中国奢侈品网购消费者偏好研究外文翻译资料

中国奢侈品网购消费者偏好研究

摘要：无论是在现在还是中世纪,奢侈品消费在全世界范围内都有着很长的历史。如今,奢侈品的品牌数量已经相当可观,涵盖了香水,成衣,珠宝,汽车甚至是游艇等,换句话说我们可以买到任何种类的奢侈品。中国目前已经成长为世界第二大奢侈品消费国,这一市场吸引了全世界各个奢侈品厂商来华设立公司。虽然就目前来看,中国的网上奢侈品消费量并没有十分可观,可是网上消费的增长速度却是非常显著的。本论文针对中国奢侈品网购消费者偏好的研究是在对奢侈品消费和在线消费进行深入研究的基础上得来的。基于消费者心理学和市场营销理论分析了消费者最在意的一些因素并给出了用于分析中国奢侈品网购消费者偏好因素的问卷设计。通过定量统计的方法,这部分调查会对影响奢侈品网购的因素进行预测试。对收集到的所有数据进行了完整的统计分析。

关键词:奢侈品,网上消费,消费者偏好

1.研究方法

本部分首先研究了各种理论之间的关系。以及其他人的研究方法。在这些工作的基础上，初步量表进行测试的变量被创建。然后结合奢侈品消费者的访谈，这又提出了两个假设。初步测试后，制定出正式的问卷。在这个过程中，本研究借鉴了前人的成果和其他机构的研究。此外，本研究进行了小范围的访谈研究的变量的可靠性。在问卷制定之前，初步测试是通过探索性因子分析和信度分析。

文献综述和创建初始量表

创建初步调查问卷

小规模访谈选择变量

数据分析和讨论

基于初步检验，形成最终问卷

初步的数据收集和分析

本研究遵循上述的流程图，在2002由马庆国创建。

2.相关理论

在奢侈品网络购物方面，没有明确的相关理论。不过，我们可以借鉴市场营销理论，或者与电子商务有关的理论知识。E.杰罗姆麦卡锡提过最著名的“4P”营销理论，即地点、产品、价格和促销，这四种元素已经成为营销组合的基础。所有的相关理论都是从“4P”理论延伸而来的。电子商务虽然类似于真实的商业世界，然而，由于不同的操作方法和环境，电子商务不同于传统商务。查尔斯丹尼斯和比尔零售梅里斯发表了著名的书《电子商务的理论和实践》。本书全面介绍了相关的理论与实践。本书指导了网上零售业务，帮助读者更好的理解电子商务的的各个方面。在实地调查的基础上，这本书解释了网络零售与传统零售业之间的关系。这本书阐述了电子商务的组合：7C理论。即：

7C理论是从4P理论延伸而来的，和4C为核心与4P线。可以为客户提供便利和产品可以给客户带来的价值和效益。价格与客户和推广成本相关的可用于沟通客户关系。

“地点”可以给顾客带来方便，“产品”能带给客户价值和利益，“价格”和客户的成本花费相关，“促销”可以用来沟通客户关系。

2011年，调查研究过网购奢侈品消费者行为，在这项调查中，总结出了网购奢侈品的5种因素，包括：价格优势、方便、商品的自我选择、没有专卖店、没有多余的特殊的奢侈。不过，该报告没有考虑到其他因素，如物流的考虑，付款方式等。

3.访问消费者

访问是为了证明初始量表和研究意义的重要途径。它还可以提高研究的可靠性。

小规模的访问有两个原因：

（1）通过小规模的访问，我们可以了解一些基本信息，包括消费者的个人信息以及对奢侈品的了解程度。

（2）对消费者网购奢侈品的原因有一个理性的认识。

这次采访是在2012年3月和4月进行的，受访者包括8名网购过奢侈品的学生和8在线下买过奢侈品的学生。在这项研究中，要求他们说一下最近一次购买奢侈品的经验，用作“关键事件”。问题包括：

