Abstract:

Based on the product scarcity theory and the luxury perceived value theory, this paper constructs a theoretical model of the relationship between online availability and perceived value of luxury goods and purchase intention. The empirical results show that online accessibility has a significant negative influence on the conspicuous value and unique value of the perceived value of luxury goods, but has no significant influence on perceived quality, hedonic value, and self-identity value. In addition, perceived conspicuous value and unique value have a mediation effect on online accessibility and purchase intention.

Key words: online channel, luxury brands, online accessibility, perceived luxury value, purchase intention

摘要：

基于产品稀缺性理论和奢侈品感知价值理论，构建了线上易获得性、奢侈品感知价值与购买意愿关系的理论模型。实证结果发现，线上易获得性对奢侈品感知价值中的炫耀价值和独特价值产生显著的负向影响，而对感知质量、享乐价值和自我价值没有显著影响。同时，研究结果还发现，消费者对奢侈品的感知价值会显著影响购买意愿，感知炫耀价值和独特价值在线上易获得性对奢侈品购买意愿的影响中起中介作用。

关键词: 线上渠道, 奢侈品牌, 线上易获得性, 感知奢侈价值, 购买意愿