A cross-cultural study of motivation for consuming luxuries

This research investigated three main research questions. First, can the structure and nature of motivation for the consumption of luxury products be identified? Second, are there differences between consumers from different parts of the world in their motivation for consuming luxury products? Third, can cultural values be used to predict motivation for the consumption of luxury products? Data was obtained by way of an online survey at a New Zealand University, and via a mixed-mode survey at a public University in Thailand. A total of 307 (NZ n=130; Thai n=177) usable responses were obtained. In respect of the first research question, the model of motivation for consuming luxuries developed by Vigneron and Johnson (1999) was empirically tested. This model proposed that five forms of motivation would exist; status, uniqueness, conformity, quality, and hedonic. In the present study, a four factor model of consumer motivation was uncovered, consisting of status-seeking, pleasure-seeking, uniqueness-seeking, and value-seeking. Value-seeking emerged as the most important motivation for the consumption of luxury products. Status-seeking was the least important form of motivation. This finding suggests that the conventional emphasis in the luxury products literature, on status as a motivator of luxury consumption, may be misplaced. In respect of the second research question, differences were found to exist between New Zealanders and Thais in the importance that respondents attach to the different forms of motivation for consuming luxuries (Wilks Lambda = 0.540, F= 61.167, p =