（1）个人信息、性别、年龄、对奢侈品的了解。

（2）是否网购过奢侈品，那个网站，买了什么。

（3）网购奢侈品的原因或者不原因网购奢侈品的原因。

（4）网购的话，你最关心什么因素。

（5）有什么办法可以提高你对奢侈品网站或者其他电子商务网站的忠诚度。

这次访问以小组为单位，每一组分为2-3人，通过这次访问，可以得出以下结论：

（1）经常网购的费者更倾向于在网上购买奢侈品，而几乎不网购的消费者更青睐雨线下购买奢侈品。

（2）网购奢侈品消费者不仅注重线上的价格和产品，还注重物流和服务。

（3）目前大多数的奢侈品网站都是类似的，不想网购奢侈品的消费者表示没有什么网站有足够的吸引力让他们去网购奢侈品。

（4）来自三四线城市的人表示，网购奢侈品是他们购买奢侈品最主要的方式。

4.问卷的设计

问卷的设计是基于目的和最终结果的预期。这些被测变量都是通过调查获得的。

为了帮助受访者更好的理解这项调查，要将奢侈品的介绍放在问卷的开头，然后开始填写受访者的个人信息，包括性别、年龄、住址和学历。第一个问题的设置是检测受访者是否满足本调查的要求。由于网购奢侈品在中国没有那么领先，所以本研究的目标受访者是有过网购经验的人，不管他们在网上买的是不是奢侈品。

第一部分是围绕奢侈品网购消费者的经验以及他们对于奢侈品网站的了解的研究，设置了问题1-3，第二部分是本研究的核心。在这一部分中，受访者需要回答他们网购奢侈品的意图以及为什么选择或不选择网购奢侈品。为了结果的一致性，第6个问题的时候讲被访者将被分成两个组，选择网购奢侈品的人需要回答问题7。不选择网上购买奢侈品的人，为了一致性，他们需要回答问题8。

这些问题设计的意义有：

（1）奢侈品的真实性。目前任何奢侈品牌都没有正式授权网络经销商。大多数的产品只有通过网站被保证。这些公司雇用特殊买家取采购世界各地奢侈品。是否是真正的奢侈品是很难知道，所以消费者很关心奢侈品真实性的问题。

（2）相对于实体店，网购有价格优势。价格是市场营销4P理论中一个非常重要的元素。除了极少数的富豪们，大多数消费者对价格还是很敏感。一些消费者认为网上奢侈品的价格比专卖店便宜，折扣力度更大。然而，对于一些人来说，他们相信专卖店里更便宜，质量也有保障。

（3）支付过程的安全性：根据2006年的《中国互联网络发展状况统计报告》显示，34.3%网购用户担心网上支付的安全。虽然这个数字在今天可能会减少但是，由于奢侈品总是比大众产品更加昂贵，所以支付安全更受消费者的关注。随着电子商务的兴起，网络犯罪率也在不断的上升。奢侈品网站的安全性也是影响消费者购买决策的一大因素。

（4）物流安全。奢侈品的不仅有精美的设计也是拥有高品质。当消费者网购是产品的时候，奢侈品网站需要确保产品不仅能够到达消费者的手中，还需要良好的物流服务。目前中国有很多快递公司，但是这些公司的服务质量良莠不齐。包裹丢失、破损等已成为电商一个严重的问题。如何确保物流安全是一个很重要的因素。

（5）服务的水平。奢侈品不同于大众的产品。消费者购买的不仅是产品本身，而且还包括相关的服务。中国的奢侈品消费者只是偶尔的购买奢侈品，这些人从专卖店会获得VIP服务。销售人员通常是通过客户们的穿着和配件来判断他们是否是潜在的客户。然后，他们会提供不同级别的服务。如果销售人员觉得他们是潜在客户，则会提供最好的服务，这样可以提高业绩。如果觉得他们不是潜在客户，则可能甚至不招呼顾客。客户的歧视和非专业的服务是中国奢侈品市场的一个常见问题。奢侈品零售商是否可以避免这个问题，提供专业的服务，也成为奢侈品网购消费者关心的因素。

