论文总字数：39791字

摘 要

潮牌即潮流品牌，主要指的是那些站在时尚潮流前端的原创且独具特色的品牌。近几年，随着我国国民经济的发展，年轻一代消费群体对品牌的认知和消费进入全新阶段，潮牌文化异军突起，部分潮牌的销量超越了一些国际时尚大牌，并成为国际时装周的新星。各大老牌服饰品牌、新兴服饰品牌以及独立设计师都想从潮牌文化的兴起中分一杯羹，但我国本土的服饰品牌例如安踏潮牌、中国李宁在潮牌文化的实践中还处于探索阶段，尚且存在诸多不足，难以有效吸引消费者为国产潮牌产品进行溢价支付。本研究以大众消费者和潮牌为研究对象，采用文献研究法、观察法以及问卷调查法等研究方法，综合分析影响消费者对潮牌溢价支付意愿的影响因素，并建立了研究模型，通过对问卷数据的分析，验证模型是否成立。研究发现，潮牌的一些特征会分别对潮牌的“潮度”和消费者的溢价支付意愿产生正向的影响。同时，由知名设计师设计的潮牌将会通过其“潮度”中的艺术性影响消费者的溢价支付意愿。消费者的性别、年龄、职业和收入等个人特征因素也将对其溢价支付意愿产生影响。根据影响消费者对潮牌溢价支付意愿的因素，本文为处在潮牌探索阶段的品牌和独立设计师提供一定参考建议。

关键词：潮牌 溢价支付 消费需求

A study on the mechanism of Consumers' premium payment to Street Brand

Abstract

Street brand mainly refers to those original and unique brands standing at the front of fashion trend.In recent years, the young consumer groups have entered a new stage of brand recognition and consumption, and the culture of street brand has sprung up,with the development of China's national economy. The sales volume of some street brand brands has surpassed some of the international fashion brands, and has become a new star of the international fashion week. All the old brands, new brands and independent designers want to share in the rise of street brand culture, but the local brands such as Anta’s street brand and Li Ning of China are still in the exploration stage in the practice of street brand culture, and there are still many deficiencies, so it is difficult to effectively attract consumers to pay premium for domestic street brand products.This study takes the consumers and street brand as the research object, and uses the research methods of literature research, observation and questionnaire survey to comprehensively analyze the influencing factors of consumers' willingness to pay for street brand premium, and establishes a research model.Through the analysis of questionnaire data, it verifies whether the model is established. We found that some characteristics of street brand will have a positive impact on brand coolness and consumers' willingness to pay premium. At the same time, fashion brand designed by famous designers will influence consumers' willingness to pay premium through its artistry in brand coolness. Consumers' personal characteristics such as gender, age, occupation and income will also affect their willingness to pay premium. According to the factors that affect consumers' willingness to pay for street brand premium, this paper provides some suggestions for brands and independent designers in the stage of street brand exploration.

Key Words:Srreet brand; Premium payment; Consumer demand

目录

摘要 I

Abstract II

第一章 绪论 1

1.1论文研究背景 1

1.1.1潮牌行业环境 1

1.1.2我国潮牌面临的问题 1

1.2研究目的和意义 2

1.2.1研究目的 2

1.2.2研究意义 2

1.3论文的主要内容、方法、思路 3

1.3.1研究内容 3

1.3.2研究方法 3

1.3.3研究思路 3

第二章 文献回顾与研究假设 5

2.1潮牌 5

2.1.1潮牌的概念及有关研究方向 5

2.1.2潮牌产品的特征及“潮度” 6

2.2溢价支付意愿 6

2.2.1溢价支付意愿的概念 6

2.2.2关于溢价支付意愿的研究 7

2.3研究假设与模型构建 7

第三章 问卷设计与样本特征 10

3.1调查问卷设计与搜集 10

3.2样本特征分析 10

第四章 数据分析 12

4.1信度与效度分析 12

4.2影响因素的相关性分析 12

4.2.1潮牌“潮度”与潮牌特征的相关性分析 12

4.2.2消费者溢价支付意愿与潮牌特征的相关性分析 14

4.3中介变量的中介效应分析 14

4.3.1影响因素的回归分析 15

4.3.2回归系数的Sobel检验 16

4.4干扰变量的调节作用分析 16

第五章 研究结论 19

5.1相关分析结论 19

5.2中介效应分析结论 19

5.3干扰变量调节作用分析结论 20

5.4研究的局限性 21

参考文献 22

致谢 24

附录一：调查问卷 25

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