Research On Luxury Inconspicuous Consumption Intention By The Moderator Effect Of Self-construal

Under the trend of slowing global economic growth,the luxury goods market has not shown signs of weakness,but has shown continued growth.With the continuous upgrading of China's residents' consumption,China has gradually become the world's largest consumer of luxury goods.Moreover,with the continuous maturity of China's luxury market,more and more domestic consumers' luxury consumption behaviors show a low-key rational tendency.Compared with the conspicuous consumption behavior of blindly pursuing the huge logo,consumer's demand for its conspicuous is constantly weakening,and the internal quality of luxury goods and the cultural connotation behind it are beginning to be more focused.Recent studies have shown that inconspicuous consumption is a neglected but important phenomenon in the contemporary market.Although the academic circles and the industry have recognized the importance of inconspicuous consumption,there is still a lack of systematic thinking on the formation mechanism of such consumption behavior.Therefore,the formation mechanism of luxury inconspicuous consumption intention is an important research topic,which has great theoretical and practical significance for promoting the transformation and upgrading of China's consumer market.In view of this,this article takes domestic consumers who have experience in luxury goods consumption as the research object,and deeply explores the antecedents of luxury inconspicuous consumption intention and the moderator effect of self-construal.First,through the relevant literature combing,the paper summarizes and refines the important factors and variables that affect the luxury inconspicuous consumption intention;second,the formation mechanism model of luxury inconspicuous consumption is constructed.The four factors of dilution of luxury signal capabilities,pursuit of personality and self-expression,emphasis on experience and brand culture,conformity with aesthetics and the pursuit of pragmatism together constitute the pre-variables.Self-construal,namely the independent self-construal and the interdependent self-construal are used as moderating variables,and then put forward the relevant research hypothesis;then,data are collected through questionnaire design,distribution and recovery;finally,SPSS software was used to conduct statistics and analysis on the survey data,and conclusions were drawn and marketing recommendations were put forward.The study found that:(1)there is an inconspicuous consumption intention in luxury consumption;(2)dilution of luxury signal capabilities,pursuit of personality and self-expression,emphasis on experience and brand culture,conformity with aesthetics and the pursuit of pragmatism and other factors have a positive impact on the inconspicuous consumption intention;(3)the independent self-construal has a significant positive moderator effect on luxury inconspicuous consumption in this process,while the dependent self-construal has a significant negative moderator effect on it.The luxury inconspicuous consumption intention is a new research field.There are not many related studies.This paper cuts into the new perspective of luxury inconspicuous consumption intention,and makes a detailed combing and elaboration of the relevant research on inconspicuous consumption intention.Then,taking domestic luxury consumers as the research object,the author makes an empirical test on the antecedents of the formation of luxury inconspicuous consumption intention and the moderator effect of self-construal,and then makes a preliminary discovery.This has certain theoretical significance for further expanding and enriching the research related to luxury goods.In addition,the research in this paper finds that it has certain practical implications for the targeted marketing activities of luxury goods and service companies to improve customer satisfaction,loyalty and their own competitive advantages.Of course,due to the limited research ability of students,coupled with various constraints,this study still has many deficiencies in the aspects of theoretical model richness,sample size and fitting degree.In the follow-up,the student will further think deeply and carry out a comprehensive and in-depth exploration.