Research On The Influencing Factors Of Propensity To Inconspicuous Consumption In Luxury Consumption

With the strengthening of social supervision and the related policies of Anti-extravagance from the government, the concept of low-consumption gradually recognized by people. Despite it is difficult for people to "against extravagance from simple", but conspicuous consumption is no longer the wise choice for them. With the development of economic and the improvement of social system, in many mature luxury market, consumer is no longer show off their wealth by the price, their behavior gradually change into ration. They prone to focus the meaning or the history of luxury brands or a special experience of the consumption progress, and improve their brand loyalty continuously.Chinese luxury market are showing gradually into the rational consumer trends, the paper through empirical research methods to explore the impact of Inconspicuous consumption factors, to find out and analysis the factors of Inconspicuous consumption in-depth, and further the formation of the questionnaire of Inconspicuous consumption. Based on the review and research of the literature formed the research ideas and hypotheses, and the establishment of a research model and the corresponding index system. Through in-depth interviews with luxury consumers and the pre-research process we corrected the overall model and the indicators. We collect questionnaire from the network and field survey and use SPSS17.0 software to analyze questionnaire results statistically. In this paper, we have shown that the existence of Inconspicuous consumption, and proved that gender, the level of educational, the category of occupational, the number of holdings and so on are having affect on the behaviors of Inconspicuous consumption. Finally, we proposed some suggestions for the enterprises and government and makes a future research outlook.We hope that through this study can promote academic research and exploration of Inconspicuous consumption, so as to enrich the marketing theory of luxury consumption. Let enterprises, social and family know and grasp the unique psychology and behavior of luxury consumers, in order to develop appropriate strategies for the luxury enterprises on product design and marketing promotion in the future.