| 摘要 | 第1-12页 |
| Abstract | 第12-14页 |
| 1.Introduction | 第14-15页 |
| 2.Literature Review | 第15-22页 |
| ·The definition of luxury | 第15-16页 |
| ·Foreign current research results on the consumer motivation | 第16-17页 |
| ·Domestic current research results on the consumer motivation | 第17-19页 |
| ·The difference between domestic and foreign research | 第19-21页 |
| ·The research purpose of this paper | 第21-22页 |
| 3.Research Hypotheses | 第22-30页 |
| ·Personal motivation | 第23-26页 |
| ·Social motivation | 第26-30页 |
| 4.Method | 第30-35页 |
| ·Questionnaire design | 第30-32页 |
| ·Sampling | 第32-35页 |
| ·Demographic results and descriptive statistics of Chinese market | 第32-33页 |
| ·Demographic results and descriptive statistics of Italian market | 第33-35页 |
| 5.Data Analysis | 第35-51页 |
| ·The consumers motivation of two markets | 第35-42页 |
| ·Reliability and validity of survey | 第35页 |
| ·Luxury consumption motivation | 第35-38页 |
| ·Difference between two countries | 第38-42页 |
| ·The consumption motivation of Chinese market | 第42-48页 |
| ·Reliability and validity | 第42-43页 |
| ·Research findings | 第43-48页 |
| ·The consumption motivation of Italian market | 第48-51页 |
| ·Reliability and validity | 第48-49页 |
| ·Research findings | 第49-51页 |
| 6.Conclusion | 第51-53页 |
| ·Managerial implications | 第51-52页 |
| ·Limitation and future research directions | 第52-53页 |
| Appendix | 第53-59页 |
| Reference | 第59-62页 |
| Acknowledgements | 第62-63页 |
