A Research Impact Of Luxury Consumers’ Self-concept On Their Consumption Behavior

In recent years,with the rapid development of China’s economy,the income level of residents has continued to increase steadily,and the concept of luxury consumption also changed rapidly.Meanwhile,the luxury consumer market is also showing rapid development.China has become the world’s largest luxury consuming market.It is becoming more and more significant to understand the psychology of luxury consumers.Therefore,,this paper refers to the domestic and international research on the consumption behavior of luxury goods,and systematically introduces theories related to self-concept and luxury consumption behavior,then thoroughly analyzes the relationship among luxury consumers’ self-concept,consumption motivation and consumption behavior by empirical analysis.Using the self-validation,self-enhancement theory and S-O-R model,the thesis also proposes the path of the five variables of the real self-concept,ideal self-concept,personal-oriented motivation,social-oriented motivation and consumption behavior of luxury consumers,designs a conceptual model of national conditions,and tests the model.This paper drew conclusions as follows: the true self-concept of luxury consumers has positive impact on consumer motivation and consumption behavior;the luxury consumer’s self-concept has positive impact on luxury consumption behavior;the luxury consumers’ consumption motivation is two-dimensional.It has positive effect on consumer behavior;the individual-oriented motivation of luxury consumers plays a mediating role in the relationship between real self-concept and consumer behavior,but the mediating effect of ideal self-concept on consumer behavior is not significant;luxury consumers’ social-oriented motivation has a significant intermediary role in the relationship among the two dimensions of self-concept and consumer behavior.It is worth noting that this thesis finds that the ideal self-concept of luxury consumers has no significant impact on individual-oriented motivation;the individual-oriented motivation of luxury consumers is not significant in the relationship between ideal self-concept and consumer behavior;luxury consumption,the true self-concept has different effects on the different dimensions of consumer motivation.According to the abovementioned literature review and empirical research conclusions,this paper suggest that firstly,luxury goods design pay more attention to functional value from the perspective of luxury goods to fit the luxury consumer self-concept.Secondly,the products should be priced rationally with proper product positioning.Thirdly,the luxury company should improve corporate social responsibility practice and arouse social consumption motivation of luxury consumption;Finally,luxury marketing has the necessity to focus on customer survey and optimizes marketing channel selection.