Comparative Analysis Of Consumer Motivations On Luxury Goods Between Post 80s Of China And The West

With the fast development of luxury industry in China, luxury consumption has been a hot topic in recent academic world.Since the 1990s, Academicians from all over the world began to study the consumer attitude ,brand culture,consumer motivations toward luxury goods,but academicians didn't compare the consumer motivations of post 80s toward luxury goods from the angle of Cross Culture Study. The study of comparing the comsumer motivations of Post 80s toward luxury goods between China and the West is necessary and of great significance.After a delicate literature review and focus group discussion, based on consumer characteristics of Post 80s between China and the West, this paper introduces eight major luxury consumer motivations in two general consumer motivations:interdepen- dent-self(Conspicuous,Snob,Band-wagon and Social) and independent self(Quality Assurance,Self-directed Pleasure,Self-gift Giving and Congruity with inner self) con- sumer motivations. With the help of survey and relevant statistic software,The paper revealed that Conspicuous motivation,Snob motivation,Bandwagon motivation , Self- -directed Pleasure motivation,Self-gift Giving motivation of Chinese Post 80s is more significant than Western Post 80s,and The Quality Assurance motivation and Congruity with inner self motivation of Western Post 80s is more noticeable than Chinese Post 80s.Both Chinese Post 80s and Western Post 80s attach more importance to independent self motivations than interdependent-self motivations.The study provided a method for profound study on consumer behavior research toward luxury goods and give some useful practice value to the Luxury company.