Empirical Analysis of the Difference of the Luxury Consumption Motivations between Chinese and British

DOI

10.2991/icss-14.2014.19How to use a DOI?

Keywords

Purchasing Motivations, Personal Motivation, Social Motivation.

Abstract

This research aims to find out the purchasing motivations of luxury in China and Britain, and the difference between them using empirical analysis. Questionnaire for young people was used in this research to get the basic data in the two markets, and found 8 motivations: Quality/Hedonic, Self-gift Giving, Investment, Impulse/conformity, Snob/Status, Gifts, Reference Group, Conspicuous/Veblen. In which, there are 4 motivations have significant difference in the two nations including snob/status, impulse/conformity, quality/hedonic, and reference group. All of these motivations influence the purchasing selection in the two markets, but often have different meaning in different market.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - LiHua Wang
AU  - Qian Zhao
PY  - 2014/11
DA  - 2014/11
TI  - Empirical Analysis of the Difference of the Luxury Consumption Motivations between Chinese and British
BT  - Proceedings of the 2014 International Conference on Social Science
PB  - Atlantis Press
SP  - 120
EP  - 126
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-14.2014.19
DO  - 10.2991/icss-14.2014.19
ID  - Wang2014/11
ER  -