摘要人们生活水平的提高和互联网的快速发展催生了奢侈品海外代购这一新兴的奢侈品消费趋势，该趋势不仅代表着奢侈品消费渠道的拓展，也演绎着奢侈品消费人群的扩大，在消费动机方面更暗含了海外代购消费者与传统消费者的区别。46758

本文从我国奢侈品消费热潮入手，通过对中国奢侈品消费现状进行分析，结合在奢侈品消费者行为方面的文献研究，发现目前的奢侈品市场存在一些问题、奢侈品海外代购消费人群与传统的奢侈品消费人群存在消费动机方面的差异。就奢侈品海外代购的消费人群分类、购买能力、购买动机等方面进行问卷设计，实施问卷调查并进行分析，在此基础上对奢侈品海外代购消费者和代购商进行实例访谈研究，通过总结与分析，探究奢侈品海外代购的消费动机及其影响因素，发现个人导向动机强于社会导向动机，具体而言，独特动机和尝新动机尤显突出；在影响因素方面，年龄、收入水平和学历等因素对消费动机有一定的影响。最后基于研究所得尝试给消费者、各奢侈品营销机构和监管部门提出一些参考建议。

Abstract

With the improvement of people’s living standard and the rapid popularization of Internet, the luxury consumption market in China is increasingly enlarging and enjoying a promising future in terms of development. Recent years, due to the flourishing economy and the convenient application of Internet, the overseas luxury purchasing service has been emerging as a new consumption trend of luxury. This new trend not only represents the prolongation of luxury consumption channels, reflecting the expansion of luxury consumer groups, but also implies the differences between the overseas luxury purchasing consumers and their traditional counterparts, in the aspect of consumption motivation.

This paper starts from the study of Chinese luxury consumption boom and focuses on the research of overseas luxury purchasing consumers’ behavior. Based on the analysis of current situations of Chinese luxury consumption, combined with documents research in the field of luxury consumers’ behavior, some problems in current luxury consumption market have been found. There are also differences between the overseas luxury purchasing consumers and the traditional consumers concerning the consumption motivation. 

The design of questionnaires is build on the classification of overseas luxury purchasing consumers, the purchasing power, the consumption motivation, etc., followed by the implementation of the questionnaire survey and the analysis as well. Next is the conduct of case interview and study on overseas luxury purchasing consumers and purchasing agents. Then to explore, via summary and analysis, the consumption motivations of overseas luxury purchasing consumers and the underlying causes of them. The study lays its stress on the consumption motivations of overseas luxury purchasing. It turns out that the inpidual-driven motivations outweigh the social-driven motivations and, specifically, uniqueness motivation and seeking-novelty motivation are more prominent among them. As for influence factors, age, income and education background have a certain impact on those consumption motivations. Finally, this paper tries to give some suggestions, based on the study outcome, to the overseas luxury purchasing consumers, various luxury marketers and the market regulators as well.

毕业论文关键词：奢侈品；海外代购；消费动机

Keyword: Luxury Goods； Overseas Purchasing； Consumption Motivation

目    录一、引言 5

（一）选题背景和意义 5

（二）研究内容 5

（三）研究方法 奢侈品海外代购客户群消费动机研究:http://www.751com.cn/guanli/lunwen_48541.html