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人类行为的终极目的是人类自身的快乐,“趋乐避苦”是人类行为的根本原则,随着全球性的消费环境改善、消费行为转变和消费能力提高,“新奢侈”消费行为也逐渐盛行,相应的新奢侈消费者的生活形态也发生了很大的变化,出现了一种名为“新奢侈品”的新型消费品与“新奢侈品消费族”。通过研究发现,这种生活形态的改变,以及新奢侈品本身的品牌个性、品牌价值会在不同程度上对新奢侈族的快乐生活及其持久度产生影响。
The ultimate goal of human behavior is the happiness of human beings. The principle of “seeking refuge and avoiding happiness” is the fundamental principle of human behavior. With the improvement of the global consumption environment, the change of consumption behavior and the improvement of spending power, consumption of “new luxury” Behavior has also gradually prevailed, the corresponding new luxury consumers lifestyle has undergone great changes, there has been a new type of consumer goods called “new luxury ” and “new luxury consumer group ”. Through the study found that this change in lifestyle, as well as the new luxury brand itself, brand value will to varying degrees, the new luxury family happy life and its lasting impact.