The Research Of Luxury Consumption Of White-collar Workers In Shanghai

With the world economy incorporating continuously,Chinese society is involved in a consumption revolution. Nowadays,China has been a new luxury market which is very important and fast-growing in world. As a group having effective capacity to pay, middle class consumers are becoming major luxury goods consumers. This paper focuses on luxury consumption status of Shanghai’s white-collar workers,and analyzes luxury consumption style of this group,from the factors influencing luxury Consumption attitudes and behaviors of Shanghai’s white-collar workers. This paper uses the 2011 “investigation about Shanghai’s white-collar workers” data from shanghai university research center,and analyzes the factors which influence luxury consumption of Shanghai’s new white-collar workers. The research shows that the luxury consumption style of Shanghai’s new white-collar workers in shanghai is not hierarchical consumption,it is symbol consumption. The luxury consumption of the male is affected by the frequency of social communication, but the identity of the middle class have an effect on female’s luxury consumption.