（6）方便省时。这项设置的两个问题。第一个是中国三四线的城市，很少有奢侈品专柜，消费者没有获得奢侈品的途径。奢侈品网站能更好地为他们服务，让他们不用去大城市就能买到奢侈品。其次，随着B2C的快速发展，很多人习惯于网上购物，为了节省时间和精力。这也是消费者考虑网购奢侈品的一个因素。

（7）更广的选择范围。线下的专柜一般只卖一种品牌的奢侈品，即使是同一品牌的奢侈品商店，他们也不能出售这个品牌的所有商品。对没有品牌忠诚度的消费者来说，他们想尝试不同奢侈品品牌，并进行比较。有些消费者可能喜欢某个品牌，但是在线下却买不到这个品牌。对于这些人来说，一个范围广泛的产品和品牌是一个值得关注的问题，也是一个重要的考虑因素。

（8）吸引力和网站的方便性。如果一个网站有一个非常复杂的交易系统，消费者也许没有耐心继续下去，也就不会购买了。

（9）这个是为了可能有新的想法或者意见不同的人设计的。通过这项设计，论文可以更好的完成。本量表的评分方法为”李克特五点量表法”，其中包括“非常重要”，“重要的”，“不确定”，不是重要的”和“没有问题”。

5.抽样设计

市场研究中通常采用随机抽样的的方法，采样过程中，每个个体被选择的概率是一样的。基于统计学理论，随机抽样是一个客观的、科学的抽样方法，以保证所选取的样本有一定的代表性。在实际工作中，根据等概率原理，从N人中抽取n是属于随机抽样，减少了人为因素使结果客观可靠。

有四个主要的随机抽样方法：简单随机抽样，系统抽样，整群抽样和分层抽样。

本文的正式研究以简单随机抽样的方法。所有的问卷都是通过电子邮件和专业的在线问卷调查网站进行收集的。

6.数据的分析和建议

将收集到的样本进行描述性的分析，然后进行数据分析，主要采用可靠性分析和因子分析。经过分析，讲得出一些结果和建议。

附外文文献原文

Study Design of Online Luxury Consumer Preference

ABSTRACT

Luxury consumption has a long history in all over the world no matter it was in the middle age or in modern world. Nowadays, thousands of luxury brands have emerged providing products from perfiime, clothes, jewelry to car, yacht. In all, we can buy luxury in almost every kind of goods as long as we want. As the second largest luxury consumption country, Chinas luxury industry has attracted the attention of all over the world. Although the future of online luxury selling is not so promising apparently, the trend of its fast growing is obvious. The study on consumers preference of online luxury shopping is based on the study of luxury consumption and the study of online shopping. It is changing not only the way of commodities consumption but also luxury consumption. Therefore, the targets for online luxury shopping are those luxury lovers who also enjoy online shopping experience. Based on all of these,this thesis is divided into five main parts. The basic knowledge about luxury and online luxury shopping. It gives out the origin,definition,classification and characters of luxury. Besides, this part will also systematically introduce the current situation of luxury shopping both domestic and abroad. Some related online marketing and consumers economics theories will be explained. Analyzes what elements consumers care about based on consumer psychology and marketing theory.

