A cross-cultural study of motivation for consuming luxuries

Abstract

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 = <0.001). A series of univariate ANOVAs identified that Thais possess higher levels of value-seeking motivation than New Zealanders (F = 15.152, p = 0.000), and that New Zealanders possessed significantly higher levels of pleasure-seeking than Thais (F = 87.589, p = 0.000). No significant difference was found to exist between New Zealanders and Thais in respect of status-seeking and uniqueness-seeking.

In order to investigate the third and final research question, it was necessary to measure the orientation of participants in the research towards a set of cultural values. The four-quadrant individualism, collectivism and vertical, horizontal typology of cultural orientation was used as the basis of cultural values in this research (Triandis, 1995). This typology suggests that there are two forms of individualism: vertical (VI) and horizontal (HI), and two forms of collectivism: vertical (VC) and horizontal (HC). This was measured on the scale developed by Singelis, Triandis, Bhawuk and Gelfand (1995). The cultural orientation of individuals was found to be more heterogenous within countries than was anticipated. Whilst, as expected, Thais primarily orientated towards VC, there were significant numbers of individuals who orientated towards HI and HC. New Zealanders were largely split between HI and HC.

Correlation analysis and a series of multiple regressions were conducted in order to investigate the relationship between cultural orientation and motivation for consuming luxuries. VI and VC were found to be related to status-seeking. VI and HC were positively related to pleasure-seeking, and VC was found to be negatively related to pleasure-seeking. HI was related to uniqueness-seeking. VC and HI were found to be related to value-seeking.