An Empirical Analysis Of Shandong University Students Luxury Consumer Motivation

As the eastern coastal provinces of China, Shandong province is dominated withmedium-sized cities. Recently, the consumption of luxury goods in Shandong hasincreased. The habit of consuming luxury goods is forming. As the luxury market hasbecome saturated in big-sized city, medium-sized cities are attracing the luxury brandsattention. Meanwhile, the luxury consumer is becoming younger, and the collegestudents constitude the vital forces of luxury consumption. In this reality environment,luxury consumption motives study on Shandong college students—a special groupthat contains local color—is very necessary.Although domestic luxury consumption research has matured, the study of aparticular consumer groups considering the location condition is significantly less.Research of Shandong University Students luxury consumption motives can improvethe motivation of luxury consumer research system, and it also can give a reference onluxury consumer motivation research in other provinces.Based on the above considerations, the paper through individual interviews and aliterature review to establish the initial model of Shandong University Students luxuryconsumer motivation and influence factor. And propose hypotheses. Then usestatistical methods to issue questionnaires, make statistical analysis, modified model,and test hypotheses. All of this is to verify the the appropriateness of motivations andthe influence factors that proposed in the theoretical analysis phase, and to providerecommendations of marketing strategy for the major luxury brand. It is also expectedto provide a reference for the development of the luxury market in Shandong.This literature includes7parts as below:The first part: Exordium. This part introduces the research background, purpose,significance, technology roadmaps, innovation, etc.The second part: Review of relevant theory. This part through documentscollecting, recall the reaserch achievements of consumer motivation, self-concept, andsubconscious. The third part: Analyse of Shandong college luxury consumer motivationinfluencing factors. Analyse the influence factors that affact the specialgroup—Shandong college students--in order to define the dimensions and structure ofthese factors.The forth part: Model analyse of Shandong college students luxury consumptionmotivation. In this part, the paper define each dimension of Shandong college studentsluxury consumption motivation, and analyse the relationship between the motivationand the factor.The fifth part: Study design. Mainly focuse on the idea of empirical research,describes the individual interviews outline and questionnaires structure, and proposedhypothesis.The sixth part: Data collection and analysis. Use SPSS software to validateprevious assumptions and to make conclusions.The seventh part: Suggestions. Propose the suggestions for luxury brandsmatketing and development of Shandong luxury market.