Y세대 소비자의 소비 특성에 따른 개인 지향적 소비동기와 명품 구매행동 연구 -중국 Y세대를 중심으로

초록

This study is about the correlation between self-conscious consumption motivation and purchasing intention of Generation Y consumers, who are influential as the major consumer class in the Chinese economy. The research method combines theoretical and empirical research. In the theoretical study, the sub-factors of consumption characteristics, self- conscious consumption motivation, and purchasing intention of Generation Y in China were typified, and the variables were set. Further, we performed empirical research to verify hypotheses through a survey. The results of the study were as follows. First, we developed the factors and measurement questions, consisting of the consumption characteristics, self-conscious consumption motivation, and the intention of purchasing luxury goods as variables. Second, considering the consumption characteristics of Generation Y in China, research models and hypotheses on the correlation between self-conscious consumption motivation and intention to purchase luxury goods were established. Third, research hypotheses H1, H2, and H3 were verified through the survey. In conclusion, in the consumption characteristics of Generation Y consumers, subjectivity and diversity showed correlations with individual-oriented consumption motives. In addition, self-pleasure and self-presentation were correlated with the intention of purchasing luxury goods in the self- conscious consumption motivation of Chinese consumers in Generation Y. In the consumption characteristics of Chinese consumers in Generation Y, identity is correlated with the intention of purchasing luxury goods.

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