消费者动机和奢侈品消费外文文献翻译.docx

1、消费者动机和奢侈品消费外文文献翻译消费者动机和奢侈品消费外文翻译2019-2020英文Consumer motivation and luxury consumption: Testing moderating effectsDebra Grace, Mitchell RossAbstractDespite the growth of luxury markets during the last decade, luxury brand management is facing tremendous changes and challenges. In previous research, t

2、he focus has largely been on the appeal of luxury brands to represent status and prestige. However, this study argues that luxury consumption is highly individualistic and is a means through which consumers pursue personal goals.This research examines the influence of consumer goal attainment (extri

3、nsic and intrinsic) on intention to purchase luxury products (explicitly versus subtly marked). Study 1 examines the moderating role of consumer need for uniqueness. Study 2 examines the moderating role of self-monitoring of expressive behaviour. This research resulted in three major findings. First

4、ly, this research shows that all respondents were more willing to buy a luxury product when it was subtly marked rather than explicitly marked. Secondly, extrinsically motivated respondents showed a greater preference for the luxury product, irrespective of signal type, than did intrinsically motiva

5、ted respondents. Thirdly, for the intrinsically motivated respondents, Study 1 showed that individuals whose needs for uniqueness is high are predisposed to inconspicuous consumption. This effect was observed for respondents who were intrinsically motivated, but not for those who were extrinsically

6、motivated. Study 2 demonstrated that low self-monitors were more disposed to inconspicuous consumption. Again, this effect was observed for respondents who were intrinsically motivated, but not for those who were extrinsically motivated. Theoretical and practical implications are discussed.Keywords:

7、 Intrinsic motivation, Extrinsic motivation, Need for uniqueness, Self-monitoring, Luxury product consumptionIntroductionConsumption of luxury brands, which is an important lifestyle choice for many consumers, differs by signals of identity, depending on the extent to which a luxury product is consp

8、icuously or explicitly branded. Traditionally, researchers argue that consumers are attracted to highly visible brand markers in such a way as to display wealth (Chan et al., 2015,Han et al., 2010), acquire social status (OCass and McEwen, 2004,Ordabayeva and Chandon, 2011,Kastanakis and Balabanis,

9、2014), and seek uniqueness (Gentina et al., 2016,Zhan and He, 2012).In the contemporary marketplace, however, while many consumers still prefer luxury brands with explicit brand marks, there has been an increase in demand for sophistication and subtlety in luxury branding (Eckhardt et al., 2015). Fo

10、r example, wealthy consumers might be willing to pay a premium for subtly branded products that only they and a few others can recognize (Han et al., 2010), thus facilitating interactions with others “in the know” (Berger and Ward, 2010, p. 556).Although previous research (e.g.,Kastanakis and Balaba

11、nis, 2014) has emphasized the impact of social influences on luxury consumption, not all luxury consumers are oriented toward an outer public self with some luxury consumers oriented toward an inner private self (Wong and Ahuvia, 1998). Additionally, luxury consumption may be driven by extrinsic mot

12、ivations (e.g., wealth and social status) or intrinsic motivations (e.g., quality and self-directed pleasure) (Truong, 2010). Therefore, a research gap exists in our understanding as to why a growing number of consumers are shifting from explicit brand signals to more subtly branded forms of luxury

13、products. To address this gap we need to better understanding the factors that influence whether consumers choose subtle or explicit brand marks in a luxury consumption situation.This research seeks to address this research gap by investigating both extrinsic and intrinsic motivations on consumer pr

14、eference for subtle versus explicit brand marks. Furthermore, this study proposes that, depending on consumer attitude toward the luxury brand, consumer motivation has a direct and/or indirect relationship with luxury consumption. When the desire to express individuality (i.e., need for uniqueness)

15、drives luxury consumption the self-expression attitude toward that brand is increased (Bian and Forsythe, 2012). Alternatively, when the desire to exhibit social standing (i.e. self-monitoring) drives luxury consumption the self-presentation attitude toward that brand is increased (Bian and Forsythe

16、, 2012). Overall, this research examines the extent to which (a) extrinsic motivation enhances conspicuous consumption, (b) intrinsic motivation enhances inconspicuous consumption, and (c) whether need for uniqueness and self-monitoring moderate the relationships in (a) and (b).The remainder of this

17、 article is presented as follows. The next section reviews the literature on self-determination theory, consumer consumption (conspicuous and inconspicuous) and motivation (intrinsic and extrinsic). This is followed by our hypothesis development based around need for uniqueness, and self-monitoring

