【作者】 周颖； 吕巍； 侯建荣；

【Author】 ZHOU Ying,LV Wei,HOU Jian-rong (Antai School of Economics and Management,Shanghai Jiao Tong University,Shanghai 200252,China)

【机构】 上海交通大学安泰经济与管理学院；

【摘要】 中国已经成为世界第二大奢侈品国,并呈现年轻化趋势。本文以80后群体为研究对象,通过实证研究,结果显示80后群体奢侈品购买动机主要分为社会导向和个人导向两类,其中"身份象征"是这一群体奢侈品消费的最主要动机,并且其购买动机在性别、教育程度以及收入等人口统计变量上存在显著的差异。更多还原

【Abstract】 China is currently the second largest market for luxury goods in the world,which presents a trend that the buyers are younger.This article investigates post 80’ s generation consumers.Empirical studies show that the motivations for post 80’ s consumers to buy luxury goods can be divided into social-orientated and self-orientated,among which"status symbol"is the most important motivation.And the motivations differ greatly depending on the genders, educational levels and incomes.更多还原