Research On The Dimension,Measurement And Perceive Difference Of Moral Personality Of Luxury Brand Based On The Consumer Perspective

In the 21 st century,with the deterioration of ecological environment,people pay more and more attention to moral issues.For luxury brands,the moral value of their brands is very important,which will affect consumer behavior permanently,consistently and steadily.Since the 1990 s,western moral psychology has turned to the study of moral personality.It is believed that personality factors must be taken into account in order to study individual morality accurately.However,the previous studies on moral personality were all about humanity,lacking the study on brand moral personality.Therefore,based on the brand personification theory and moral personality related research,this study uses the research paradigm of personality trait orientation of moral personality for reference.And adopts the vocabulary method to explore the dimension of moral personality of luxury brands.The research is mainly divided into three stages: firstly,by combing literature and the semi-structured interview data of 15 respondents measuring item analysis,this study has the symmetry of word meaning and the clarity of the analysis and selection of the project,on this basis,a preliminarily the Luxury Brand' Moral Personality Semantic Difference scale(first edition)is formed and send out the Luxury Brand Moral Personality Semantic Difference Scale(the first edition),then analyze it.The dimension of Luxury Brand Moral Personality is determined by exploratory factor analysis.After this step,the measurement items are reduced from 52 groups of vocabulary to 17 groups,and the Luxury Brand Moral Personality Semantic Difference Scale(the final version)is formed.Then,the research conducted the second round of questionnaire collection and analysis.In this study,exploratory factor analysis and confirmatory factor analysis were used to validate the dimensions of luxury brand moral personality structure and the reliability and validity of the scale.Finally,this study uses descriptive statistical analysis and one-way analysis of variance for the perception of luxury brand moral personality.The main conclusions of this study are as follows: firstly,the moral personality of luxury brands is composed of five factors: wisdom,justice,temperance,courage and affinity.Among them,wisdom includes four sub-projects: focus,initiative,creativity and the pursuit of excellence;justice includes four items: justice,respect,friendship and cooperation;temperance includes three projects: prudence,principle and law-abiding;courage includes three projects: honesty,courage and self-confidence;affinity includes enthusiasm,care and friendliness.Secondly,the Luxury Brand Moral Personality Semantic Difference Scale(LBMPSD)consists of 17 items,which can measure five factors of luxury brand moral personality.Furthermore,the scale has good internal consistency,split-half reliability and composite reliability,and also has good structural validity,convergence validity and discriminatory validity.Thirdly,in the analysis of the influence of demographic variables on the total score of luxury brand moral personality,this study found that age,education level and work unit nature had significant main effects on LBMPSD score,and there was a significant interaction between age,purchase status,education level and work unit nature and LBMPSD total score.Finally,this research finds that the “wisdom” dimension of luxury brands is the most important moral personality dimension of consumers,and the research results also show that gender has influence on the “affinity” dimension and “temperance” dimension,as well as the degree of education has significant differences in “wisdom” dimension.