A Exploratory Study On The Purchase Intention Of Affordable Luxury Brands With Rational Consumption And Conspicuous Psychology

With China's economic growth from fast to stable,the pursuit of luxury brands are increasingly rational for people.In this context,a "affordable luxury wave" swept across the major north and south.Affordable luxury can be understood as mild luxury.And affordable luxury brand is considered as the unique goods of design and high quality which are under the limited spending power.Not only are people easy to feel luxury,but also the live become more colorful.So,affordable luxury brings objective income owing broad prospects for development.Affordable luxury is focused by scholars from both at home and abroad.In this thesis,affordable luxury is considered as the research background,and affordable luxury brand is considered as the research objective.On the basis of this,the concept of affordable luxury is sorted out defining the difference and relationship among traditional luxury goods and new luxury goods and affordable luxury.And the difference among affordable luxury and FMCG and common goods are defined.On the basis of the inducting the concept of affordable luxury,the relationship between feature of affordable luxury and purchase intentions for affordable luxury is proofed.Specifically,this study discusses the relationship between purchase intentions and rational and conspicuous consumption,including gains and losses for face for cultural motivation,and purchasing unique for psychological motivation,and social identity for social motivation.And this research is made empirical analysis.Specially,the statistical tool of SPSS17.0 is used to do the reliability validity test for scale,and hypothesis are tested initially.On basis of this,the statistical software of PLS is used to do analysis furthermore,and build the construct model.As the result,gains and losses for face and purchasing unique and social identity have positive impacts on purchase intention for affordable luxury brands.And,rational consumption also has positive impacts on purchase intention for affordable luxury brands.So,luxury tribe are complex social groups,who are not only summarized the characteristics of this group by a label.They pursue individual expression,but is not equivalent to the reality from the environment.So,the purchase intention for affordable luxury brands are affected three motives of conspicuous consumption and rational consumption,which are considered as the target brand for affordable luxury tribe.