The Research On The Luxury Consumption Motivation Of Young Women

With the market economy’s continuous development and the process of globalization, luxury goods consumption culture from the United States and other European countries extended to emerging Asian markets. luxury goods has been gradually down the "altar".It is no longer exclusive to the minority, and gradually became common goods that can enhance the welfare and improve quality of life of customers.Consumers in China has become the leader in luxury consumption.Unlike the west,the most exuberant group of luxury needs in our country concentrated in the 25~45 years old, significantly younger at least 10 years old to western countries. The object of this paper is in this kind of crowd of young woman.They accepted higher education also experienced the impact of the western culture.And they are the true meaning of the first generation of luxury consumers in China.What’s more, the purchase motivation of the young woman should also have their own Unique. This paper will explore their real luxury consumption motives,and the result will not only be able to fill gaps in the domestic research about luxury consumption motivation, but also to provide the basis for the scientific guidance of Chinese luxury goods consumption and the development strategy for the luxury brand in the future.First of all, this paper has backtracked and reviewed of the domestic and foreign related literature about luxury consumption motives.And then it summarized the representative motivation model, and defined the research’s scope of the wearable luxury and young woman. Secondly, using the method of qualitative researchon some young woman who has purchased the wearable luxury.And then the paper explored new motivation and related assumptions, constructing the theory model of young woman in the consumption of luxury goods. Finally, in the empirical stage, In order to tested and verified related test hypothesis and theoretical model, the study constructed the structure equation and the datum which from the questionnaire(for the specific object of study)were analyzed by software.Research shows that young women luxury consumption motives include conspicuous motivation, motivation of uniqueness, conformity pressures and individual oriented motivation in quality assurance, self pleasure, self gift motivation and brand inertia. And the moderating variables of education has significant moderating effects to conspicuous motivation as well as quality assurance and self enjoyment. The other moderating variables is the degree of different understanding for luxury which take effects to social oriented motivation(including uniqueness and conformity) and individual oriented(selfmotivation and brand gifts). In the end, based on the above research, this study provides some reasonable suggestions on how to guide the reasonable consumption to the young women’s luxury purchases and the future development strategy of luxury brands in China.