Exploring Chinese Motivations for Luxury Consumption

This research aims to examine Chinese consumers' motivations for luxury and find out motivation difference according to different income levels and different ages of consumers. Quantitative method was applied. A 30 items self-completed questionnaire including social-oriented motivation and personal-oriented motivation was employed. The data of 200 respondents were collected and analyzed with the SPSS software package. The findings are not all western luxury motivations exist among Chinese consumers. Veblenian, quality value, hedonic and gift-giving are four main motivations. In China luxury consumers with different income levels and ages have different orientations in social and personal motivation