近年來中國經濟蓬勃發展，消費者受到傳統文化根深蒂固的影響，普遍存在著衣錦還鄉的炫富心態，連帶造成中國奢侈品市場的快速成長。本研究為了解中國消費者之炫耀性消費行為，從Rogers提出之創新擴散理論出發，以人格特質、資訊來源、環境變數以及購買時機做為研究要素，探討Veblen所提出之炫耀性消費是否屬於創新之擴散，找出其擴散模式與消費者採用之動機，並試圖歸納出不同採用階段採用者之特徵以及和過去擴散研究的差異，將擴散模型延伸運用，找出適用於中國之炫耀性消費擴散模型。同時，本研究亦在模型中加入盛行於中國之仿冒品的影響，試圖找出仿冒品在炫耀性消費擴散模型中所扮演的角色。研究結果顯示，炫耀性消費行為確實屬於創新擴散的一種，炫耀性消費擴散模型呈現常態分布，而各階段採用者之比例與原有理論之擴散模型相符。炫耀性消費型態則可區分為領導型、連結型、模仿型與落後型。領導型採用者最先從事炫耀性消費行為，接著使連結型採用者學習，並透過炫耀性消費與較高身分地位之族群建立關係，模仿型採用者則一味的跟隨潮流進行炫耀性消費，落後型採用者則處於炫耀性消費行為擴散最末端之族群，其購買仿冒品之經驗較其他採用者為高，證明仿冒品在炫耀性消費擴散模型中後期確實扮演奢侈品之替代品的角色。

In recent years, China has rapidly grown to be one of the most prosperous economies in the world. Due to the strong influence of traditional culture, consumers in China generally tend to flaunt their wealth, which is one of the potential reasons why China will expand to be a large luxury goods market, exceeding Japan in 2015. Refers to Rogers’ diffusion of innovation theory and Veblen’s theory of the leisure class, this research try to understand the conspicuous consumption among Chinese consumers, including their behavioral intentions, adoption times and consumption patterns, and also extend the diffusion model to generalize a proper model of conspicuous consumption in China. Meanwhile, the influence of counterfeit goods, considered the substitutes of luxury goods, also be introduced in the later stages of this model. The results show that conspicuous consumption in China is normally distributed and is applicable to the diffusion model, while the percentages of different stage adopters are approximately the same as the theory. The conspicuous consumption patterns can be divided into four different types: leading conspicuous consumption, linking conspicuous consumption, imitative conspicuous consumption and lagging conspicuous consumption. Initially, the leading conspicuous consumption adopters engage in doing conspicuous consumption, and subsequently the linking conspicuous consumption adopters learn the implication to build relationships with higher social status people. Besides, the imitative conspicuous consumption adopters follow the trend to promote themselves by trying conspicuous consumption. Finally, the lagging conspicuous consumption adopters undertake the losing popularity-conspicuous consumption, and most of them are buying the counterfeit goods, which support the truth that the counterfeit goods do play a substitute role in later stages of the conspicuous consumption model.

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