The Study Of 80s "New Luxury" Customer Perceived Value

With the rapid economic development, the domestic consumer groups and consumer market is undergoing tremendous changes. After 80s, who are easy to accept new things, following fashion and pursuing material enjoyment, will become the main consumers of China in the next few years.Emerging new luxury market just meets this consumers'demand. However, what perceived value the group of after 80s pay more attention to in the the process of luxury goods consumption? How to make use of these dimensions of perceived value to formulate an effective marketing program? There are no systematic research results can be used directly. Therefore, we chose the proposition of after 80s'new luxury value perception to do research.First of all, the article reviewed the theoretical knowledge about the luxury goods'perceived value at home and abroad, summarized the definition and the characteristics of new luxury in theory. Then, based on Sweeney&Soutar-dimensional model of perceived value, the article proposed the model of new luxury's perceived value, including seven dimensions (QV,CV,SV,CSX,GV,HV,PS) and made 3 Hypothesis:Hypothesis 1: There is a significant difference between perceived value of the new luxury and different cluster groups;Hypothesis 2: There is a significant difference between demographic variables and perceived value of the new luxury;Hypothesis 3: There is a significant difference between demographic variables and different cluster groups.Then, the paper employed the methods such as factor analysis, cluster analysis, multiple comparison to verify the seven dimensions of the model of luxury goods'perceived value, to cluster five groups in accordance with data samples. Besides the study proved Hypothesis1(H1) is established; In addition, the article also analyzes the impact of the demographic variables to the new luxury perceived value and different cluster groups (ie: Hypothesis2(H2) is proved partly; Hypothesis3(H3) is proved totally.); Finally, we had a discussions in accordance with the characteristics of each cluster group and also summarized study limitations and future prospects of the article.