Research On The Influence Mechanism Of Perceived Auspicious Value On Consumer Purchase Intention Of Jade Products

Since 2014,the contribution rate of consumption to GDP exceeded investment.From then on,consumptions has become the first pillar of Chinese economy.Meanwhile,the disposable income of Chinese residents has been growing steadily,which led to the continuous improvement of both consumption level and quality.Evidently,the purpose of Chinese residences' consumption is beginning to shift from basic food and clothing to development and enjoyment.With the booming consumption environment,China's luxury market is also performing marvelously.Data showed that in 2018,Chinese luxury consumption in domestic and global market has reached 770 billion yuan,accounting for one-third of global luxury consumption.Faced with the gradual routinization of luxury consumption and the rejuvenation of the main consumer groups,the research conditions for consumer behavior in the luxury market are becoming more mature.This article selects the subdivision of luxury consumption.In consideration of Chinese cultural heritage,this article focus on jade as the research object to explore the key factors that affect consumers' purchase decision.And the purpose of this study is to provide marketing suggestions to jade retailers based on the results from the empirical study.According to the purpose and content of this article,a combination of theoretical and empirical method is adopted to explore the influencing factors of consumers' purchase intention in jade consumption.The basic research structure,together with commonly used variables and their scales was determined through a systematically analyzation of the former studies in t the field of and purchase intention.Because the purchase of jade has strong communicative attributes,after preliminary literature review,the self-concept,a psychological research concept,is selected to be reviewed during the theoretical research.The empirical research in this paper is divided into two parts: an interview and a survey.For the interview,this article invited six representative consumers to conduct a semi-structured discussion to explore the key variables in the purchase behavior of jade.After discussions on purchase habits,purchase motivation,information collection methods,and decision-making considerations,three variables that may have a key influence on the consumption decision of jade are summarized.These variables are the consistency of jade characteristics and consumer self-concept,preference for jade,and perception of good luck value.This paper assumes that the above three variables individually and mutually promote consumers' willingness to buy jade.This article validates the proposed hypothesis model through an online questionnaire.First,the mature scale designed by previous studies for same or similar variables was modified to suit the purchase of jade.Second,a preliminary survey was conducted,and 105 questionnaires were collected.Examine the results of the presurvey data with the reliability and validity test,the scale was modified to obtain the formal survey questionnaire.A total of 858 formal questionnaires were issued,of which740 were valid questionnaires,and hypothesis tests were performed using the questionnaire data.This article used SPSS for regression analysis,the results showed that the congruity between the characteristics of jade and consumers' self-concept,consumers' preference for jade,and consumers' perception of the auspicious value of jade all significantly promoted the purchase intention of jade.At the same time,the congruity between the characteristics of jade and consumers' self-concept plays a positive mediating role in the positive effect of consumers' preference for jade and consumers' perception of the auspicious value of jade on their buying intention.In addition,empirical evidence showed that consumers' preference for jade and consumers' perception of the auspicious value have a significant interaction effect.Combined with the empirical research results of this paper,three management suggestions are proposed to companies: first,emphasis on auspicious elements in product design,and actively display product information to consumers to improve consumers' auspicious value perception;second,rely on various means like window display,big data analysis,etc.to portray the image of jade enthusiasts.In this way the companies can ensure the promotion of products at the target group;finally,to do a good job of positioning the brand and product image,and manage to fully display that image.The innovative prospect of this article is mainly reflected in the following two points: First,this article selects jade products as the research object,and uses the perception of auspicious value as the main point to explore the key influencing factors in the consumer decision-making process of jade products.Therefore,the research made some improvements and supplements to the jade field.Second,the variables and scales selected in this article are contextually adjusted for the consumption of jade products on the basis of literature review.The variables are more applicable to the scenario of this article.This paper makes up for the theoretical gap in research on quantitative consumer behavior of jade products by discussing the factors that influence the willingness to purchase jade products,and looks forward to the direction of future in-depth research.