Exploring Chinese Motivations for Luxury Consumption

摘要：

This research aims to examine Chinese consumers motivations for luxury and find out motivation difference according to different income levels and different ages of consumers. Quantitative method was applied. A 30 items self-completed questionnaire including social-oriented motivation and personal-oriented motivation was employed. The data of 200 respondents were collected and analyzed with the SPSS software package. The findings are not all western luxury motivations exist among Chinese consumers. Veblenian,quality value,hedonic and gift-giving are four main motivations. In China luxury consumers with different income levels and ages have different orientations in social and personal motivation

关键词： Luxury consumption motivations social-oriented motivation personal-oriented motivation income age

作者: Dan Wang Jintao Han

作者单位: College of Manegement,Wuhan University of Technology,Wuhan,430070,China

会议类型: 国际会议

会议名称: The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)

会议地点: 成都

会议语种:英文

页码: 1193-1198

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）