The Research Of Luxury Brand Consumer Behavior Based On Interpersonal Influence

China has been the world's third largest consumer of luxury goods. As a developing country, why do consumers prefer luxury brands with such a great enthusiasm. Now we know that the choice of consumer do not completely dependent on himself, but be influenced by social environment. Reference group is one of an important means that the society put the influence on the individual. The huge attraction power of luxury for the consumer derives from admiration of the reference. The different brand image has significant different influence to the consumer; even the same brand has the different influence towards consumer in different cultural background. Luxury consumer which is not a strategy of distinguishes between social classes, but also the means to self-express. Although reference group influence has an important meaning for the consumption of luxury, and the luxury market gradually expands in the industry, the studies on both theoretical and empirical are scarce.This paper tries to answer three questions:(1) How reference group influence shape consumer purchase intentions? (2) Does there exist any difference between different kinds of reference group influence on consumer behaviors? (3) Whether there are differences in effect of reference group influence under intercultural background?This study provides insights into how interpersonal influences and branding cues shape consumer luxury purchase intentions. Using a sample of China and France consumers, this study investigates and compares structure, properties and mean levels of susceptibility to interpersonal influences. While normative interpersonal influences were found to be significant across nations, the role of informational interpersonal influences was significant only among China consumers.