Research On The Potential Motivation Of University Students’ Consumption Of Luxury Goods

With China’s economy booming, a special luxury goods gradually into Chinese market.Form then on, China has attracted more and more attention on its luxury market from luxurybrand companies all over the world. In recent years, people buying power improving, Chinahas become one of the most important luxury markets in the world. Luxury is a group ofproducts with special characteristics, which is a hot spot of western academia, Study on themotivation of luxury consumption is an important aspect in the field. A good macroeconomicenvironment and consumer consumption help to shape the motivation of luxury goodspurchasing, but their research is not mature or complete enough. Luxury merchants whonoticed that the luxury consumption of the Chinese market is more and more younger,University students will be one of the major groups of China’s luxury consumption in thefuture. At the same time, with the development of marketing theory, psychological variablesas the base of segmentation gradually plays important role in practical and academic fields.Considering this kind of situation, this dissertation launched a study on the potentialmotivation of university students’ consumption of luxury goods.First, I reviewed of the literature from four aspects, there are the concept of luxury andfeatures, consumer behavior and motivation, consumer motivation on the luxury goods andprevious research methods. Based on the lack of previous study, I find the entry point of thepaper, as defined the luxury goods and the impact of luxury for the students, then make theanalysis of the luxury consumer motivation dimensions, on the basis of this, I make a model and put forward the hypothetical. Then prepare the questionnaire, survey the mainly potentialmotivations of college students, through reliability test and exploratory factor analysis, theauthor gets the final scales. Using the refined scale, the final data was the analysis of theimpact of demographic factors. Through factor analysis, cluster analysis and correlationanalysis, the author tested the research hypothesis.The result show that use the college students as the research object, the potentialconsumer motivation can be made for two kinds, one is social and the other one is personal.Social consumption motivation mainly includes uniqueness motivation, conspicuousmotivation, and leading motivation; Personal consumption motivation mainly include self-giftmotivation, performance the inner self motivation, quality assurance motivation andself–please motivation. Personal motives were more strongly than personal motives. Gender,education and income will have some impacts on the leading motivation, quality assurancemotivation and self-gifts motivation. Based on the above conclusion, this paper stood in theangle of luxury marketing and make several countermeasures for the luxury enterprises, theyshould perfect the current ways of marketing on these five ways: customization, pursue thehigh-quality of the luxury goods and services; highlight the self-advertising and marketing;focusing on the impact of gender and income; shaping produce image; Potential motiveoriented for the college students.