Business School, Guilin University of Technology, Guilin, Guangxi, China.
PLoS One. 2024 Mar 22;19(3):e0297050. doi: 10.1371/journal.pone.0297050. eCollection 2024.
The study on the impact of consumer purchase intention on luxury goods has received widespread attention from the academic community. This study collected research data in Guilin, China, through questionnaire survey, and conducted an empirical study on the influencing factors of luxury consumers' purchase intention. The results show: The price level of luxury goods has a positive impact on consumers' face perception, while the positive impact of price level on expected regret has not been verified. Consumer's face perception has positive and negative effects on consumers' expected regret and consumers' purchase intention respectively. Consumer's downward expected regret and consumer's upward expected regret have different effects on consumers' purchase intention. Consumers' face perception and expected regret play a mediating effect in the research of influence relationship. This study is conducive to a better analysis of the psychology and behavior of Chinese luxury consumers, enriching the theoretical connotation of consumer psychology, and promoting the healthy development of the luxury goods industry.
消费者购买意愿对奢侈品的影响研究受到学术界的广泛关注。本研究通过问卷调查的方式在中国桂林收集研究数据，并对奢侈品消费者购买意愿的影响因素进行了实证研究。结果表明：奢侈品的价格水平对消费者的面子感知有正向影响，而价格水平对预期后悔的正向影响并未得到验证。消费者的面子感知对消费者的预期后悔和消费者的购买意愿分别具有正向和负向影响。消费者的向下预期后悔和消费者的向上预期后悔对消费者的购买意愿有不同的影响。消费者的面子感知和预期后悔在影响关系的研究中起中介作用。本研究有助于更好地分析中国奢侈品消费者的心理和行为，丰富消费者心理学的理论内涵，促进奢侈品行业的健康发展。
