中国消费者购买奢侈品的动机与行为2

Perfectionism Effect: 我觉得购买奢侈品主要是因为它的高质量。 The main reason of purchase luxury goods because of high quality.

SELF-gift GIVING: 我觉得购买奢侈品能让我的生活更加精致。I think purchasing luxury goods make my life more delicate .

FACE: 奢侈品可以让我在别人眼里很有面子. Luxury goods can tell others something positive about me in their eyes

GIFT: 我通常购买奢侈品是为了送礼 Normally I purchase luxury goods used to gifting

brand loyalty:对于我喜欢的奢侈品品牌，即使涨价我也会继续购买 I will buy my favourite luxury brand's goods ,even though the brand will rise in price.

brand associations: 我能在其他品牌中识别出奢侈品牌 I can reconize the luxury brand among other competing brands

brand associations:关于奢侈品牌的一些特点能很快的出现在我脑海里。Seveal features about the luxury brand come to my mind quickly.

brand associations:我能快速想起奢侈品牌的符号。I can recall the symbol of the luxury brand very quirkily .

SOCIAL-CLASS: 我购买奢侈品是因受到一个社会群体的影响，比如朋友或者同事. I always influenced by the same social class when i purchase luxury goods, such as friends colleague

SOCIAL-CLASS: 同一个社会群体中的成员，与我社会交往越多的对我购买奢侈品影响越大。 There have greater effect on purchasing luxury goods from who have more social communication with me in the same social class