高端数码产品奢侈性群体感知研究

摘要

To investigate the differences of group luxury awareness of high -end digital products , a total of 283 question-naires about the consumer′s luxury perception , price elasticity and purchasing motivation towards high -end digital prod-ucts were collected .The results showed that there were significant differences among various ages in their luxury percep -tions of high-end digital products;digital products considered to be necessity were relative lack of elasticity , however , those considered to be luxury were easily to be abandoned by customers when their prices rise , which means that they have high price elasticity;different ages had different motivations for buying goods which were considered to be luxury , and finally, the purchasing behavior will lower consumer′s perception in the luxury of high -end digital products.%为了研究不同同龄群体对高端数码产品奢侈性感知的差异，本文搜集了283个关于消费者对高端数码产品的奢侈性感知等级，以及价格弹性与购买动机的数据样本，结果表明，不同的同龄群体对高端数码产品的奢侈感知存在显著差异；被认为是必需品的高端数码产品相对缺乏价格弹性，而被认为是奢侈品的高端数码产品在产品涨价后更容易被放弃消费；不同的同龄群体购买高端数码产品的动机各不相同，购买行为会降低消费者对高端数码产品的奢侈性感知。