Research On The Influencing Factors Of Chinese Consumers' Purchasing Motivation For Light Luxury

In recent years,with the growth of China's economy,China's light luxury market has exceeded 100 billion yuan in 2018.It is predicted that China's light and luxury goods market will reach 125.3 billion yuan by 2020.In order to achieve the strategic goal of expanding market share and increasing marketing profits for operators of light luxury goods,it is necessary to pay attention to the influencing factors of Chinese consumers' purchase motivation of light luxury goods.Therefore,it is of practical significance to study the influencing factors of Chinese consumers' purchase motivation of light luxury goods and to put forward suggestions for operators of light luxury goods operators.Based on Maslow's Hierarchical Needs Theory and purchasing motivation theory,this paper screens Chinese consumers' purchasing motivation of light luxury goods and its influencing factors.According to the characteristics of Chinese consumers,the purchasing motivation of light luxury goods is divided into two categories: socialoriented and individual-oriented.The social-oriented motivation includes flaunting psychology,social needs,conformity psychology and individual-oriented package.Including the pursuit of quality and self-pleasure;at the same time,according to 4Ps theory,the influencing factors are divided into individual factors of consumers?marketing environment factors of enterprises and macro environmental factors.Individual factors of consumers include living areas,gender,occupation,age,working years,personal disposable income,category preferences,marketing environment factors of enterprises include products,prices,channels,promotions,macro environmental factors include political factors,economic factors,and cultural factors.Finally,the research hypothesis is put forward to construct the research model.Using factor analysis to name the purchasing motivation factors and enterprise marketing factors,five purchasing motivation factors and five enterprise marketing factors are obtained.The purchasing motivation factors include conspicuous psychology,social needs and conformity psychology,pursuing quality and pleasing oneself.The factors of enterprise marketing are product,price,channel,promotion and social macro environment.Through the analysis of variance between consumers' own factors and purchase motivation,it is concluded that there are significant differences between consumers' living place,occupation,age,annual discretionary income and purchase motivation.Through the correlation analysis of marketing factors and purchase motivation of various enterprises,it is concluded that there are significant differences between products,prices,channels and promotion factors of light luxury goods and purchase motivation,and there is no significant difference between social macro-environment and purchase motivation.At the same time,in order to analyze the impact of various factors on the purchase motivation,this study calculates the degree of correlation between the factors affecting the factors and the motivation of purchase.According to the relevant analysis results,this study analyzes the differences and causes of different influencing factors and purchasing motives,and combined with the characteristics of Chinese luxury goods consumers to propose feasible marketing recommendations for luxury goods operators.