18、of expressive behaviour. Subsequently, our methodology and results are presented. Finally, the theoretical and practical implications of the findings are discussed.Theoretical framework: self-determination theoryA macro-theory pertaining to human motivation, self-determination theory (SDT) conceptua

19、lises an approach to motivation focusing on behavioural regulation and personality development (Ryan and Deci, 2000). SDT categorises motivation as autonomous (intrinsic motivation) and controlled (extrinsic motivation) (Deci and Ryan, 2011).For individuals, intrinsic motivation reflects the satisfa

20、ction and pleasure derived from engaging in or undertaking an activity for its own sake (Walker et al., 2006) and is associated with high levels of self-determination (Fairchild et al., 2005). Alternatively, extrinsic motivation reflects behaviour viewed more as a means to an end (Walker et al., 200

21、6) and is more reliant on external rewards or demands (Ryan and Deci, 2000). Extrinsic motivation is associated with lower levels of self-determination (Fairchild et al., 2005). SDT has been used extensively in studies investigating consumer motivation and is well established as a theoretical framew

22、ork for the investigation of consumer behaviour in the context of luxury consumption (e.g.,Truong and McColl, 2011;Hudders and Pandelaere, 2012;Ki and Kim, 2016).Consumer consumption: conspicuous and inconspicuousConspicuous consumption involves public display of possessions as a way to display weal

23、th and enhance ones prestige in society.Leibenstein (1950)and others (e.g.,Dubois and Duquesne, 1993;Vigneron and Johnson, 1999) refer to conspicuous consumption as the publicly display of wealth in order to impress others; the purchase of luxury goods as a status differentiator, and as a means of s

24、ocial identification. In the marketing literature, the consumption of luxury has been inextricably tied to conspicuous consumption (e.g.,Bearden and Etzel, 1982;Braun and Wicklund, 1989;Wong and Ahuvia, 1998;Phau and Prendergast, 2000). Additionally, previous research has highlighted the dominant ro

25、le of income or wealth in explaining luxury goods consumption (Han et al., 2010). Researchers have also used status and conspicuousness as a benchmark to measure the component of luxury in a product (Truong et al., 2008,Eastman et al., 2018). In a contemporary context,Berger and Ward (2010)andEckhar

26、dt et al. (2015)argue that, in the current market, consumers are more likely to use inconspicuous signals rather than conspicuous brand names in shaping their preferences for luxury products.Eckhardt et al. (2015)identify sophistication and subtlety as being the key components of inconspicuousness.

27、However, little research has been devoted to the exploration of these components.The rise of inconspicuous consumption of luxury brands reflects a shift in consumer attitudes away from social class and status-seeking and towards personalised experience (Eckhardt et al., 2015).Okonkwo (2009)states th

28、at “luxury is neither a product, an object, a service nor is it a concept or a lifestyle. It is an identity, a philosophy and a culture” (p. 302). In a similar vein,Kapferer and Bastien (2009)argue that “money is not enough to define luxury goods: it only measures the wealth of the buyer. But money

29、is not a measure of taste” (p. 4). This suggests that, in a postmodern society, consumers acquire luxury products for both conspicuous and inconspicuous reasons (Atwal and Williams, 2009,Eckhardt et al., 2015).Another perspective in the conceptualisation of the construct of luxury consumption is tha

30、t consumers acquire luxury products in a manner influenced by their personal-oriented perceptions and motivations (Atwal and Williams, 2009). Luxury products are purchased to meet both intrinsic and extrinsic needs of consumers (Solomon, 1983,Tynan et al., 2010).Hemetsberger et al. (2012)argue that

31、luxury experiences are linked to the individual in a meaningful way. Therefore, luxury product consumption is meaningful to consumers in that it enhances their self-concept (Ahuvia, 2005,Bauer et al., 2011). Specifically, luxury product consumption involves intrinsic and extrinsic motivation, which

32、is important to understand how luxury product consumption is intimately tied to sense of self.Consumer motivation: intrinsic and extrinsicLuxury consumption is particularly relevant to the pursuit of personal goals or motivations (Truong et al., 2010).Ryan and Deci (2000)argue that the most basic di

33、stinction, in contemporary consumer research and theory, is between intrinsic and extrinsic motivation.Kasser and Ryan (1996)defined these two broad classes of motivation more specifically in terms of their component factors: Extrinsic goals are characterized by a focus on wealth and financial success (money), gain