A Study About The Social Attitude Of College Students To Luxury Brands

In the end of2009, the survey of the global luxury goods market shows that:the luxury goods consumption of China is developing rapidly. And it has exceeded the United States, being the second largest luxury market in the world with27.5%luxury goods consumption of the world. In2014China will overtake Japan and become the largest luxury goods market with2/5consumption of the world.The study found the college students who will step into the society in few years as the research objects, combined with the use of questionnaire, IAT and eye movement technology in order to explore the social attitude of college students in our country to luxury brands. In order to predict the attitude of our society to luxury brands in future, make consumers in our country have a correct luxury consumption attitude, and promote China’s luxury goods market’s development.This study has mainly two parts. The first part includes two IAT, used for measuring the implicit social attitude of college students to luxury brands. In addition to, with students’self-esteem and self-humiliation questionnaire, we can explore the relevant variables about college students’implicit social attitude to luxury brands; Part two is an eye movement research, taking cars as examples, with the picture processing technology to explore if the types of brands (luxury brands/common brands) can affect the evaluation of car pictures. Through this study we can have a further study about attitude of College students to luxury brands in China.The results and conclusions of this study as follows:(1) Comparing with common brands, college students have a more positive implicit attitude to luxury brands.(2) The material of IAT (text/picture) doesn’t affect the IAT results significantly; both tests have no significant difference and have significant correlation.(3) IAT effect of College students about luxury brands is negatively correlated with self-esteem scores; but has a significant positive correlation with the scores of self-humiliation.(4) The brands of cars can affect college students’evaluation and the index of eye movement, the logo is the most important component in the logo interesting area; comparing to other interesting areas college students have obvious preference to the logo interesting area when evaluate car pictures.(5) The types of brands (luxury brands/common brands) don’t affect the students’index of eye movement when evaluating the car.(6) The types of brands (luxury brands/common brands) affect the scores about each car which suggested that the college students have a positive attitude to the luxury brands.