An Analysis Of Luxury Consumption Behavior, Motivation Among Chinese White-collar Workers And Their In-depth Implications

The purpose of this study was to find out the motivation for luxury purchase and to understand the attitudes towards luxury consumption among Chinese white-collar workers. Another aim was to investigate the influence of cultural values, both traditional and modern ones, on their consumption behavior. Finally, contemporary Chinese value system was examined in this study as well.In this research, the quantitative research method was utilized to gather primary data with the aid of questionnaire distributed electronically as an online survey. After proper consideration, the significance of the focus on white-collar workers as a new generation of China was selected to be the target group in this study. A total of172Chinese white-collar workers from various cities participated in this research.The research results revealed that luxury consumption of white-collar workers in China was motivated by both collectivism and individualism, so the former perspective that Chinese people consumed luxury products conspicuously is an invalid argument, especially in case of the white-collar people. Also, it was found that cultural value system in today’s China is the combination of the traditional and modern values.