Chinese Consumer Behavior of the Service Oriented New Luxury Based on Purchase Motivation

The service oriented luxury is a new kind of commercial pattern, as it has the dual characteristic of the intangible service and tangible luxury products. There is significant difference between the consumer groups of the service oriented luxury and traditional luxury. In Chinese market, it is different from each other in consumer behavior that based on the human factors, consumption type and psychological factors. Different consumer groups and their purchase motivation can be summarized into two categories, the social and individual. The Social motivation is consist of show off, herd mentality, social interaction and keep ahead. And the individual include self-gift, selfenjoy, superior quality and better experience. This study is important to the promotion both of academic research and commercial development.