Updates in Luxury Purchase Motivation in East Asia: China, Japan & South Korea

M. Che, Qianxi Hou, Haoyu Wang, Ivan Coste-Manière, Francois Le Troquer
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Abstract

Japan and South Korea have always had an important influence in the East Asian luxury goods market. In recent years, Chinese consumers have also arisen extensive attention from luxury brands and consumer markets in various countries. Although the three countries have the common Confucian and Zen culture which brought a certain degree of commonalities, such as collectivism and aesthetic preferences, at the same time, they have developed their own national characters, such as China's "benevolence", Japan's "loyalty" and South Korea's "righteousness"—accompanying the evolution of aesthetic consciousness in the thousands of years' history, all of these impact profoundly on today's consumer motivation. However, the international and national economy, politics, society and communication gradually evolved different consumption motivations. "Luxury" has undergone tremendous changes among consumers in the three countries. A total of 405 respondents (of which 325 respondents answered all questions) in the three countries received our questionnaire. The questionnaire contained two parts: basic information and consumption motivation, based on the impression of the word "luxury" and the 36 questions which divided into five levels (Strongly Agree, Agree,Neutral, Disagree, Strongly Disagree). Impression keywords helped us to understand the changes in consumers' attitudes towards "luxury". Besides, we analyzed 36 consumer motivations and behaviour issues through relative importance index (RII) analysis and classified and grouped these factors to determine the importance of motivation ranking. The results show that Chinese consumers are more concerned about the practical value of luxury goods, such as quality and price. Japanese consumers regard craftsmanship and quality as the most important consumption motives, while pleasure and quality are factors that Korean consumers value more. Through the analysis of the results, combining with the uncertainty caused by the Covid-19 epidemic this year, we could see that luxury brands not only need to strengthen customer relationship management, but also consumer segmentation, behaviour and sentiment analysis, as well as the predictive analysis in order to provide customers with personalized, high-quality services. At the same time, as ethics and sustainable values become more and more important in consumer awareness, and even affect their purchasing decisions, they hope that the brands they buy can reflect their own value. Therefore, how to use science and technology to enhance transparency and authenticity will also be the new focus of luxury brands.
东亚地区奢侈品购买动机的最新动态:中国、日本和韩国
日本和韩国在东亚奢侈品市场一直有着重要的影响力。近年来,中国消费者也引起了各国奢侈品牌和消费市场的广泛关注。三国虽然有着共同的儒家和禅宗文化,带来了一定程度的共性,如集体主义、审美偏好等,但同时也形成了各自的民族性格,如中国的“仁”、日本的“忠”、韩国的“义”,伴随着几千年历史中审美意识的演变,这些都深刻地影响着今天的消费动机。然而,国际和国内的经济、政治、社会和交流逐渐演变出不同的消费动机。“奢侈品”在这三个国家的消费者中发生了巨大的变化。这三个国家共有405名受访者(其中325名受访者回答了所有问题)收到了我们的问卷。问卷根据对“奢侈品”一词的印象,分为5个层次(非常同意、同意、一般、不同意、非常不同意)的36个问题,分为基本信息和消费动机两部分。印象关键词帮助我们了解了消费者对“奢侈品”态度的变化。此外,我们通过相对重要性指数(RII)分析了36个消费者动机和行为问题,并对这些因素进行了分类和分组,以确定动机排名的重要性。结果显示,中国消费者更关心奢侈品的实用价值,如质量和价格。日本消费者最看重的消费动机是工艺和品质,而韩国消费者更看重的是愉悦和品质。通过对结果的分析,结合今年新冠肺炎疫情带来的不确定性,我们可以看到,奢侈品牌不仅需要加强客户关系管理,还需要加强消费者细分、行为和情绪分析以及预测分析,以便为客户提供个性化、高品质的服务。与此同时,随着道德和可持续价值观在消费者意识中越来越重要,甚至影响他们的购买决策,他们希望他们购买的品牌能够体现自己的价值。因此,如何利用科技提升透明度和真实性,也将是奢侈品牌的新关注点。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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