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A Study on the Personal Perception Motivation and Non-Personal Perception Motivation of Chinese People’s Luxury Consumption Behavior

Author: LuZhiJun
Tutor: HuangPei；SongYiPing
School: Fudan University
Course: Marketing
Keywords: Luxury Luxury Brand Perception Motivation Conspicuous Consumption Confucian Culture
CLC: F723
Type: Master's thesis
Year: 2009
Downloads: 1026
Quote: 2
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Abstract


People has always been contradictory with their attitude towards luxury products. On one hand,morally,luxury products are supposed to be disdained as they are beyond necessity and are indicators of wasteful life,whose bearer exploit the social fortune with whatever means possible.On the other hand,people do not reject the enjoyment in consuming luxury products.If possible,people are eager to have a taste of the luxury products,which embody the most advanced technology,the most harmonious product esthetics and tailor-made quality essence.Luxury products spur innovation,create job opportunity and sculpt taste and style.Luxury products are esthetical creatures,which integrate cultural,historical and artistic features.The consumer’s true understanding of their essence and proper material expressive consumption behavior,is the way for luxury products to live and prosper.The paper describes the status-quo of Chinese luxury product market,reviews formal literature on luxury products,luxury products consumption and luxury product consumption motivation.Borrowing Vigneron Franckand Lester W.Johnson’s "measuring perceptions of brand luxury"(2004),the paper tests its applicability in the Chinese market.Through empirical method,the paper gets the conclusion that Chinese consumer’s motivation for luxury products consumption are mostly from non-personal factors(conspicuousness,uniqueness,quality),and that Chinese consumer consume luxury product mainly to flaunt their status or fortune.In the end, the paper borrows G.Hofstede’s Cultural Dimension System to analyze the cultural roots of Chinese people’s luxury consumption motivation.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Market
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