The Influence Of Luxury Product Attributes On Consumers’ Sustainable Satisfaction

One notable change in modern China is people’s indulgence on luxury products.The luxury market in China has grown significantly in recent years. It is reported that Chinese luxury consumption was only1%of the global luxury consumption in1999; magically increasing, the percentage jumped to12%in2004with the total number of6billion dollars,less than17%in USA, much lower than41%in Japan. China’s craving for luxury is still going strong despite the recent economic downturns that hit many parts of the world. such as Europe and North America, has decreased significantly. Even Japan, once the biggest consumer market for luxury goods, has experienced a drastic decline in luxury sales. By contrast, China’s luxury sales climbed. in2009China surpassed the United States, become the second-largest luxury.Maket.China has become the high-growth market. According to the latest2011report released by the World Luxury Association, the percentage arrived25%in2010with10.7billion dollars and It is predicted that China will surpass Japan to become the greatest luxury market of the world in the year of2012.With strong economic growth in the past ten years and drastic changes in consumption attitudes,,the desire and appreciation for the luxury suppressed in the late part of the twentieth century are again wide awake and alive. but can fever for the luxury really increase the happiness and satisfaction? People are once again caught in a "hedonic treadmill.’the study on sustainable satisfaction is carried out in such a contextThe research of subjective well-being, especially research on sustainable happiness is transplanted to my study. Hedonic adaptation affects sustainable happiness as a key fator and we also found that it is a key variable affecting customer satisfaction. Little scholars studys customer satisfaction from the perspective of hedonic adaptation.Firstly, we can provide a new perspective for customer satisfaction through the study of the new intermediate mechanisms; Secondly, reviews of the literature have noted that the majority of product attributes and satisfaction research reflects a static approach that fails to capture the dynamic nature of product attributes and satisfaction process. Further, we put forward a new concept of sustainable satisfaction or dynamic satisfaction, satisfaction is not static.It is dynamic. People can use sustainable satisfaction as an effective way to realize their pursuit of happiness, in such a context, our research is a useful supplement to SWB Finally, the product used in this study is the colored gemstones which are little considered from a marketing perspective,so our study fills a gap in the study of natural colored gemstones.We studys how changes in product attributes performance impact suatainable satisfaction through questionnaires. We uses questionnaires to collect longitudinal data and use SPSS16.0to conduct data analysis, exploring hedonic adaptation mediating the relationship between product performance change and sustainable satisfaction. Hypothesis was tested with Multiple regression analyses. At the same time, taking into account individual differences, we explored how self-monitoring impacts hedonic adaptation, Results indicated that self-monitoring variable significantly moderate the relationship between product performance change and hedonic adaptation.At last,we test whther product usage moderate the relationship between product performance change and hedonic adaptation. Results indicated that hypothesis was tested.The research results are analyzed.The study has some limitations, An limitation concerns our study’s relatively short duration (4weeks), it may be that large and significant events (i.e., acquiring a luxury) have the best chance of having sustained long-term impact, to the extent that the person continues to appreciate those changes and experience them in varied and surprising ways. In future we need to pick three time points or above, and it is easier to find the change of hedonic adaptation and satisfaction trend. Furthermore, A growing body of research has shown that there are distinct differences in the hedonic adaptation between nations that can be explained to some extent by the effects of culture. cultural differences do exist, as evident by the fact that there is a substantial difference in which emotions are valued across cultures and to what extent emotional arousal is desired. Further research is required in order to pinpoint how culture affects hedonic adaptation across the globe and thereby what is difference in sustainable satisfaction. While the data reviewed in this paper reveal important evidence on the causes and effects of sustainable satisfaction, much research is still needed for a more comprehensive view on how hedonic adaptation and sustainable satisfaction functions in societies.