产品线索对消费者购买意愿的影响研究--以感知价值为中介

摘要

随着中国改革开放的推进与经济水平的腾飞，国内奢侈品市场日新月异，特别是奢侈箱包越来越受到国内中高收入阶层的喜爱与追棒。笔者以浙江省奢侈箱包市场为例，通过问卷调查并运用 SPSS进行实证分析，研究产品线索对消费者购买意愿的影响，并验证感知价值在这一过程中起到的中介效应。在实证分析基础上，验证假设并修正初始模型。以此为依据，对奢侈箱包行业在浙江地区乃至全国范围内的发展提出相关营销建议与策略。%As the reform and opening-up policy advances and economic level soars in China,the luxury market in China is changing quickly.Especially,the luxury bag is increasingly popular among the middle and high income stratums.This study takes the luxury bag market in Zhej iang province for example questionnaire inquiry and SPSS were applied for empirical analysis to study the relationship between product cues and consumer’s purchase intention,and verify the mediating effect of perceived value in this process.On the basis of empirical analysis,this study verifies the hypothesis and modifies the initial model.Based on this,this research puts forward the relevant marketing suggestions and strategies for the promotion and development of luxury bag in China.