| The study of luxury consumption is still an emerging field in China, because the time is short, now the study is still at the exploratory stage. The research results are relatively fragmented, and primarily id the form of research-oriented qualitative, lack of empirical research. We will analyze the causes of the values which impacts on the preferences of Chinese consumers for luxury goods, and enrich the academic research. Because of our rapidly growing luxury consumer market, we need a deeper level of luxury consumption studies, and conduct empirical research on the intrinsic motivation that affects the luxury consumer preferences.For the world luxury industry, the Chinese market will become increasingly important. With the continuous development of our economy and the rising consumer purchasing power, the share of luxury consumption becomes biger and biger. As China's rapid economic growth, the urban population continued to increase, as well as consumers to mature, the number of China's luxury consumers will be a significant increase. The luxury goods consumer market in China has great development potential. In part of the literature, some people thought "Oriental luxury goods consumption is due to the impact of Western culture of individualism ,in order to meet its internal needs of individuals to purchase"(Tse et al,1989;Eastman et al,1997).But Wong & Ahuvia(1998)pointed out, if you want to really understand the luxury consumer behavior Orientals, it is necessary to in-depth study the traditional Confucian culture and its collective impact. The number of empirical studies on luxury consumption in China is small, and the results are fragmented, lack of systemic and in-depth theory. In this paper, using the classic research results of social psychology, marketing and sociology, we will study the impact of the values through tangible and intangible attributes on consumer preferences for products, and clear the theory about the impact of the values on the consumer preference. We will study the luxury consumer preference, explore the traditional values of contemporary consumers and analyze the causes for values. It will help the luxury goods manufacturers and service organizations analyze the Chinese consumers and understand objectively the purchase behavior of luxury consumers, finally help them conduct effective marketing activities.As a sign or symbol, luxury goods embodies the spirit of the consumer desires or psychological significance. Luxury goods in the international community was interpreted as a human survival and development beyond the scope of the need for unique, scarce, rare, such as the characteristics of consumer goods, also known as non-life necessities. Then, the meaning of luxury goods is determined by the different social, social structure, social and cultural connotations, as well as economic conditions. It is with not only material goods and social connotations, but also political and moral connotations. Luxury goods should be distinguished, pursuit of the perfect details, at the same time solicite the dream. To consumers through the association to create a perfect fantasy world, which has been more than the significance of the product itself, but more for the taste and aesthetic performance. In 1899,Veblen pointed out the area of luxury goods can't be defined only from the quality and function, but more importantly form the value of luxury goods in the social - economic background. The more important the sprit of goods to consumers is, the more symbolic the goods are, the more obvious the performance in the luxury goods consumption is. When consumers buy luxury goods, they want to get much higher intangible value than the tangible value of the goods. Allen (1997) thought the intangible attributes built on the basis of tangible attributes, but not just the sum of the tangible attributes. Therefore, the difference of intangible and tangible attributes is the result of the values,because the vales affect the product preferences through the two attributes. The luxury goods are with a strong symbolic value. When the individuals evaluate the symbolic meaning of the product ,the values have a direct impact on preferences. To accurately measure consumer preferences for luxury goods consumption, we should study the tangible and intangible attributes of the products.From a philosophical perspective, in the relationship between subject and object, whether or not the object in accordance with the subject meets the need of the subject ,and has a definite role in the development of the subject, the role or the relationship of the performance becomes the value. The nature of value is a problem about subject and human. The value consciousness is the floorboard of the relevant contents about people's psychology, human relations, and ideology in the sense of the value, is a longitudinal profile of the structure of social consciousness. The values, through the main needs, that is "the yardstick of its own inherent", look at the significance of the object properties to meet the main needs. The values represent the most fundamental faith, and impact on a person's attitudes and behavior totally. The values system of society members comes from and reflects the major changes of social environment. The values are closely related with the growth environment, social environment determines the individual's learning history, the social role played, the expectations from other society members, the positive and negative experienced, the ability and other aspects.The research on the values have become an integral part of Consumer Behavior. The values are people's internal value judgment system, from this point of view, the study on consumer behavior becomes more accurate and clearer. People's behavior and items choices based on the value judgments on different behavior and different items. From the point of view of culture and civilization, the course of consumer spending is not just objects, but more is the symbol of consumption, the concept of consumption, and the search for social identity (Baudrillard, 2001).The theory of Consumer Behavior pointed out that, the values have a impact and a orientation on lifestyle, self-concept, Individual psychological and other factors, obviously, the values have a special status in the factors(such as lifestyle and self-concept, etc.)impacted consumer behavior. Through the study of consumer attitudes, the enterprises can understand the demand of consumers more explicitly. After the collation and study, we found the traditional values can interpret the purchasing behavior of Chinese consumers more accurately than western values.In this paper, using the classic research results of social psychology, marketing and sociology, we will study the impact of the values through tangible and intangible attributes on consumer preferences for products, and clear the theory about the impact of the values on the consumer preference.In this paper, the final conclusion through empirical research is that, the traditional values have positive correlation for the luxury consumer preferences, which verifies the theoretical hypothesis. On the basis of the study, the specific conclusion we get is that, the values of Confucianism, Taoism and Buddhism have positive correlation for the luxury consumer tangible preferences, but the extent of the impact is different, the order is Taoist values, Buddhist values, Confucian values. At the same time, they have positive correlation for the intangible preferences. The order is Confucian values, Taoist values, Buddhist values. The above conclusions are also verified people's basic judgments on this issue in reality. |
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