摘要随着中国经济的快速发展，人均可支配收入提高，中国的奢侈品消费市场呈现了迅猛发展的势头。著名的贝恩咨询公司在《中国2014年奢侈品消费市场数据分析》中指出，中国2014年在全球奢侈品市场中占比29%，已经处于第一，领先了占比22%的美洲和占比21%的欧洲，成为了全球最大奢侈品购买国。再加上电子商务的发展，它的便捷性让越来越多的奢侈品消费者选择在网上购买。47877
本文先通过对相关文献和研究的整理，对奢侈品网购消费者行为与心理方面进行了初步的分析，再总结出影响他们购买行为的因素，设计出调查问卷，运用SPSS进行分析，得出相关的结论。
Abstract：With the rapid development of China's economy, the per capital disposable income increased, the China luxury market presented in rapid development momentum. Famous bain consulting company in “China 2014 luxury consumption market data analysis”, points out that in China in 2014 accounted for 29% of global luxury market, already at first, the leading accounted for 22% of the Americas and accounted for 21% of the Europe, became the world's biggest luxury goods to buyer. Along with the development of electronic commerce, its convenience to let more and more luxury consumers choose to buy on the net.
This article through to the related literature and research, first on luxury goods online shopping consumer behavior and psychological aspects has carried on the preliminary analysis, and then sums up the factors that affect their purchasing behavior, design the questionnaire, using the SPSS for analysis,relevant conclusions.
Keyword：Luxury; Online shopping; Behavioral and psychological
目录
1.引言 4
1.1.研究背景 4
1.2.国内外研究 5
1.2.1国外相关研究 5
1.2.2.国内相关研究 5
1.3.研究内容 5
1.4.研究需要解决的问题 6
1.5.研究方法 6
2.奢侈品行业分析 6
2.1奢侈品的定义和特点 6
2.1.1奢侈品的定义 6
2.1.2奢侈品的特点 7
2.2.中国的奢侈品市场 7
2.3.中国奢侈品网购市场的现状与发展趋势 8
3.奢侈品网购消费者的行为和心理因素分析 8
3.1.奢侈品消费特征 8
3.2.奢侈品消费者的动机分析 9
3.3.奢侈品消费者的心理特征 9
3.4.奢侈品网上消费的特点 10
3.5.奢侈品网购消费者的行为与心理分析 10
4.实证研究 11
4.1.问卷调查 11
4.1.1问卷设计 11
4.2.描述性统计 12
4.3.信度分析 14
4.4.因子分析 15
4.4.1.效度分析 15
4.4.2因子分析 15
4.5.其他因素分析 奢侈品网购消费者行为与心理分析:http://www.youerw.com/guanli/lunwen_50151.html