A Motives’ Conceptual Framework of Luxury Brands in China: Focus on Generational Difference

Purpose - The Purpose of this research is that how different the purchase motivation between the two ages during generational alternation is and whether the generational differences that contributed to the influence into purchase intentions of luxury brand. Design/Methodology/Approach - The data comes from a questionnaire survey of consumers that the Chinese at home and abroad in Asia. T-test, regression analysis, and moderation effect model were used. Findings - The motivations divide into personal and interpersonal effect. Personal effects include self-gift giving and self-directed pleasure (emotional value) and quality (functional value). Interpersonal include conspicuous, bandwagon, and Mianzi (social value), as well as materialism and uniqueness (self-expression). In millennials, motivations associated with social values are lesser, but associated with self-expression, emotional and functional values are more than older generation. In older case, motivations related to social or emotional values are significantly correlated with purchase intention, motives associated with self-expression or emotional values are more important in millennials. In particular, the effects of materialism and uniqueness differ significantly between the generations. Research Implications - This paper reconstructs the value/motivation model of the Chinese luxury market based on the traditional Confucian culture, the complexity of materialism and uniqueness through empirical research. The results of the empirical research provide a theoretical and strategic implications for the luxury companies and improve their understanding to the consumers of luxury market.