地位恐慌对中国人奢侈品消费购买意愿的影响：基于社会认同理论的视角

从物尽其用的节俭社会，一跃成为全球最强劲的新兴奢侈品市场，中国人的奢侈品消费行为背后隐藏着独特的消费动机。本研究试图在中国社会转型的情景中，探索"符号迷恋"、"未富先奢"的中国式奢侈品消费现象产生的社会心理动机。社会转型伴随急剧的社会流动，人们的社会身份与阶层地位也随之发生急剧的变动，由于消费认同是通往社会认同最直接的方式，于是作为最具符号价值与象征意义的奢侈品，成为人们获得身份认同、缓解地位恐慌的媒介。我们的研究首先开发地位恐慌量表，然后选择身份地位困惑最显著的群体青少年、白领、新富阶层作为研究对象，通过系列实验探索地位恐慌与奢侈品购买意愿之间的发生机制；最后进行大样本的抽样调查验证实验结果的外部效度。这是一项社会学、心理学和营销学多学科的交叉研究，也是扎根中国市场探索本土化营销理论的一次艰难而有价值的尝试。研究可望为致力打造中国奢侈品品牌的企业提供品牌构建与推广的理论指导。

China has boomed into world's most attractive emerging luxury market from economical society within so short a time, where unique consumption behavior motives are hidden for every Chinese luxury consumption behavior. This study attempts to explore the social psychological motivation of Chinese luxury consumption phenomenon characterized as "symbol addiction" and "luxurious before rich". Our assumption sets as in the context of social transformation, social mobility along with class and status change intensifies; consumption identity as the most direct approach to social identity, luxury products being of most symbolic value and significance now serve as media to help people acquire status identity and alleviate status panic. The main research includes three parts: 1) Develop status panic scale. 2) Explore the mechanism between status panic and luxury purchase intention through 36 experiments whose research objects are three most status confused groups, namely teenagers, white-collar workers, and new rich class. 3) Verify experiments' external utility through a large number of sample surveys nationwide and try to define luxury market segmentation from class boundary dimension and group mind dimension. This study is a multidisciplinary research among sociology, psychology, and marketing, is also a challenging but worthy attempt to explore China-based local marketing theory. This study aims to provide theoretical support of product development and brand promotion for enterprises who would love to build up Chinese luxury brand.