中国消费者购买奢侈品的动机研究

30年前的中国，少有人了解“奢侈品”这3个字，略有听闻的人中，真正能购买的人更是凤毛麟角。而现在，各大奢侈品牌陆续登陆中国，甚至抢占中国消费市场。如今像路易斯威登、卡地亚、芬迪、保时捷、威图等名字已经耳熟能详，随着中国经济的发展，国民收入的提高，能购买奢侈品的人们越来越多。和以往的购买者不同，现在的消费群体拥有良好的教育水平、更好的经济基础、独特的审美喜好、较小的年龄分布、强烈的购买欲望。
本文通过对中国消费者购买奢侈品调查，来探索消费者消费奢侈品的动机所在，以此为奢侈品在中国市场的发展提供借鉴。
笔者借鉴了Frank 和 Lester 奢侈品感知测量模式，和朱晓辉对中国消费者购买奢侈品的动机研究。同时本文以重庆为例，进行了问卷调查，以观察此中国奢侈品消费者的购买动机。

关键词：奢侈品；消费者；消费动机
A Study on the Motivation of Chinese Customers’ Luxury Consumption Behavior
                               
Abstract

30 years ago, luxury this word was seldom heard by Chinese people, let alone those who could afford them. Yet now, massive luxury brands are landing domestically, or carving up the new Chinese market. Names like Louis Vuitton, Cartier, Fendi, Porsche, Vertu cannot be less familiar to us nowadays. As the economy of China is skyrocketing, national revenues booming, customers who are able to consume luxury are also increasing. Unlike precedent consumers, the current ones are of better education, decent economic status, unique aesthetic preference, younger age and stronger shopping desire.
Through research on Chinese customers’ consumption behavior, this dissertation tries to excavate the real motivations behind purchasing luxury, by which it could provide academic theory and practical suggestions for the development of Chinese market.
This paper borrows Vigneron Franck and Lester W. Johnson’s “measuring perceptions of brand luxury” (2004), as well as Zhu Xiaohui’s revised edition on “motivation on buying luxury” (2006). From the data gave by questionnaires finished in Chongqing, the author tries to observe the motivations of Chinese consumers.

Key words: luxury;consumer;consumer motivation

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