Purchase Motivation And Country-of-Origin Effect On Luxury

Luxury is a group of products with special characteristics,which is a hot spot of western academia. Study on the motivation of luxury consumption is an important aspect in this field. Western scholars had set up a two-types framework of social oriented and self oriented motivations for the study of luxury consumption motivation. This framework was a theoretical guideline for the following studies in the sector. Chinese scholars explored specific motivation among Chinese luxury consumers within the framework. Country-of-origin theory was introduced into the marketing science field in 1965,since then, it attracted board attention in western academia. Scholars had fulfilled the studies of country-of-origin effect on its existence, theoretical explanation.mechanism and effect factors, taking samples from different countries in various categories. However, relatively few COO studies referring to luxury goods are available in the academic circles at home and abroad. This article, therefore, took the unique perspective of connecting luxury consumption motivation and country-of-origin effect. It began with the concept and characteristic of luxury goods, tested the motivations which was concluded in literature review and explored new development on luxury consumption motivation. On that basis, this article analyzed the existence of COO effect in luxury goods and its influence on luxury brand consumers.An in-depth interview was adopted in this research among luxury consumers from Shanghai. All the motivations, excluding snob, were found among the interviewees. The conspicuous motivation was relatively weak on contrast of bandwagon and status symbol. Female consumers had stronger self oriented motivations than male, especially in quality assurance and self-directed pleasure. Self improving was a new motivation explored in the interview. The COO effect on luxury goods influence consumers through the economy level and industry history of the country. Most importantly, consumers overlook the COO effect among developed countries while developing countries had negative COO effect which influence consumer's purchase intentions.China has become the second largest luxury consume market in the world. The boom of Chinese luxury market will definitely stimulate the process of establishing Chinese luxury brand. On the basis of previous academic introduction, this article offered five suggestions for establishing Chinese own luxury brand. First, take the advantage of long history in specific industries; second, try to earn the country image of good quality assurance; third, establish not only national wide but global well known brand; fourth, make full use of other luxury brand's practice experiences in China; finally, pay attention on the originality of the culture of luxury brand.