經過數十年的改革開放，中國大陸已然是華人市場近年來高度經濟成長最快速的地區。特別是在觀光產業中，中國旅客成為各國招攬的重要對象，在境外消費的龐大潛力，對於奢侈品消費的追求，變成研究的重點，要瞭解中國人消費心理，必須要瞭解象徵性價值對其的重要性。

以往研究顯示中國人的奢侈品消費行為具有炫耀性特徵，但因應中國財富版型轉變及新消費族群陸續成型的情況，且在炫耀性消費領域中，象徵性價值備加重要，在此前提下，本研究特別透過凡勃倫效應、自我理論及社會身份理論為架構，找出不同消費族群在自我及社會影響下，對奢侈品購買之影響，以期找出更符合現今中國消費者的消費模式。故本研究整合消費族群、商品信號、個人和社會影響以及奢侈品消費等構面進行探討與驗證。

本研究進一步藉由因素分析、信效度分析與回歸分析針對研究假設進行驗證，歸納出下列結論。第一、消費族群對購買行為的產生會受到商品信號的呈現而有所改變；第二、高社會地位的消費族群會受到個人影響的正向調節；第三、與過往研究不同，低社會地位的消費族群會受到社會影響的負向調節，顯示出中國消費者消費思維的轉變。

關鍵字：凡勃倫效應;炫耀性消費;社會身份理論

SUMMARY
After several decades of reformation and opening, Chinese market has become the biggest one in Asia in recent years. Especially in the tourism industry, Chinese tourist has become an important target customer to the countries. The great potential for Chinese spending power and the pursuit of luxury consumption become a focus of research.

Previous studies showed that Chinese consumer behavior in luxury market has conspicuous characteristics. Due to the change of the version of wealth in China, formation of new consumer groups, and the symbolic value in conspicuous consumption, this study particularly combine the Veblen effect, self-theory and social theory to identify the effects between consumer groups and the purchase of luxury goods under personal and social impact. This study integrate consumer groups, symbols, personal and social impact and the consumption of luxury goods to be discussed and verified.

Through factor analysis, reliability analysis and regression analysis, get the following conclusions. First, setting the correct target customers can effectively stimulate sales and willingness. Second one is the importance of signals. The last one is about the social and individual impact. For high wealth class, we should emphasize on meeting their personal identity. For low wealth level class, we should use face-saving way to meet their social status.

Keywords：Veblen effect; conspicuous consumption; social identity theory

INTRODUCTION

Many scholars and organizations began to analyze the change in consumer behavior in China and found some phenomena. The first one is luxury phenomenon. The second one is the forming of new consumer groups. Also, because of decades of conservative, these new Chinese consumers consider expensive commodity as a symbol of success, they learn spending habits of the big city, showing the changes in consumer thinking and mentality.
Veblen’s great work "The Theory of the Leisure Class" said that society is ruled by the leisure class. But Begwell and Bernheim argued that conspicuous consumption does not only exist in the leisure class. It existed in all class. Further, on the basis of conspicuous consumption motivations and veblen effect, Corneo and Jeanne divided consumers into two independent groups, bandwagon and snob. The research gaps are consumer grouping and signal. So, in this research, I will focus on the change in consumer mentality through the social identity theory and self-theory to derive what signal is important. Also adopt the method Han used to divide consumers.

Through factor analysis, reliability analysis and regression analysis, get the following conclusions. First, there is the mediating effect between consumer groups and luxury. Second, individual impact will positively moderate the high social status of the consumer groups. Third, social impact will negatively moderate low social status consumer groups, showing the change in Chinese consumer thinking and mentality.

MATERIALS AND METHODS

In this study, we focus on Chinese consumers and to investigate their purchasing behavior of luxury. In addition, to understand the different consumer purchasing decisions, the sample object is not confined to consumers who bought luxury, also includes the group never bought luxury.The subjects include the online questionnaires and paper questionnaire. Paper questionnaires are mainly dominated to tourists for sightseeing at airports and tourist attractions. Online questionnaires are used to collect samples of different background.

In this study, we base on regression analysis and combine with descriptive statistics, factor analysis, reliability and validity analysis, pearson correlation analysis. The main purpose of regression analysis is to find a linear equation to describe the relationships between antecedent variables and outcome variables and to know the forecasting power and whether the overall relationship is significant.

RESULTS AND DISCUSSION

In statistical results, consumer group extracted three dimensions variable named patrician, parvenu and poseur. Signal extracted three dimensions variable named luxurious, quality and brand prominence. Individual and social impact extracted four dimensions variable named unique, social status, conspicuous and hedonistic. The first three variables are classified as social impact and the last one is classified as individual impact.

In regression analysis, divide into three parts, the first part focuses on inter-relationship between the dimensions and the second part is to explore the mediating effect, the third part is about moderating effect. In the first part, three consumer groups have positive impact on the purchase of luxury and have significant effect on signal. Also, there is a significant effect between signal and the purchase of luxury.

Next is about the mediating effect. Luxurious, quality and brand prominence will partially mediate the effect between the purchase of luxury and patrician. Quality will fully mediate the effect between purchase of luxury and parvenu. Luxurious will partially mediate the effect between purchase of luxury and parvenu. Luxurious will fully mediate the effect between purchase of luxury goods and poseur.

The last part is moderate effect. Under individual impact there is positive moderating effect between patrician and luxury, parvenu and luxury. In detail, under the pleasure, patrician and parvenu will increase the purchase of luxury. Under overall social impact, there is negative effect between the purchase of luxury and each consumer groups. In detail, for patrician and parvenu, uniqueness and conspicuous these moderator are significant, means that the under these two social impact there is negative moderating effect between the purchase of luxury and patrician, the purchase of luxury and parvenu. But under social status, there is no moderating effect. Under uniqueness, there is negative moderating effect between the purchase of luxury and poseur. But under conspicuous and social status, there is no moderating effect.

CONCLUSION

For patrician, symbolic signal will be more attractive than functional signals, but it can only enhance a certain degree. This may be related to their status and background. It is common for them having behavior in conspicuous consumption. So they may not focus on specific signal. For parvenu, high-quality, personalized or refined characteristics will be more attractive. It may be related to the shift in consumer mentality through information networking and globalization. Broaden horizon make them not show off, but to meet hedonic value. Poseur prefers luxurious signal. We inference that they even in the globalization and information networking environment, but still retains the small view, they imitate the big city spending habits to integrate into the higher social classes. Therefore, they will be attracted by luxurious signals, including high prices, senior shop decoration and high brand recognition.

Under individual or social impact, for patrician and parvenu, we should emphasize on meeting their personal identity. For poseur, should use face-saving way to meet their social status.

There are some limitations and suggestions. If time and funds permit, the survey area should be expanded to make a comprehensive study results that can reflect the true situation. In the future, it may be good to increase the number of consumer groups to better understand the detailed characteristics of different consumer groups. The last is to add other mediating or moderating variables to combined with the phenomenon in reality.

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