Key words: luxury, online consumption, consumer preference

1. Study Method

This part firstly studies the correlation between all th

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Study Design of Online Luxury Consumer Preference

ABSTRACT

Luxury consumption has a long history in all over the world no matter it was in the middle age or in modern world. Nowadays, thousands of luxury brands have emerged providing products from perfiime, clothes, jewelry to car, yacht. In all, we can buy luxury in almost every kind of goods as long as we want. As the second largest luxury consumption country, Chinas luxury industry has attracted the attention of all over the world. Although the future of online luxury selling is not so promising apparently, the trend of its fast growing is obvious. The study on consumers preference of online luxury shopping is based on the study of luxury consumption and the study of online shopping. It is changing not only the way of commodities consumption but also luxury consumption. Therefore, the targets for online luxury shopping are those luxury lovers who also enjoy online shopping experience. Based on all of these,this thesis is divided into five main parts. The basic knowledge about luxury and online luxury shopping. It gives out the origin,definition,classification and characters of luxury. Besides, this part will also systematically introduce the current situation of luxury shopping both domestic and abroad. Some related online marketing and consumers economics theories will be explained. Analyzes what elements consumers care about based on consumer psychology and marketing theory.

Key words: luxury, online consumption, consumer preference

1. Study Method

This part firstly studies the correlation between all theories. Since there is few theories about this field, it also mentioned the study made by other research institution. Based on these work,an initial scales with variables to be tested was created. Then combined with interviews of luxury consumers,it came forward with two hypothesizes. After a preliminary test of this scale, the formal questionnaire was created and spread. During this process,this study absorbs the achievements of predecessors and also other institutions study. Besides,this study conducted a small-scale interview to examine the reliability of the variables. Before the final questionnaire is created, a preliminary test was made by exploratory factor analysis and reliability analysis.

This study follows the above flow-chart which was created by Ma Qingguo in 2002.

2. Related Theories

In terms of online luxury shopping, there is no relevant specific theory. However, we can refer to theories of marketing,sales and even e-commerce. After E.Jerome McCarthy introduced the most famous “4P,,一Place,Product, Price and Promotion marketing theory, these four elements have become the foundation of marketing mix. All relative theories thereafter are derived from '4P'. Although e-commerce is similar to real business world, however, due to different operation method and environment, e-commerce is different from traditional commerce. There has not been a complete study about e-retailing before Charles Dennis and Bill Merrilees published the famous book of 'E-retailing Theory and Practice'. This book comprehensively introduced the relative theories and practice .This book gave guidance to online retailing business and help students, entrepreneurs in understanding e-retailing in every aspect. Based on field study, the book explains the relationship between potential rules of e-retailing and traditional retailing. This book also elaborates e-retailing mix: 7C theories.

7C theory is derived from 4P and the core 4C is in line with the 4P. Place can provide convenience for customer and products can bring customers value and benefits. Price is related with cost to the customer and promotion can be used for to communicate customer relationship.

In 2011, iResearch made a survey about the behavior of online luxury buyers. In this survey, the company simply listed five reasons for online luxury shopping. The reasons they gave includes: prices compared to exclusive stores, convenience and product delivery, self-choice of goods,no access to exclusive stores,no excess to special luxury. However, this report did not take into consideration of other factors like logistics,way of payment etc.

3. Consumers Interview

The interview is an important way to testify the initial scales and the significance of the study. It can also increase the reliability of the study.

There are two main reasons for this small-scale interview:

I: By small-scale group, we can understand the basic information of consumers including personal information and understanding of luxury.

II: We can get known about the reason for consumers making online luxury consumption.

This interview was held in March and April 2012, The interviewees includes 8 students who have bought luxury online and 8 college students who have bought luxury but not online. In this study, 'Key Incident' was used. Interviewees were asked to recall their latest time of luxury shopping, taking that experience as an key incident.

According to this thesiss purpose, the questions include:

I; Personal information like gender, age,understanding ofluxuiy.

II: Whether you have bought luxury online, which website and what you bought?

Ill; Why or why not you chose to buy luxury online?

IV: What elements you care about online shopping.

V: What measures can increase your loyalty to one luxury or non-luxury e-commerce website?

This interview was conducted in 2-3 persons group. Every interviewee was encouraged to say whatever they want and give their opinion about this study. After this interview, several conclusions can be made:

I: Luxury consumers who often buy things online more tend to make online luxury shopping while p

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