements of showoff and rareness are closely related with consumers' awareness of face.The enterprises of producing luxuries can promote consumers'purchasing awareness through various ways. |
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| Keywords: | luxuries theory of rational behavior purchasing motivation |
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