Post-90s Consumers Of Light Luxury:the Regulatory Role Of Self-construal In Shaping Consumption Motivations And Purchase Intentions

All these years of Reform and Opening-up have led to the gradual flourishing of the Chinese economy,both national income and purchasing power have increased steadily.The taste of China's consumers has upgraded,while the consumption concepts have significantly evolved.China has already become the world's biggest consumer nation of luxury goods and is driving growth of global luxury goods market and therefore the growth trend of the light luxury market is particularly strong.At the same time,China's light luxury goods consumer group youthful trend is clear,"post-90s" consumers are gradually growing into the main force of luxury consumption.Childhood environment affected today's "post-90s" consumers' values and consumption views,which are vastly different from those of the past generations.Therefore,this study focuses on the "post-90s" specific group and explores its light luxury consumption motivations and purchase intentions,has a very important theoretical value and practical significance.The study takes China's post-90 s consumers as the research object,reveals the relationship between its light luxury consumption motivations and purchase intentions and its adjustment factors,and then draws conclusions,proposes marketing inspiration and management suggestions.First,the study uses literature review to evaluate relevant articles' research limitations,define the core concepts,set research questions and build a theoretical framework;Secondly,the study uses in-depth interviews and grounded theory to explore the deep-rooted reasons for the luxury consumption motivation and purchase intentions.It is found,that four main categories Individual-oriented motivation,Social-oriented motivation,Independent Self-construal,and Interdependent Self-construal have an impact on the purchase intention of light luxury.Thirdly,the study explores the constituent factors of the above four main categories,and constructs a model of the mechanism of action on the intention to purchase light luxury.The consumer motivation composed of individual orientation and social orientation is the pre-variable,independent self-construal and Interdependent selfconstrual on the internal Situational variables,respectively,to make assumptions about the ways and paths that affect the willingness to purchase luxury goods;Finally,the study conducts empirical research,design,issue,and collects questionnaires,and then conducts statistical analysis of the collected data to draw conclusions and provide marketing recommendations.The main findings of this paper are as follows: 1.The post-90 s consumers of light luxury are divided into two types: individual-oriented and social-orientated,and more biased towards social orientation motivation;2.Individual-oriented motivation includes three components: aesthetics,excellent quality and self-satisfaction.Social motivation includes three components: face consciousness,pursuit of uniqueness and identity symbol.The aesthetic motivation is in the "post-90s" consumer.Unique to light luxury consumption,different from the consumption motives of luxury goods in previous studies;3,individual-oriented motivation and social-oriented motivation have a significant positive impact on the "90s" light luxury consumption willingness;4 For the "post-90s" consumers,the self-construal factor plays a regulatory role in the decision-making process of the "90s" consumer's willingness to purchase luxury goods.The independent self-construal-factor combined with social-oriented motivation,independent self-construal-factor combined with individual-oriented motivation and Interdependent Self-construa factors combined with individual-oriented motivation have a significant positive impact on the "post-90s" light luxury purchase intention,while Interdependent Self-construal on factors Social-oriented motivation has no significant impact on the willingness of consumers to light luxury goods.The research of this paper focuses on China's "post-90s" segmentation consumer groups,and proposes the model of light luxury consumption motivation and purchase intention under the self-construction regulation,further clarifying the concept of light luxury goods and enriching the consumption of light luxury goods.The study of motivation theory fills the research gap of China's "post-90s" consumer groups' selfconstrual and adjustment of light luxury consumption motives and purchase intentions,and provides qualitative and empirical tests,and finally draws conclusions and proposes light luxury goods' marketing inspiration and management advice.However,due to time and geographical constraints,the sample size of the interviews and questionnaires in this paper needs to be further expanded to ensure the accuracy and representativeness of the qualitative and empirical research conclusions.