珠宝奢侈品品牌与KOLs联名款对消费者偏好的影响
The Impact of Joint Products of Jewelry Luxury Brand and KOLs on Consumer Preference
石婷婷 1曾悦龙 1冯文婷 1曲镜儒1
作者信息
- 1. 中国地质大学(武汉)珠宝学院,湖北武汉 430074;湖北省人文社科研究基地"珠宝首饰传承与创新发展中心",湖北武汉 430074
- 折叠
摘要
伴随中国奢侈品消费市场的崛起,珠宝奢侈品相关消费心理与行为具有重要的研究意义.本研究从珠宝奢侈品品牌与KOLs联名这一新兴现象入手,以理想自我理论为基础,探索珠宝奢侈品品牌KOLs联名款与非联名款对消费者偏好的影响.本文共包含4个研究,通过对672组有效数据进行处理和分析,得出以下结论:研究1表明消费者可将KOLs推荐产品视为理想自我实现途径;研究2表明珠宝奢侈品品牌KOLs联名款能够提升消费者偏好;研究3表明理想自我表达在珠宝奢侈品KOLs联名款与消费者偏好之间起中介作用;研究4验证产品类型的调节作用,表明当产品为社会型珠宝奢侈品时,KOLs联名款才能显著提升消费者偏好.
Abstract
With the improvement of Chinese luxury consuming market,it is of great signifi-cance to research into jewelry luxury related consumer psychology and behavior.This study starts with the emerging phenomenon of joint products between jewelry luxury brand and KOLs and explores the impact of joint jewelry luxury products and non-joint jewelry luxury products on consumer preference based on the ideal self theory.This paper consists of 4 studies.Through the processing and analysis of 672 sets of valid data,the following conclu-sions are drawn::study 1 shows that consumers can regard KOLs as ideal self,and think the products recommended by them as the medium for the realization of ideal self;study 2 shows that joint products between jewelry luxury brand and KOLs can improve consumer preferences;study 3 shows that ideal self expression plays an intermediary role in the rela-tionship between the joint products of jewelry luxury brand and KOLs and consumer prefer-ence;study 4 verifies the moderating effect of product type,indicating that when the product is a social jewelry luxury,the joint products can significantly increase consumer preference.
关键词
珠宝奢侈品/KOL/联名款/理想自我/消费者偏好Key words
jewelry luxury/KOL/joint product/ideal self/consumer preference引用本文复制引用
出版年
2024
NETL
NSTL
万方数据