品牌意识对奢侈品购买意愿的影响——品牌熟悉度的调节作用

摘要

With the improvement of luxury consumption ability and existing ubiquitous counterfeits of international luxury goods in China,the opportunity is provided to the niche customized luxury goods and the luxury goods companies that are looking to enter the Chinese market,which are unfamiliar to most of the consumers.This study explored the interaction effect of brand familiarity and brand consciousness on the luxury goods which are unfamiliar to others.As the results showed,there was an interaction effect between brand familiarity and brand consciousness.High conscious consumers had higher purchase intention than the low ones when the familiarity was high,whereas there was no difference between different conscious consumers when the familiarity was low.%中国消费者奢侈品消费能力的提高及大牌奢侈品仿冒品泛滥的状况,为一些小众定制品及新晋进入中国市场的奢侈品企业提供了发展机遇.本研究探讨了品牌意识及品牌熟悉度对消费者奢侈品购买意愿的影响作用.结果显示,高熟悉度下,高品牌意识消费者对小众奢侈品购买意愿更强,而低熟悉度下,不同品牌意识不影响消费者对小众奢侈品的购买意愿.