Influencing Factors’ Study On 80s Consumers’ Luxury Consumption

As the development of economic growth, our country is become the big luxury consumption country in the world, while the luxury consumption group is becoming younger at their ages. According to some relevant surveys, 80 s are the most ideal consumer in luxury company’s eyes.This dissertation combines the domestic and foreign researchers’ scientific research achievements and academic journals to introduce the relevant theory of luxury goods and consumer behavior. On the basis of this research, analysising our country’s luxury consumption market and features of 80 s consumer group as well as the trend of luxury brand in China.In the research of 80 s the influencing factors of consumer behaviors, the thesis employed the method of questionnaire survey. The research object is 80 s customers in China. The questionnaire survey comprises the details of consumer perfection value, the influence of reference group, purchase intention and buying behavior. Aiming to the findings persuade the 80 s to conduct rational consumption.Empirical studies have found that perfection value directly influencing the perchase intention of 80 s consumer; Perfection value also influencing the consumer behavior of 80 s consumer; Reference group influencing the perchase intention of 80 s consumer; Reference group also influencing the consumer behavior of 80 s consumer; Perchase intention influencing the behavior of consumer behavior.According to the result of empirical research, this study provides the strategies and suggestions to marketing enterprise onhow to make strategies and improve the marketing performance; Advise 80 s consumers to consumer rational.