Empirical Analysis of the Difference of the Luxury Consumption Motivations between Chinese and British
LiHua Wang, Qian Zhao
Available Online November 2014.
- https://doi.org/10.2991/icss-14.2014.19How to use a DOI?
- Purchasing Motivations, Personal Motivation, Social Motivation.
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 PB - Atlantis Press SP - 120 EP - 126 SN - 2352-5398 UR - https://doi.org/10.2991/icss-14.2014.19 DO - https://doi.org/10.2991/icss-14.2014.19 ID - Wang2014/11 ER -