earticle

영어

The luxury brands market had grown due to emerging economies such as Asia, Latin America, the Middle East, Chinese market that is especially considered one of the most attractive markets in world. Chinese millennials, born after 80's and 90's have become the main force in the luxury brand market gradually from the perspective of consumers structure. Most of them are grown under the one child policy and received special treatment for family members. This generation is overprotected by family members and enjoy economic abundance. In addition to this, they are more cosmopolitanism and materialism than their parents because they are influenced by Western cultures. They are also independent personality and egocentric in consumption. The purpose of this paper is to study the luxury consumption behavior of Chinese millennial consumers and in order to do this, this study divides Chinese millennials' consumption motives into social-oriented motivations (eg, conspicuous, bandwagon, materialism, and Miazi) and personal-oriented motives (eg, uniqueness, self-gift giving, and quality seeking) based on the existing researches. The empirical results show that millennial consumers with higher social-oriented motivations(materialism and bandwagon) are more likely to adapt to social-adjustive attitude, on the other hand, consumers driven by personal-oriented motives (self-gifts, uniqueness and quality) form a stronger value-expressive attitude. Consumers have a higher motive to conspicuous or Mianzi, have a tendency to be in both social-adjustive and value-expressive attitude because the two motivations are related to vanity. The more social-adjustive and value-expressive attitude of Chinese millennials, the higher the intention to purchase luxury brands. The moderating effect of consumer ethnocentrism was stronger as millennials had social-adjustive attitude. On the other hand, in the case of value-expression, the moderating effect of consumer ethnocentrism is not shown.