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This research aims to find out the purchasing motivations of luxury in China and Britain, and the difference between them using empirical analysis. Questionnaire for young people was used in this research to get the basic data in the two markets, and found 8 motivations: Quality/Hedonic, Self-gift Giving, Investment, Impulse/conformity, Snob/Status, Gifts, Reference Group, Conspicuous/Veblen. In which, there are 4 motivations have significant difference in the two nations including snob/status, impulse/conformity, quality/hedonic, and reference group. All of these motivations influence the purchasing selection in the two markets, but often have different meaning in different market.

Empirical Analysis of the Difference of the Luxury Consumption Motivations between Chinese and British