Research On The Consuming Decision-Making Based On Attitude Towards Luxury

Consumer behavior is various and complex. But behind the different behavior, there are some characteristics. Any consumer behavior is dominated by people's needs whose source can be found in physiology, psychology and society. The commonness of the needs determines the commonness of the behavior. Therefore it is possible for us to investigate the rule of consumer behavior.In the process of consumer knowing, contacting and consuming the products and services of enterprises, they will form some attitude towards the products, services and the enterprises. This attitude not only determines how consumers look on the enterprises and their products and service, but also affects consumer behavior in a great degree.This research plan to set up a luxury attitude structure model to analyze the constitution of attitude towards luxury with the theories of consumer attitude as base, luxury as object and three components of attitude (cognitive component, affective component and behavioral component) as important variables and then build a consumer attitude-behavior simulant model to analyze the relationship of the consumer attitude and luxury consuming decition-making.On the base of former research on the conception and measurement of attitude, combined with Marketing Handbook, we conclude eight key attributes: product feature, performance, perceived image, perceived quality, premium price, product likeness, brand likeness, and purchasing tendency.Through factor analysis, premium price is found to become an independent fourth factor besides intrinsic three components as factors. We get the weighing between the attributes and the factors and the contribution of the factors to the whole attitude.With regression analysis, this research gain the relationship of key attributes of attitude and the consumer behavior of luxury and investigate the exegesis and predictive of the model. For the new luxury brand which has low popularity and use, it can win the customers' cognation and trust only by product it self. People's first cognition of band is gained by the products' features and characteristics.The innovation of the research is in two ways. One is the structure model attitude towards luxury, which indicates that the factor of premium price is an important element of attitude. The other one is the regression equation of the attitude and the consumer behavior of luxury, which displays that for a new luxury brand, the purchasing tendency is mainly affected by the attitude of product feature and product likeness.