科研管理

科研管理 ›› 2016, Vol. 37 ›› Issue (6): 84-91.

• 论文 • 上一篇    下一篇

新媒体传播对本土新奢侈品品牌培育与顾客购买意向影响研究

梁磊1，赖红波2，3   

  1. 1同济大学  经济与管理学院，上海200092；
    2复旦大学 管理学院，上海200433；
    3华东理工大学 艺术设计与传媒学院，上海200237
  • 收稿日期:2015-04-22 修回日期:2016-01-03 出版日期:2016-06-20 发布日期:2016-06-12
  • 通讯作者: 赖红波
  • 基金资助:

    基金项目：中国博士后科学基金第八批特别资助 “设计制造互联网“三业”融合创新与转型升级机制与政策”；中国博士后科学基金项目（第55批，基金编号：2014M551296）；2015年上海市人民政府发展研究中心年度研究课题（编号：2015-GR-30）。

The Study of The New Media Spread on the Local New Luxury Brand Cultivation Research with the Customer Purchase Intention Influence

Liang Lei 1, Lai Hongbo 2, 3   

  1. 1. School of Economics and Management, Tongji University, Shanghai 200092, China;
    2. School of Management, Fudan University, Shanghai 200433, China;
    3. School of Art Design and Media, East China Universityof Science
    and Technology (ECUST), Shanghai 200237, China
  • Received:2015-04-22 Revised:2016-01-03 Online:2016-06-20 Published:2016-06-12

摘要： 在转型升级和互联网浪潮背景下，本研究提出了本土新奢侈品的概念，构建了基于新媒体传播为调节变量的产品感知、品牌感知、传统广告与消费购买意向的影响模型。同时，针对300多位消费者搜集了247份有效问卷，进行了实证分析。研究结果表明，新媒体传播在本土新奢侈品产品感知、品牌感知、传统广告与消费购买意向中发挥调节效应，即新媒体传播能增强本土奢侈品产品感知和品牌感知和传统广告对购买意向的影响。

关键词: 新奢侈品, 新媒体传播, 品牌, 升级

Abstract: In the transformation and upgrading of the wave of the internet background, this study put forward the concept of local new luxury, construct the new media based on the influence of perceived product, as moderating variables of brand perception, traditional advertising and consumer purchase intention model. At the same time, according to more than 300 consumers collected 247 valid questionnaires, empirical analysis. The results show that, the new media play a moderating effect on the purchase intention of native new luxury products, brand perception, perception of traditional advertising and consumption, the new media can influence the enhancement of local luxury product perception and brand awareness and traditional advertising on purchase intention.

Key words: new luxury, new media communication, brand, upgrading