The Research On Yacht Design Based On Consumer Psychology And Consumer Behavior

As yacht consumption within China has just started, related design on yacht is still in an imitation stage. Based on this social background, we chose Chinese yacht consumers as the research target. Taking Luxury Consumption Theory of Motivation and classical measurement model for motivation research to establish Chinese yacht consumer spending motivation model, we introduced questionnaire survey, factor analysis, cluster analysis and correspondence analysis to get four yacht consumer groups. Then we took empirical research on consumption psychology, consumption behavior, design preferences and demographic characteristics, hoping to give some reference and recommendations to the companies on the design pre-positioning in the early product development.At the beginning of the paper, we made a brief description of the background to export our topic‘The Research on yacht design based on consumption psychology and behavior’. And then after studying on the related literature and relevant theories, we did some research on Chinese yacht consumers, including the features of their consumption psychology and behavior. Firstly, we introduced Luxury Consumption Theory of Motivation and classical measurement model for motivation research as the theoretical basis,so we were able to establish a new spending motivation model and measurement scale of Chinese yacht consumers. Through the questionnaire survey, factor analysis and cluster analysis, we figured out five factors at first. After taking these factors as new variables to carry out the cluster analysis, so we got the groups of consumers. According to the motivation variables, we separated the yacht consumers into four types: the personality hedonic-type, the personality ostentation-type, the herd-type and the perfectionism-type. The consumers, who have different motivations, showed significant differences in consumption psychology and behavior, demographic characteristics and design preferences, which told us that consumer motivation, consumption psychology and behavior, demographic characteristics and design preferences had certain relevance. Based on our research, we have enough confidence that: yacht companies can figure out more effective marketing strategies and offer much more specific design options to satisfy consumers’needs.At the end of the paper, we chose the personality hedonic-type as the target consumer group to do the design practice, trying to turn the research result into a design scheme. At last, we drew a conclusion of this subject, suggesting that design positioning should be specific to adapt different consumption psychology and behavior.