Research On The Motivation And Behavior Of Conspicuous Consumption In Chinese Context

With the rapid economic development of China, people’s living standard increases along with the escalation of consumption concept. The demand for goods and service is no longer confined to the basic function but to content psychological demand by specific consumption. Conspicuous consumption is a representative phenomenon in current society of China which shows status, wealth and taste through consumption. In addition, due to China’s unique social and cultural background, the conspicuous consumption in China evolves more complex motivations and various consumption patterns.In this background, the purpose of research of conspicuous consumption in Chinese context is clear and definite the concept of conspicuous consumption, explore the motivation and behavior of conspicuous consumption and find out the relationship between the motivation and behavior. Through the study of related literature, the papers put forwards eight motivations of conspicuous consumption including status, face, conformity, social contact, show off, enjoyment, taste and individuality and two consumption patterns and build a hypothesis model to reflect their relationship. The research method includes documentary research, depth interviews, questionnaire and structural equation model through SPSS21.0and Amos21.0software. After the empirical study, paper gets the following conclusions:conspicuous consumption behavior patterns can be divided into two forms within the recessive and dominant outside show off; conspicuous consumption’s motivations includes status, face, conformity, social contact, taste and the relationship between motivation and behavior; clear definition of the concept of conspicuous consumption. In addition, this paper analyzed the limitation and problem existing in the research, for the future studies of conspicuous consumption in China has played a certain enlightenment and reference.