Impacts Of Cultural Differences On The Motive Of Luxury-Products-Consumers

China has become the world’s most potential luxury goods markets. The study on luxury products becomes a focus in China. Today, the foreign and domestic research on the motive of luxury-products-consumers, instead of the initial qualitative research, began to the quantitative research. For the study on luxury’s consumer motivation, the consumer’s cultural background is undoubtedly one of the most important factors. Bur for China’s vast land and large population, it’s very difficult to accurately analyze consumer motives. So it must divide the research subject to some regions, and then research each other respectively. For the research objectives, the following is the methodology employed in this paper:1. Details the related content of luxury and culture, summed up China’s luxury consumers demand function, and discusses the theory of motivation to buy luxury goods research content, and the relationship between culture and the consumer motivation of luxury goods.2. By learning to the existing literature, and according to the content and purpose of this study, proposed the design of the scale, theoretical models and hypotheses of study. According to initial results of the survey questionnaire and pre-depth interviews, and then for the contents of the questionnaire of this study was supplemented and modified. And introducing and summary briefly to the data analysis methods of this papers.3. Details Introducing the data content of a questionnaire, first of all, summarizes a questionnaire survey the demographic characteristics, and then testing a questionnaire reliability and validity. Second, the cultural characteristics and luxury consumer motivation of questionnaire survey carried out descriptive statistical analysis, correlation and regression analysis and other statistical analysis. For comparing the data of the cultural characteristics and the luxury consumer motivation for different urban consumers. Summarize culture characteristics of Chinese consumer and the luxury products consumer motivation. Through the factor analysis, the correlation analysis and the regression analysis, summed up the relationship between the cultural characteristics of consumers and the luxury products consumer motivation, and the impact of the gender differences of consumer against luxury goods consumer motivation.This paper studies show that, the cultural backgrounds of consumers have some differences in different regions, and the luxury consumer motivation is showing a greater difference. The relationship is significant between luxury goods consumer motivation of consumers and their cultural characteristics, there is a significant effect between luxury goods consumer motivation of consumers and part of their cultural characteristics, while the gender differences and income factors will also affect in luxury goods consumer motivation of consumers.