| Luxury consumption is major phenomenon of Chinese consumer. Peoplehas always been contradictory with their attitude towards luxury products.On one hand, morally, luxury products are supposed to be disdained as theyare beyond necessity and are indicators of wasteful life, whose bearerexploit the social fortune with whatever means possible. On the otherhand， people do not reject the enjoyment in consuming luxury products. Ifpossible， people are eager to have a taste of the luxury products, whichembody the most advanced technology, the most harmonious productesthetics and tailor-made quality essence. Luxury Products spur innovation,create job opportunity and sculpt taste and style.A large impact people’s consumption behavior to the formation ofvalues, values represent the people’s fundamental beliefs, the overall affecta person’s attitudes and behavior. The values of humanity is closely relatedwith the growth environment, social environment, individual learning process, the social role played by other members of society on theindividual’s expectations encountered in strengthening the positive andnegative, many aspects of the formation of ability. People’s behavior toselect items to choose based on different behavior, different items of valuejudgment. Values already become an integral part of consumer behavior.Values representative of a belief deeply rooted in the individual heart of acontinuing nature, plays an important role in the personality structure,guidelines for personal behavior. Both current college students now Siroccofamily, but also become a fashion favorite with the nouveaux riches,research and consumer of luxury goods on college students’ values haveimportant practical significance. In this paper, the reasons for Analysis ofCollege Students in luxury consumption, and specific strategies to guidestudents to establish the correct consumption values, and hope to establishthe correct values to play a little positive guidance on the contemporarycollege students. |
PDF Full Text Request