消费者动机和奢侈品消费外文文献翻译.docx

消费者动机和奢侈品消费外文文献翻译.docx

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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

Consumermotivationandluxuryconsumption:

Testingmoderatingeffects

DebraGrace,MitchellRoss

Abstract

Despitethegrowthofluxurymarketsduringthelastdecade,luxurybrandmanagementisfacingtremendouschangesandchallenges.Inpreviousresearch,thefocushaslargelybeenontheappealofluxurybrandstorepresentstatusandprestige.However,thisstudyarguesthatluxuryconsumptionishighlyindividualisticandisameansthroughwhichconsumerspursuepersonalgoals.

Thisresearchexaminestheinfluenceofconsumergoalattainment（extrinsicandintrinsic）onintentiontopurchaseluxuryproducts（explicitlyversussubtlymarked）.Study1examinesthemoderatingroleofconsumerneedforuniqueness.Study2examinesthemoderatingroleofself-monitoringofexpressivebehaviour.Thisresearchresultedinthreemajorfindings.Firstly,thisresearchshowsthatallrespondentsweremorewillingtobuyaluxuryproductwhenitwassubtlymarkedratherthanexplicitlymarked.Secondly,extrinsicallymotivatedrespondentsshowedagreaterpreferencefortheluxuryproduct,irrespectiveofsignaltype,thandidintrinsicallymotivatedrespondents.Thirdly,fortheintrinsicallymotivatedrespondents,Study1showedthatindividualswhoseneedsforuniquenessishigharepredisposedtoinconspicuousconsumption.Thiseffectwasobservedforrespondentswhowereintrinsicallymotivated,butnotforthosewhowereextrinsicallymotivated.Study2demonstratedthatlowself-monitorsweremoredisposedtoinconspicuousconsumption.Again,thiseffectwasobservedforrespondentswhowereintrinsicallymotivated,butnotforthosewhowereextrinsicallymotivated.Theoreticalandpracticalimplicationsarediscussed.

Keywords:

Intrinsicmotivation,Extrinsicmotivation,Needforuniqueness,Self-monitoring,Luxuryproductconsumption

Introduction

Consumptionofluxurybrands,whichisanimportantlifestylechoiceformanyconsumers,differsbysignalsofidentity,dependingontheextenttowhichaluxuryproductisconspicuouslyorexplicitlybranded.Traditionally,researchersarguethatconsumersareattractedtohighlyvisiblebrandmarkersinsuchawayastodisplaywealth（Chanetal.,2015, Hanetal.,2010）,acquiresocialstatus（O’CassandMcEwen,2004, OrdabayevaandChandon,2011, KastanakisandBalabanis,2014）,andseekuniqueness（Gentinaetal.,2016, ZhanandHe,2012）.

Inthecontemporarymarketplace,however,whilemanyconsumersstillpreferluxurybrandswithexplicitbrandmarks,therehasbeenanincreaseindemandforsophisticationandsubtletyinluxurybranding（Eckhardtetal.,2015）.Forexample,wealthyconsumersmightbewillingtopayapremiumforsubtlybrandedproductsthatonlytheyandafewotherscanrecognize（Hanetal.,2010）,thusfacilitatinginteractionswithothers“intheknow”（BergerandWard,2010,p.556）.

Althoughpreviousresearch（e.g., KastanakisandBalabanis,2014）hasemphasizedtheimpactofsocialinfluencesonluxuryconsumption,notallluxuryconsumersareorientedtowardanouterpublicselfwithsomeluxuryconsumersorientedtowardaninnerprivateself（WongandAhuvia,1998）.Additionally,luxuryconsumptionmaybedrivenbyextrinsicmotivations（e.g.,wealthandsocialstatus）orintrinsicmotivations（e.g.,qualityandself-directedpleasure）（Truong,2010）.Therefore,aresearchgapexistsinourunderstandingastowhyagrowingnumberofconsumersareshiftingfromexplicitbrandsignalstomoresubtlybrandedformsofluxuryproducts.Toaddressthisgapweneedtobetterunderstandingthefactorsthatinfluencewhetherconsumerschoosesubtleorexplicitbrandmarksinaluxuryconsumptionsituation.

Thisresearchseekstoaddressthisresearchgapbyinvestigatingbothextrinsicandintrinsicmotivationsonconsumerpreferenceforsubtleversusexplicitbrandmarks.Furthermore,thisstudyproposesthat,dependingonconsumerattitudetowardtheluxurybrand,consumermotivationhasadirectand/orindirectrelationshipwithluxuryconsumption.Whenthedesiretoexpressindividuality（i.e.,needforuniqueness）drivesluxuryconsumptiontheself-expressionattitudetowardthatbrandisincreased（BianandForsythe,2012）.Alternatively,whenthedesiretoexhibitsocialstanding（i.e.self-monitoring）drivesluxuryconsumptiontheself-presentationattitudetowardthatbrandisincreased（BianandForsythe,2012）.Overall,thisresearchexaminestheextenttowhich（a）extrinsicmotivationenhancesconspicuousconsumption,（b）intrinsicmotivationenhancesinconspicuousconsumption,and（c）whetherneedforuniquenessandself-monitoringmoderatetherelationshipsin（a）and（b）.

