Traditional Values ​​on Luxury Purchasing Motivation

Values representatives a belief rooted in the personal psychology, it has a continuing nature and palys an important role in terms of personality structure, it directs personal behavior, including the assessment criteria of individual and decision-making behavior. Therefore, we can use the understanding of personal values to predict individual behavior and to explain why consumer spending had different results; The discussion of the consumer motivations through psychological dimension is the basis of market segmentation for more manufacturers . In recent years, because of increasing consumer values and the importance of international marketing epidemic elevated the research about values and consumer behavior and the importance of correlated research about consumer values and the value of brand positioning.Luxury consumption is major phenomenon of Chinese consumer,China mainland is becoming a booming luxury market. And as be China who owns several thousand years of traditional culture, luxury consumption of consumer behavior is subject to the effects of Chinese values inevitably. This study is based on Chinese values, through empirical research study t the luxury consumption motives and analysis the relationship between the two. Through the literature review, the Chinese scholars from the past, the results of the research on Chinese values, forms the Chinese Values Questionnaire, then refer to luxury consumption motives brought by domestic and foreign scholars, concludes the motivation of Chinese luxury consumer has two major dimensions preliminary(purchase motivation of social and personal), we find there are eight main luxury consumption motives in Chinese consumers: conspicuous, bandwagon, gift-giving, symbol, quality, self-enjoying, self-gift giving, collectomania. Traditional values contains responsible and family-oriented, plain and robust, highly value the fine name of property, respect for authority, no-desire without dispute, toleration and palcidness six tendencies. Surveys is taken in the streets with a random manner, there 223 questionnaires.were consistent with this study . Our survey data is dealt with descriptive analysis and reliability and validity analysis.The main findings of this study are summarized as the following: the first, the measurement results of Chinese Values Questionnaire show that consumers toward Chinesevalues in the various tendencies have a more agreeable attitude; the second, the measurement results of the Luxury Consumption Motives Questionnaire show that consumers are purchasing luxury items with different motivations, no clear tendency; the third, part tendencies of the traditonal values have a marked impact on luxury consumption motives. The luxury consumption motives influenced by different values tendencied is different. The values tendencies of highly value the fine name of property, respect for authority and toleration and palcidness have remarkable impact on the social-oriented luxury consumption motives. The values tendencies of responsible and family-oriented and plain and robust have remarkable impact on individual-oriented luxury consumption motives. The values tendencies of no-desire without dispute toward the social-oriented and individual-oriented luxury consumption motives has no significant impact.This paper dissects the results of data analysis, The analysis of the Chinese values luxury goods purchasing and consumption in China market will be a useful way to understand the Chinese consumer behavior in the looming luxury market in China, and provides a different insight to study Chinese consumer behavior.