The thesis studies the relationship between Chinese values and luxury purchasing motivation by applying the self-made "Questionnaire on Chinese Values" and "Questionnaire on Luxury Purchasing Motivation". The results reveal that three values, namely attaching importance to both property and reputation, respect for the authority, tolerant and peaceful-minded, have remarkable impact on the social-oriented luxury purchasing motivation. Two values, namely being responsible for job and family, simple and stable, have remarkable impact on individual-oriented luxury purchasing motivation. The value of a clear mind has no significant impact on both social and individual-oriented motivations.
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