The Influence Of Millennials' Luxury Purchase Motivation On Brand Loyalty

Since the reform and opening up,the residents' income and purchasing power have risen rapidly.The consumption of Chinese consumers has been escalating,and there has been a huge change in consumer attitudes towards luxury goods.The main consumers of the Chinese luxury market are millennials aged 23 to 38.Millennials have a superior growth environment,higher education level,and have withstood the baptism of Western culture.They have stronger acceptance of new things,more distinct personality characteristics,more rational and pragmatic,focus on aesthetics,and pursue quality and personality.They are the main force of luxury consumption,so this article selects the millennial generation as the research target group.This article summarizes the relevant theories in the sociology,psychology,economics,and marketing literature,using attitude function value as the intermediary and objective social class as the adjustment,and constructs the millennials' luxury purchase motivation—the attitude function value——the transmission model of brand loyalty formed a research hypothesis.Finally,the hypothesis of this article was tested through empirical analysis.First,motivation for luxury goods purchase has a positive impact on attitude function and brand loyalty;Second,society the effect of orientation motivation on brand loyalty will be transmitted through the self-exhibition value of attitude.Third,the effect of personal orientation motivation on brand loyalty will be the self-expression value of the attitude is passed on.Fourth,the objective social class will negatively adjust the social-oriented motivation to demonstrate the value of the attitude impact.Innovations: First,explore the formation mechanism of luxury brand loyalty among millennial consumers,and explore the different transmission paths of two kinds of purchase motivation to brand loyalty;second,introduce a sociological variableattitude functional value the theory is used as an intermediary variable to explore the connection between luxury purchase motivation and brand loyalty.Third,the introduction of psychological variables-social stratum.