Empirical Analysis on Chinese Consumers’ Jewelry Consumption Motivation

With the continuous development of economy and changes of people's consumption concept,China has become an important country of jewelry consumption in the world.By using the theory of luxury consumption motivation,combining with the traditional Chinese culture and consumption practices,an empirical analysis on the Chinese consumers'jewelry consumption motivation is made.The factor analysis verifies the jewelry consumption motivation with the social-oriented and the consumer-oriented consumption motivation,including the praying motivation.The results indicate that the praying motivation of consumers with religious beliefs is more obvious.The men pay more attention to the conspicuous consumption and status than that of women.By one-way analysis of variance,it is found that the consumers with increase of ages and income are more and more concerned about conspicuous consumption and status symbol when they purchase and wear jewelry.The higher consumers'income,the more attention they focus on personal feelings.The specific reference data and directional recommendations are provided for the jewelry businesses marketing strategies in the papers.