- 會議論文
跨文化消费行为与电子商务对奢侈品品牌认知价值和购买行为的影响－以名人代言为干扰效果
The Impact of Cross-Cultural Consumption and E-commerce on the Cognitive Value and Purchasing Behavior of Luxury Brands: with Celebrity Endorsements as Interference Effects
摘要
本研究是从跨文化消费行为，电子商务的作用下研究奢侈品品牌认知价值和奢侈品购买行为，以名人代言为干扰。检验跨文化消费行为和电子商务对奢侈品品牌认知价值和奢侈品购买行为的影响，并引入名人代言为干扰变量，检验其是否对以上变量之间的关系有干扰效果。本文基于现有相关文献，从跨文化消费行为的内涵出发，结合奢侈品的属性特征，将跨文化消费行为对奢侈品品牌认知价值及购买行为做了验证，以及从电子商务角度出发，对电子商务对奢侈品品牌认知价值和购买行为做了验证；结果显示，跨文化消费行为对奢侈品品牌认知价值和购买行为有正向影响；电子商务对奢侈品品牌认知价值和购买行为有正向影响。以及名人代言起到有正向的干扰作用。为奢侈品品牌实施跨文化消费行为，电子商务策略提供了理论洞见与管理启示。
並列摘要
This study is to study the cognitive value of luxury brands and luxury purchase behavior under the influence of cross-cultural consumption behavior and e-commerce, with celebrity endorsements as interference. To test the influence of cross-cultural consumption behavior and e-commerce on luxury brand cognitive value and luxury purchase behavior, and introduce celebrity endorsement as a disturbance variable to test whether it has an interference effect on the relationship between the above variables. Based on the existing relevant literature, starting from the connotation of cross-cultural consumption behavior, combined with the attributes of luxury goods, this paper verifies the cognitive value and purchase behavior of luxury brands by cross-cultural consumption behavior. E-commerce has verified the cognitive value and purchasing behavior of luxury brands; the results show that cross-cultural consumption behavior has a positive impact on the cognitive value and purchasing behavior of luxury brands; e-commerce has a positive impact on the cognitive value and purchasing behavior of luxury brands have a positive impact. And celebrity endorsements play a positive disruptive role. It provides theoretical insights and management inspiration for luxury brands to implement cross-cultural consumption behavior and e-commerce strategies.