Study On Luxury Consumption Motives Of Fast Moving Consumer Goods

Luxury consumption motives are based on the different cultures, geographical consumption habits and producets. And the majority of existing researches aim durable consumer goods as representatives.In fact, luxury goods of fast moving consumer goods take up a large proportion, and are different from durable consumer goods in luxury consumption motives.This paper reviewed the domestic and international luxury consumption motives; study on luxury consumption motives of fast moving consumer goods from the viewpoint of female consumer; defines brand selection, perceived values, self-construal and demographic variables as the main research variables which may affect the luxury consumption motives; put forword luxury consumption motives of fast moving consumer goods and carry out empirical analysis.Most of research assumption presented in this paper was supported by empirical research.The study make use of analysis of variance, correlation, factor and other methods to study relationship that affect luxury consumption motives between factors. Finally in-depth analysis is studied from luxury consumption motives.The results show that:①In empirical research, six impact factors of luxury consumption motives of fast moving consumer goods are found and followed in turn by emotional factor, social factor, quality factor, scarcity factor, unique factor and conspicuous factor.②Symbolic value of status of luxury goods of fast moving consumer goods distinguish the value of wealth for showing off. It is not significantly correlated with luxury consumption motive of fast moving consumer goods.③Purchasing luxury goods of fast moving consumer goods, consumer show less herd effect, which is an important aspect of luxury consumption motives of fast moving consumer goods that is different from luxury consumption motives of durables consumer goods.④Self-structure has not significant impact on luxury consumption motive, but the two of self-construal can coexist.⑤Emotional factor includes hedonist effect representing emotional effect and self-gift which focusing on internal feelings. And this is the characteristics of female consumers to consume luxury goods of fast moving consumer goods.⑥This study aimed at luxury of fast moving consumer goods, and separated scarcity value from unique value to be an independent impact factor.⑦All demographic variables including age, educational background, income level and career of consumers have no significant difference with quality factor.This indicates that luxury goods of fast moving consumer goods, different from common luxury, attaches importance to quality indicator of the luxury consumption motives.Study on luxury consumption motives have shown that luxury of fast moving consumer goods and durable consumer goods present commonality in the whole.The results of these studies help to improve the awareness of luxury consumption motives in theory, to supply development and marketing strategy for business in marketing practice.