Theremainderofthisarticleispresentedasfollows.Thenextsectionreviewstheliteratureonself-determinationtheory,consumerconsumption（conspicuousandinconspicuous）andmotivation（intrinsicandextrinsic）.Thisisfollowedbyourhypothesisdevelopmentbasedaroundneedforuniqueness,andself-monitoringofexpressivebehaviour.Subsequently,ourmethodologyandresultsarepresented.Finally,thetheoreticalandpracticalimplicationsofthefindingsarediscussed.

Theoreticalframework:

self-determinationtheory

Amacro-theorypertainingtohumanmotivation,self-determinationtheory（SDT）conceptualisesanapproachtomotivationfocusingonbehaviouralregulationandpersonalitydevelopment（RyanandDeci,2000）.SDTcategorisesmotivationasautonomous（intrinsicmotivation）andcontrolled（extrinsicmotivation）（DeciandRyan,2011）.

Forindividuals,intrinsicmotivationreflectsthesatisfactionandpleasurederivedfromengaginginorundertakinganactivityforitsownsake（Walkeretal.,2006）andisassociatedwithhighlevelsofself-determination（Fairchildetal.,2005）.Alternatively,extrinsicmotivationreflectsbehaviourviewedmoreasameanstoanend（Walkeretal.,2006）andismorereliantonexternalrewardsordemands（RyanandDeci,2000）.Extrinsicmotivationisassociatedwithlowerlevelsofself-determination（Fairchildetal.,2005）.SDThasbeenusedextensivelyinstudiesinvestigatingconsumermotivationandiswellestablishedasatheoreticalframeworkfortheinvestigationofconsumerbehaviourinthecontextofluxuryconsumption（e.g., TruongandMcColl,2011; HuddersandPandelaere,2012; KiandKim,2016）.

Consumerconsumption:

conspicuousandinconspicuous

Conspicuousconsumptioninvolvespublicdisplayofpossessionsasawaytodisplaywealthandenhanceone'sprestigeinsociety. Leibenstein（1950） andothers（e.g., DuboisandDuquesne,1993; VigneronandJohnson,1999）refertoconspicuousconsumptionasthepubliclydisplayofwealthinordertoimpressothers;thepurchaseofluxurygoodsasastatusdifferentiator,andasameansofsocialidentification.Inthemarketingliterature,theconsumptionofluxuryhasbeeninextricablytiedtoconspicuousconsumption（e.g., BeardenandEtzel,1982; BraunandWicklund,1989; WongandAhuvia,1998; PhauandPrendergast,2000）.Additionally,previousresearchhashighlightedthedominantroleofincomeorwealthinexplainingluxurygoodsconsumption（Hanetal.,2010）.Researchershavealsousedstatusandconspicuousnessasabenchmarktomeasurethecomponentofluxuryinaproduct（Truongetal.,2008, Eastmanetal.,2018）.Inacontemporarycontext, BergerandWard（2010） and Eckhardtetal.（2015） arguethat,inthecurrentmarket,consumersaremorelikelytouseinconspicuoussignalsratherthanconspicuousbrandnamesinshapingtheirpreferencesforluxuryproducts. Eckhardtetal.（2015） identifysophisticationandsubtletyasbeingthekeycomponentsofinconspicuousness.However,littleresearchhasbeendevotedtotheexplorationofthesecomponents.

Theriseofinconspicuousconsumptionofluxurybrandsreflectsashiftinconsumerattitudesawayfromsocialclassandstatus-seekingandtowardspersonalisedexperience（Eckhardtetal.,2015）. Okonkwo（2009） statesthat“luxuryisneitheraproduct,anobject,aservicenorisitaconceptoralifestyle.Itisanidentity,aphilosophyandaculture”（p.302）.Inasimilarvein, KapfererandBastien（2009） arguethat“moneyisnotenoughtodefineluxurygoods:

itonlymeasuresthewealthofthebuyer.Butmoneyisnotameasureoftaste”（p.4）.Thissuggeststhat,inapostmodernsociety,consumersacquireluxuryproductsforbothconspicuousandinconspicuousreasons（AtwalandWilliams,2009, Eckhardtetal.,2015）.

Anotherperspectiveintheconceptualisationoftheconstructofluxuryconsumptionisthatconsumersacquireluxuryproductsinamannerinfluencedbytheirpersonal-orientedperceptionsandmotivations（AtwalandWilliams,2009）.Luxuryproductsarepurchasedtomeetbothintrinsicandextrinsicneedsofconsumers（Solomon,1983, Tynanetal.,2010）. Hemetsbergeretal.（2012） arguethatluxuryexperiencesarelinkedtotheindividualinameaningfulway.Therefore,luxuryproductconsumptionismeaningfultoconsumersinthatitenhancestheirself-concept（Ahuvia,2005, Baueretal.,2011）.Specifically,luxuryproductconsumptioninvolvesintrinsicandextrinsicmotivation,whichisimportanttounderstandhowluxuryproductconsumptionisintimatelytiedtosenseofself.

Consumermotivation:

intrinsicandextrinsic

Luxuryconsumptionisparticularlyrelevanttothepursuitofpersonalgoalsormotivations（Truongetal.,2010）. RyanandDeci（2000） arguethatthemostbasicdistinction,incontemporaryconsumerresearchandtheory,isbetweenintrinsicandextrinsicmotivation. KasserandRyan（1996） definedthesetwobroadclassesofmotivationmorespecificallyintermsoftheircomponentfactors:

Extrinsicgoalsarecharacterizedbyafocusonwealthandfinancialsuccess（money）,gain