Research On Luxury Consuming Motivation And Buying Intention Among Young Consumers

China has already been the first luxury consuming country in the world.The luxury market is getting more and more active while the luxury consumer is becoming younger.The young,as a special group,who has already get into the society or almost into the society,has vigorous consuming need and advancing consuming sense,but limited by less money they had.Besides that,the environment they grew is complicated,that combined with western and eastern advanced culture.Self-oriented,fashion,open can be the typical key words of them,but they are immature in consuming luxury.In addition,fame and wealth spread all over the society,which easily arise unhealthy,uncivil luxury consuming problem.That problem has aroused extensive attention,some of the young over-consume the luxury for showing off,that is not good for luxury market and mood of society developing healthily.So,the start point of the research is figure out the way to guide the young to moderately consume luxury and correct the mood of society.The content of this paper is researching and intervening the factors of he motivation of consuming luxury and the relationship of motivation and buying intention for solving the problem of irrational consuming luxury aroused from the younger luxury consuming.The first step of research luxury consuming is researching the literature to find out the maturate theory and scales.However,factors that focusing on the young consuming luxury is less.Therefore,So,it is necessary to take qualitative analysis.In the end,the paper processes data via descriptive analysis,reliability analysis,validity analysis,factor analysis,correlation analysis and regression analysis etc.The conclusions are listed at the below:1.Consuming luxury motivations of young people are divided into 2 parts: social motivation and personal motivation.The young remarkably tend to the latter one.2.The young consumers prefer the cheaper single price of the luxury.3.Factors are divided into 3 sections: face consciousness,product value and reference group.All 3 sections have positive correlation with both social and personal motivation,but face consciousness has strong causal relationship with social motivation and product value has strong causal relationship with personal motivation.4.Both social and personal luxury consuming motivation have positive correlation with luxury buying intention,but luxury buying intention has strong causal relationship with social motivation.5.Personal income has positive adjustive effect on the relationship of luxury consuming motivation and luxury buying intention,but marketing factor has no remarkable adjustive effect on that relationship.