Empirical Study On The Relationship Between Lifestyle And The Purchase Intention Of Luxury Goods

In recent years, with the development of reform and opening up and the rapid growth of national economy, both the income and the consumption capacity of China's citizens have experienced a significant increase, and the demand for luxury has been steadily on the rise. As a result, the luxury market of the nation is entering its "Golden Age", which is a stage of practical importance preparing for research on the characteristics of consumers' purchase behavior and the relevant deep factors. The current studies on the consumers' purchase behavior mostly embark on the single approach of demographic variables, and are limited to the interpretation of the appearance of behavior, failing to provide a deep analysis of the causes of purchase intention. From the perspective of consumers, this paper is going to make an empirical analysis of the relation between lifestyle and the purchase intention of luxury goods.This paper focuses on the lifestyle of consumers and the relation between the five dimensions of lifestyle, namely fashion taste, moderation, perfectionism, initiative, and love of freedom, and the purchase intention of luxury goods.In the empirical part, the consumers in Beijing district are surveyed as a sample, the fancy wristwatch is examined as product, and a total of 240 questionnaires are distributed in an attempt to study the lifestyle of consumers and their inclination of purchasing luxury. The statistics reveals that there's no causal relation between initiative and purchase intention of luxury, or inevitable association between love of freedom and purchase intention of luxury; whereas fashion taste and perfectionism exert positive influence on purchase intention of luxury, moderation has negative impact on it.In the conclusion part, on the basis of the results of the study, the paper proposes some marketing suggestions on the luxury market from the following aspects-roduct, price, place, and promotion, as well as makes a prospect to the future research.