| 摘要 | 第1-6页 |
| ABSTRACT | 第6-7页 |
| 1. Introduction | 第7-9页 |
| 2. Literature Review | 第9-18页 |
| ·Definition of luxury and different levels of prestige | 第9-11页 |
| ·Definition and typology of luxury buyers | 第11-12页 |
| ·Attitudes toward luxury consumption under cultural influences | 第12-13页 |
| ·Motivations behind luxury consumption | 第13-15页 |
| ·Cultural influences and Chinese motivations | 第15-18页 |
| 3. Research Methodology | 第18-22页 |
| ·Questionnaire design and variables measure | 第18-19页 |
| ·Data collection | 第19-20页 |
| ·Two more additional issues | 第20-22页 |
| 4. Data Analysis | 第22-28页 |
| ·Luxury consumption motivation factor analysis | 第22-26页 |
| ·Groupings of the respondents | 第26-27页 |
| ·Correlation of the demographic variables | 第27-28页 |
| 5. Results and Discussions | 第28-35页 |
| ·Intergroup study: Income | 第28-30页 |
| ·Intergroup study: Age | 第30-32页 |
| ·Intergroup study: Education | 第32-34页 |
| ·Intergroup study: Gender | 第34-35页 |
| 6. Conclusions and Managerial Implications | 第35-42页 |
| ·Revisiting the three dimensional consumption motivation | 第35-36页 |
| ·Consumption patterns observed from the inter-group studies | 第36-38页 |
| ·A general lack of interest in product itself | 第36页 |
| ·The "old boy" type luxury buyers | 第36-37页 |
| ·The "aspiring youth" luxury buyers | 第37-38页 |
| ·Managerial implication and suggestions for luxury marketers in China | 第38-42页 |
| ·Segmenting the Chinese luxury market and positioning suggestions | 第38-39页 |
| ·Taking care of the "aspiring youth" | 第39-40页 |
| ·Emphasizing more on "symbol" than on "product" | 第40页 |
| ·Online luxury selling in China: this is the right time! | 第40-42页 |
| 7. Limitations and Future Research | 第42-44页 |
| Reference | 第44-46页 |
| 致谢 | 第46-47页 |
