An Empirical Research on Luxury Consumption Motives of Chinese Consumers

China is a booming luxury goods market,in which few research has delved.This article analyses the luxury consumption motives of Chinese consumers in terms of Confucian cultural background.Due to cultural background,Chinese consumers hold luxury consumption motives different from western consumers.This article reviews the luxury consumption motives of western and Chinese consumers,analyzes the cultural backgrounds which influence consumption motives,especially Confucian cultural values.Through empirical research,we find and confirm main luxury consumption motives of Chinese consumers.The marketing implications are briefly introduced.