The Study Of Customer Perceived Value Of Luxury And Its Impacts On Repurchase Intention

With the quick development of China’s economy, there is a growing demand for luxuries.In2010, China had surpassed Japan as the second largest consumer of luxury goods withmany luxury brands entering the market of China. However, extravagances are alwaysassociated with adverse words, such as flaunting wealth and corruption. They are becomingdemonized. This thesis made a research on the luxury from the angle of perceived value. Bymaking pains-taking investigation, the nature of luxury was fully presented.First, this paper summarized the scholars’ research on luxuries, perceived valueand luxury perceived value.On that base, research assumptions were put forward andthe questionnaire was devised. Then, various statistical methods were used to analyzethe recovery of210valid questionnaires. Finally, research hypotheses were confirmedoneby one.The results revealed seven perceived value factors, which were named as qualityvalue, price value, social value, unique value, flaunting value, self-presentation, andvalue preservation. Then,the thesis discussed the relation between perceived value fa-ctors and demographic variable. After that,cluster analysis was used to divide samplesinto five groups based on the seven factors. In addition, there were significant differ-ences between demographic variable and clustering groups.This paper also discusses the relation between perceived value of luxury and repurchase intention,and discusses the relation including two (service and advertisment).The results show that perceived value of luxury will have a significant impact on therepurchase intention,and regulation of two moderators is not obvious.But the advertise-ment has a significant impact on the repuchase intention.At last, the result of data analysis was interpreted and marketing suggestions wereprovided in the paper.