Research on Chinese One-child Generation Consumers' Motivation of Conspicuous Consumption

摘要

The conspicuous consumption is a kind of vainglorious consumption of paying attention to the commodity's symbolic value and ignores its functional value, demonstrates the consumers' uniqueness in interpersonal relationships and achieves their psychological feeling of satisfaction and urges them to obtain the other people and society's identification. Because Chinese's conspicuous consumption presents gradually the lower age's tendency, this paper conducts firstly an exploratory research on the only-child generation under Chinese cultural context and confirms three conspicuous consumption's motives dimensions with Chinese characteristics, including the possessing face motive, the self-hedonic motive and the seeking uniqueness motive.