The Impact Of Cultural Values On Luxury Purchase Intention Under Compensatory Consumption Scenarios

The concept of luxury can be verified to the ancient Greek period,and luxury as a brand is originated in the mid-19th century.In the context of the third technological revolution and globalization,the luxury goods industry began to flourish in the 1970s.In the last 10 to 15 years,the luxury goods industry has ushered in a new wave of development climax.There are many researchers based on cultural differences in the perspective of the East and West cultural differences on this phenomenon were studied,and has a lot of results.But if only cultural differences can explain the Oriental luxury frenzy,why in these countries early luxury is not popular,and even the criticism of luxury it?Similarly,after a period of prosperity,luxury frenzy fever also appeared in Japan and other countries,do we have to explain with the prosperity of the situation continued,Japan and other countries of some cultural characteristics have changed?Therefore,the East Asian luxury frenzy not only to consider the cultural values of this long-term factors,but also consider some specific short-term scenario factors.Compensatory consumption provides us with this perspective.In this context,the study of China as the representative of the emerging market countries,the law of luxury goods market,for other countries and regions in the future luxury market development,especially with the East Asian countries have the same characteristics of the luxury market development has an important guiding role TheBefore there are many studies from the conspicuous consumption point of view to explain the luxury of East Asian luxury consumption.But I believe that from the perspective of compensatory consumption more able to explain the cultural differences in luxury consumption issues.Because the conspicuous consumption point of view can not explain the income in the Eastern countries generally less than the reality of Western developed countries,why the Orient has such a strong wealth of motives.And compensatory consumption refers to some is not to meet a specific objective consumer needs,but to make up for their own psychological loss or self-threatening consumer behavior.This article is to explain the luxury of East Asia in this perspective.Because of the prevalence of compensatory consumer scenarios in East Asian countries,this scenario has greatly enhanced the difference in luxury consumption in the cultural differences between East Asia and other regions.If this inference is correct,then those areas that are similar to the cultural dimensions of the oriental culture may also show a strong luxury worship if they are able to enter a new state of economic growth during the period of rapid economic development.,And this study will provide luxury media operators in advance to find the potential luxury goods market to provide theoretical tools.And now in Africa,Congo and other places Sap Association on the emergence of a similar Oriental luxury worship phenomenon,indicating that after East Asia may also appear luxury consumption of the rich area.