Research On Consumer Motivation Of Luxury Furniture In Shanghai Area

At present, Shanghai luxury furniture market has become one of the fastest growing markets in the world, and it has become a necessary strategic market that many top international furniture brands want to enter so as to expand global market share and improve international competitiveness. In this context, the research on consumer motivation of luxury furniture in Shanghai area is very necessary. In addition, the research will supply enlightenment and reference to research on consumer motivation of luxury furniture in other cities of China.Western countries have been done the research on consumption motivation of luxury for several decades, but the related research in China is still in an initial stage. At present, the researches on related theory of luxury have far behind the fast growth of the Chinese luxury market. The researches on Chinese consumers' consumption motivation of luxury have done by academic circles in China owe mature, and researches on consumption motivation of a segment market of luxury is very few. And there have no literatures about research on consumer motivation of luxury furniture until now, so this question is worthy of further study.Based on the above reasons, this paper chose the luxury furniture industry of Shanghai area to do an exploratory research. The research build a model to analyze the consumer motivation of luxury furniture in Shanghai area which based on western luxury consumption motivation models,special Chinese culture and consumption patterns and the some research results of the luxury consumption from Chinese scholars. The paper aimed to do an exploratory research on the consumer motivation of luxury furniture in Shanghai area so as to find the real motivation and purpose of consumers who bought luxury furniture, then it could rich related theory of luxury goods and provide basis for the government and the luxury furniture enterprises to make effective marketing and development strategies. Firstly, the paper refined the luxury consumption motivation theory and related models by literature review and theoretical combing so as to provide a theoretical foundation and framework for the whole research. Secondly, this paper analyzed and refined the consumer behavior characteristic of luxury furniture in Shanghai area, and defined related research variables. Then it put forward several research hypotheses and the Shanghai luxury furniture consumption motivation model. Thirdly, according to the model and related variables, the paper designed a questionnaire and done a questionnaire survey, and then used professional software SPSS for a quantitative analysis of the data collected so as to inspect related hypotheses and correct the Shanghai luxury furniture consumption motivation model. And it got some research conclusions as below:(1) There are totally eight consumer motivations for Shanghai consumers to buy luxury furniture, which can be divided into social-oriented consumer motivation and self-oriented consumer motivation. Among them there are five social-oriented consumer motivations, namely "social relation","status symbol","conformity","maintenance and appreciation of values" and "conspicuous"; And there are three self-oriented consumer motivations, namely "family-oriented" "quality pursuit" and "inner self. (2) The main consumer motivations for Shanghai consumers to buy luxury furniture are social-oriented consumer motivations. (3) "Family-oriented","quality pursuit" and" social relation" are the most important three consumer motivations for Shanghai consumers to buy luxury furniture. (4) "Conspicuous" has become the weakest consumer motivation for Shanghai consumers to buy luxury furniture. (5) The influence of gender and income factors on Shanghai consumers'motivations is significantly different. At last, the paper launched a discussion on the basis of related research conclusions combined with the problems of Shanghai luxury furniture market, and put forward some countermeasures and suggestions for the development of Shanghai luxury furniture industry and the marketing of luxury furniture enterprises.