中国年轻群体奢侈品购买动机与行为关系的研究——以高价奶茶消费市场调研为例

Research on the Relationship between Luxury Purchase Motivations and Behaviors among Chinese Young People—A Case Study of High-Priced Milk Tea Consumption Market

摘要: 在后疫情时代，中国内地成为奢侈品的主要消费市场，呈现出不断增长的趋势。中国消费者的奢侈品消费不仅仅局限于传统的奢侈品，还包括一些“平价奢华”的大众消费品，如高价奶茶等。本文以高价奶茶消费为研究对象，旨在探究这种“平价奢华”的“大众”奢侈品背后的消费动机和影响因素。研究目的主要包括两个方面：首先是明确奢侈品消费在这一场景下的定义和范畴，重新理清“大众”奢侈品的概念；其次，通过横截面数据分析，揭示个体进行高价奶茶消费的动机及其背后的影响因素，从而深入探讨消费动机与行为之间的关系。研究结果表明，面子意识和社会导向的购买动机与参考群体存在着显著相关性和因果关系；消费者个人心理因素与个人导向的购买动机密切相关，并且具有较强的预测意义。特别是情绪意识、追求新体验以及偶像明星网红的影响对个人导向的购买动机产生显著影响。这项研究有助于推动年轻群体实现理性和适度消费，并且对于开展营销活动具有一定的现实意义。

Abstract: In the post-pandemic era, mainland China has become a major consumer market for luxury goods, marked by continuous growth and distinct trends such as youthfulness and digitalization. Luxury consumption in China extends beyond traditional items to encompass “affordable luxury” mass consumer goods like high-priced milk tea. This study focuses on high-priced milk tea consumption to investigate the motivations and influencing factors driving this “affordable luxury” mass consumerism. The research objectives are twofold: firstly, to provide clarity on the definition of luxury consumption within this context, thereby reassessing the notion of “mass” luxury goods; secondly, through cross-sectional data analysis, to uncover the motivations driving individual consumption of high-priced milk tea and the underlying factors involved, thereby delving deeper into the relationship between consumption motivations and behaviors. The findings reveal a significant correlation relationship between face consciousness, socially-oriented purchasing motivations, and reference groups; consumers’ personal psychological factors are intricately linked with individual-oriented purchasing motivations and demonstrate robust predictive significance. Specifically, emotional awareness, the pursuit of novel experiences, and the influence of idolized celebrities and internet personalities exert notable influence on individual-oriented purchasing motivations. This study contributes to fostering rational and moderate consumption habits among the young demographic and bears practical significance for the implementation of marketing initiatives.