英语翻译The study in fact showed that the driver behind consumer

英语翻译
The study in fact showed that the driver behind consumer’s ultimate willingness to pay a premium for a brand is largely determined by the level of consumer involvement,especially for the consumption of brands with status.Marketing initiatives that could be employed to enhance consumer involvement would therefore be particularly important.Such finding in fact corroborates the argument of O’Cass (2000),which was discussed above,that the success of marketing initiatives will be affected by the ability to increase consumer involvement.Since consumers’ perception of and attitude towards status brand would be positively affected by their level of involvement in terms of product and product purchase involvements as illustrated by this fashion brand study.Nevertheless,communicating a brand with appropriate status relevant to the target consumers,particularly to those with higher involvement,will help to create desirable perceptions towards the brand that will affect consumers’ willingness to pay a higher price for the brand.Such branding of products for the purpose of status upholding and enhancing would be expected to have a significant positive effect on consumers’ brand attitude and their willingness to pay a premium as demonstrated from the consumer behaviour of this group of Gen Y Chinese consumers.
Limitations and future research
This study used university student samples as subjects of Generation Y.However,Gen Y consumer segment also comprises of non-students who are important customers to a lot of businesses.The findings of this study,therefore,may have limitations to infer the behaviour of non-student consumers.Besides,this study used fashion clothing as the focal object for theory testing,consumers may behave differently when responding to other product categories.Therefore,future research could consider these aspects to include non-student Gen Y samples,and/or applications to other product categories.
Conclusion
As discussed,this study focused on examining Chinese Generation Ys consumer involvement in fashion clothing and their brand perceptions and consumption.Understanding the factors underlying consumer behaviour is important,particularly in the China context due to the increasingly sophisticated market condition and market potential.Along with the discussion on the extant literature,hypotheses were developed to ascertain the consequential effect of consumer involvement on brand status and brand attitude,and their effect as antecedents to consumer’s WTP for a specific brand.
The study finds that:Generation Y Chinese young adult consumers who are high in consumer involvement will likely perceive those premium brands as status brands and such perception on brand status will significantly and positively affect their attitude towards the brand.Consequently,consumers who perceive higher status with a brand will generally hold a positive attitude towards the brand and ultimately will be more willing to pay a premium for that particular brand.The findings of this study are important,particularly in the context on the cohort studied and the country (China).

The study in fact showed that the driver behind consumer’s ultimate willingness to pay a premium for a brand is largely determined by the level of consumer involvement, especially for the consumption of brands with status. Marketing initiatives that could be employed to enhance consumer involvement would therefore be particularly important. Such finding in fact corroborates the argument of O’Cass (2000), which was discussed above, that the success of marketing initiatives will be affected by the ability to increase consumer involvement. Since consumers’ perception of and attitude towards status brand would be positively affected by their level of involvement in terms of product and product purchase involvements as illustrated by this fashion brand study.
研究实际显示消费者最终愿意为一个品牌付高价的驱动力量主要决定于消费者介入的程度,特别是对高档的品牌.因此,能够加强消费者介入的市场营销方案显得尤为重要.事实上此研究成果证实了上面讨论过的O’Cass（2000）观点,就是说,能否增加消费者介入是影响市场营销方案成功的因素.犹如本服装品牌调查所展示,消费者对产品及购买产品的介入程度会积极地影响他对一个高档品牌的感受与态度.
Nevertheless, communicating a brand with appropriate status relevant to the target consumers, particularly to those with higher involvement, will help to create desirable perceptions towards the brand that will affect consumers’ willingness to pay a higher price for the brand. Such branding of products for the purpose of status upholding and enhancing would be expected to have a significant positive effect on consumers’ brand attitude and their willingness to pay a premium as demonstrated from the consumer behaviour of this group of Gen Y Chinese consumers.
尽管如此,以适当的档次将品牌与目标消费者沟通,特别是介入度较高的消费者,有助于使他们对品牌产生合意的感受,从而促进消费者对品牌付较高价的意愿.犹如对中国的Y族一代所进行的消费者行为调查所显示,这种以维持及提高档次为目的的品牌策略,预期会使消费者对品牌的态度及付高价的意愿产生显著的积极效果.
Limitations and future research
This study used university student samples as subjects of Generation Y. However, Gen Y consumer segment also comprises of non-students who are important customers to a lot of businesses. The findings of this study, therefore, may have limitations to infer the behaviour of non-student consumers. Besides, this study used fashion clothing as the focal object for theory testing, consumers may behave differently when responding to other product categories. Therefore, future research could consider these aspects to include non-student Gen Y samples, and/or applications to other product categories.
局限及未来研究
本研究的Y族一代对象是大学生.不过,Y族消费群体也包括非学生,他们是许多商业的重要客户.因此,研究成果所推论的非学生消费行为也许是有局限的；而且,本研究是使用时尚服装作为测试理论的焦点,消费者对其他种类的产品可能会有不同的反应.所以,未来研究可以对这些情况加以考虑,调查样品可以增加非学生的Y族以及其他不同种类的产品.
Conclusion
As discussed, this study focused on examining Chinese Generation Ys consumer involvement in fashion clothing and their brand perceptions and consumption. Understanding the factors underlying consumer behaviour is important, particularly in the China context due to the increasingly sophisticated market condition and market potential. Along with the discussion on the extant literature, hypotheses were developed to ascertain the consequential effect of consumer involvement on brand status and brand attitude, and their effect as antecedents to consumer’s WTP for a specific brand.
结论
如上述,本研究焦点是审视中国的Y族一代在时尚服装方面的消费者介入及他们对品牌的观念与消费.了解基本消费者行为的因素是重要的,特别是在中国的情况,这是由于越来越成熟的市场条件及市场潜力.除了对现有的文献进行讨论以外,还通过假设来确定消费者介入品牌定位及态度的相应效果,以及这些效果是消费者愿意对某特定品牌付高价的前因.
问题补充：
The study finds that: Generation Y Chinese young adult consumers who are high in consumer involvement will likely perceive those premium brands as status brands and such perception on brand status will significantly and positively affect their attitude towards the brand. Consequently, consumers who perceive higher status with a brand will generally hold a positive attitude towards the brand and ultimately will be more willing to pay a premium for that particular brand. The findings of this study are important, particularly in the context on the cohort studied and the country (China).
本研究发现,在中国有较高消费者介入度的Y族一代年轻消费者,极可能认为高级品牌是象征地位的品牌；而且,这种观念使他们对这些品牌的态度产生显著和积极的影响.因此,
持有这种观念的消费者,对这些品牌一般上都持有积极的态度,并最终愿意付高价购买.
本研究的成果很重要,尤其是对被研究的群体与国家（中国）.
注：文章太长啦,要加分哟!