Research On The Repatronage Intention Of Buying Luxury Goods Based On The Third-party Evaluation

Strategy consulting firm Bain’s research shows that the total consumption of luxury goods in China in2010, has more than200billion Yuan, which includes domestic and foreign consumption growth is expected in2011about23%.In2010, Wenzhou rich to spend30billion yuan to buy French Bordeaux wine. Luxury goods in China in2010up to65billion U.S. dollars, the first global growth for three consecutive years, sales of the first, and is expected to replace Japan in the next three years to become the largest consumer of luxury goods.The world’s luxury brands giant scrambling to seize the market, senior British clothing brand Burberry has just bought the franchise rights in China,50stores will be converted to retail Direct, these stores should be able t to bring20million pounds of operating profit o Burberry in2012fiscal year. Burberry’s flagship stores around the world are arranged at least one of the staff who can speak Mandarin, because30%sales of the company in London come from the contribution of Chinese outbound tourists. Strategy consulting firm Bain’s senior partner Bruno· Flanagan pointed out that since2005, luxury goods giants have been quick strategic layout in China.Who is paying for the high price of luxury? Association of Chinese luxury goods,"Rolls-Royce type of consumers" and "Starbucks-type consumers," The two concepts exist in China market. Report Research Institute data shows that last year, the Chinese people whose assets been more than10billion Yuan has reached1363people since2000, and it was in the explosive growth--the annual growth rate of50%to58%. The mysterious rich who always appears in appreciation of the watches and diamond mall, are typical "Rolls-Royce type" mode.Tthey do not mention much personal information, according to the survey. The group also includs private entrepreneurs, the upstart class and many show business celebrities,. Their buying luxury goods is a life consumption. Another consumer group, in the Chinese luxury goods market, is "Starbucks ". The characteristics of the consumption of luxury goods are characterized as conspicuous consumption. They may need to save money a few months to buy a designer handbag, but for the international brand-name obsession is no less than the rich. Strong demand and limited income stimulate the rapid growth of another market-counterfeit luxury goods.The diversity of Consumer values and both real goods and fake prosperity developing make China’s luxury market extremely complex. Many international multinational companies can not adapt to domestic market in long-term, so it is difficult to make effective marketing strategies. Therefore, research on Chinese consumers buying behavior of luxury goods is imminent.Previous studies are about initial purchase decision for luxury goods, this paper will research on the repurchasing luxury for the first time. And conspicuous luxury itself, determine sociability and other unique features that customers are most probably effected by the opinions of decision-making groups. Therefore, researching on the effect ion of third-party evaluation for repurchasing luxury has an important theoretical and practical significance. To ensure thorough and rigorous study, cognitive theory and self-consciousness theory are used to distinguish consumers with income level. The use of cognitive dissonance theory and Hyde balance theory is to predict the state of cognitive dissonance and the repurchasing will of consumers. This study firstly determines the state of cognitive dissonance by consumers experiencing different situations. Then, from the perspective of self-awareness it predicts the different measures taken to reduce imbalances and different repurchase will determined by different types of consumers. Finally, based on the classification of self-awareness, with the adjusted variable of income, it further analyzes what measures to reduce the imbalance by different type consumers, so as to predict changes in repurchase intention.