象征性消費(fèi)的一個(gè)重要方面是產(chǎn)品作為社會(huì)結(jié)構(gòu)的有形市場(chǎng)所發(fā)揮的作用。特定產(chǎn)品或品牌的所有權(quán)及其特定的消費(fèi)模式可能彰顯出一系列因素,比如,生命周期的狀態(tài)和階段、政治或宗教歸屬,以及職業(yè)類別。一般來(lái)說(shuō),很多時(shí)候,消費(fèi)者可能主要因?yàn)槭艿侥撤N符號(hào)的激發(fā),而購(gòu)買(mǎi)產(chǎn)品,這是因?yàn)檫@種商品象征著某種特定社會(huì)角色或期望達(dá)到的社會(huì)地位的一種表達(dá)。然而,這些方法卻備受詬病,因其“以不同的方式,決定消費(fèi)者的行為”。為了彌補(bǔ)這些方法所具有的缺陷,學(xué)者們已決定于未來(lái)將開(kāi)展相應(yīng)的研究,重點(diǎn)探討象征性消費(fèi)如何影響消費(fèi)者的行為。本研究以炫耀性產(chǎn)品中的象征性消費(fèi)為基礎(chǔ),以Y代消費(fèi)者為研究對(duì)象。通過(guò)文獻(xiàn)回顧,探討了象征性消費(fèi)對(duì)Y代消費(fèi)者行為的影響機(jī)制。為了使研究更全面,本文主要集中在以下三點(diǎn)。首先,象征性消費(fèi)的定義和衡量標(biāo)準(zhǔn)。象征性消費(fèi)因情形不同而不同。從消費(fèi)者角度探索象征性消費(fèi)的意義是很重要的。因此,本研究建立了品牌態(tài)度和行為模型的象征性消費(fèi)量表。該研究進(jìn)行了若干分析和統(tǒng)計(jì)程序,以確認(rèn)使用這些量表收集的數(shù)據(jù)是有效的。結(jié)果表明,象征性消費(fèi)維度與品牌態(tài)度和購(gòu)買(mǎi)意愿是正相關(guān)的。其次,本文實(shí)證研究了 Y代消費(fèi)者的情感體驗(yàn)和品牌知名... 

【文章來(lái)源】：大連理工大學(xué)遼寧省 211工程院校 985工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：126 頁(yè)

【學(xué)位級(jí)別】：博士

【文章目錄】：
Abstract
摘要
1 Introduction
    1.1 Research Background
        1.1.1 Symbolic Consumption in Generation Y Consumers
        1.1.2 Global versus Local Brands Consumption
    1.2 Statement of the Problem
    1.3 Purpose of the Study and Significance
    1.4 Definition of Key Terms
    1.5 Research Plan of the Dissertation
2 Literature Review
    2.1 An overview of Consumption
    2.2 An overview of Symbolic Consumption
        2.2.1 Symbolic Consumption in a conspicuous product
        2.2.2 Prior Research on Symbolic Consumption
    2.3 Components of Symbolic Consumption
        2.3.1 Self-Concept Theory
        2.3.2 Consumer Lifestyle Congruence
    2.4 Antecedents of Symbolic Consumption
        2.4.1 Consumer Factor: Emotional Brand Experience
        2.4.2 Product Factor: Brand Prestige
    2.5 Consequence of Symbolic Consumption
        2.5.1 Attitude and Behavior Model
        2.5.2 Brand Loyalty
    2.6 Generational Cohort Theory
    2.7 Proposed Conceptual Model
    2.8 Chapter Summary
3 Scale development of Symbolic Consumption on Brand Attitude and Purchase Intentions
    3.1 The Influence of Symbolic Consumption on Brand Attitude and PurchaseIntentions
    3.2 Method
        3.2.1 Sample and Brand Selection
        3.2.2 Development of Measurement Scales
    3.3 Results
        3.3.1 Participation Characteristic
        3.3.2 Descriptive Statistics
        3.3.3 Reliability and Validity Test
        3.3.4 Analysis of the Results
    3.4 Conceptual Mode
    3.5 Relationships between Emotional Experience, Brand Prestige,SymbolicConsumption and Brand Loyalty
        3.5.1 Relationship between Emotional Experience, Symbolic Consumption, andBrand Loyalty
        3.5.2 Relationship between Brand Prestige, Symbolic Consumption and BrandLoyalty
        3.5.3 Relationship between Symbolic Consumption and Brand Loyalty
        3.5.4 Relationship between Emotional Experience and Brand Prestige
        3.5.5 Global brand vs.Local Brand Effect
        3.5.6 Generation Y Consumers' Incomes Sources Effect
    3.6 Chapter Summary
4 Methodology
    4.1 Sample and Procedure
    4.2 Questionnaires and Measures
        4.2.1 Emotional Experience
        4.2.2 Brand Prestige
        4.2.3 Symbolic Consumption
        4.2.4 Brand Loyalty
        4.2.5 Demographic Information
        4.2.6 Pilot Study
    4.3 Method of Data Analysis
    4.4 Chapter Summary
5 Data Analysis and Results
    5.1 Sample Characteristics
    5.2 Descriptive Statistics
    5.3 Reliability and Validity Tests
        5.3.1 Reliability Test
        5.3.2 Discriminant Validity
        5.3.3 Convergent Validity
    5.4 Structural Equation Model
    5.5 Hypotheses Testing
        5.5.1 Hypothesis 1 through Hypothesis 6
        5.5.2 Hypothesis 7 through Hypothesis 12
        5.5.3 Hypothesis 13 through Hypothesis 18
    5.6 Chapter Summary
6 Discussion and Conclusions
    6.1 Discussion
    6.2 Conclusions
    6.3 Implications
        6.3.1 Implications for Theory and Research
        6.3.2 Implications for Practitioners
    6.4 Limitations and Recommendations for Future Study
Abstract of Innovative Points
References
Appendix A 42 personality traits
Appendix B Questionnaire for Scale development of Symbolic Consumption on BrandAttitude and Purchase Intentions
Appendix C Questionnaire for Main Study
Research Projects and Publications during PhD Period
Acknowledgement
Curriculum Vitae



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