A Study on Inconspicuous Consumption Tendency in Luxury Consumption

doi:10.15936/j.cnki.1008-3758.2019.04.004

Abstract

Abstract: With the rapid development and continuous maturity of the luxury consumption market in China， more and more luxury consumers begin to show a rational and low-key consumption tendency. Luxury consumption behaviors without the purpose of showing off are becoming increasingly common. On basis of the theories of self-construction and cultural capital， the relationship between variables that reflect the characteristics of consumers' socioeconomic status， such as income， occupation and education level， and the inconspicuous consumption tendency is studied. The internal motivations of inconspicuous consumption tendency are analyzed from the perspectives of the pursuit of life quality， the identification of brand culture， the in-group belonging and the risk aversion. With data collected through survey methods， the prevalence of inconspicuous consumption tendency in China is verified and the typical demographic characteristics and psychological motivation of consumers are revealed. Theoretical significance and managerial implications of the research results are summarized.

Key words: luxury, inconspicuous consumption, self-construction, cultural capital

CLC Number:

F713.5

ZHAO Xiao-yu. A Study on Inconspicuous Consumption Tendency in Luxury Consumption[J]. Journal of Northeastern University(Social Science), 2019, 21(4): 350-359.

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