Confirmative study of the conspicuous consumption motives of China's one-child generation and their effects

摘要

The consumers of only-child generation will become the main purchasing power of Chinese market. At the mean time, their conspicuous consumption is becoming significant. A deep knowledge of their conspicuous consumption motivation is necessary for formulating marketing strategy on conspicuous products aiming at this group. This study confirms the validity of Jiang Yan's motivational scale of one-child generation's conspicuous consumption and the three motives identified in the previous study-face concern, hedonism and uniqueness pursuit. Simultaneously, hedonism and uniqueness are integrated into one factor in this study due to their high correlation. This study also identifies that hedonism and uniqueness pursuit motive has more significant impact than face motive on conspicuous consumption inclination while urban residents are more likely to conduct conspicuous consumption and have stronger motivation than that live in countryside.