Investigating extrinsic and intrinsic motivations for British university students when purchasing luxury goods

Abstract

The topic of this paper is the extrinsic and intrinsic motivation of British college students to buy luxury goods. Luxury is a very popular product in today’s society because people now have a gradually rich life and begin to pursue spiritual needs. However, sales of different luxury goods are so different these days, so what’s influencing that? What can be done to promote their development? Therefore, this paper takes British college students as the target group to understand whether British college students pay more attention to external or internal motivation when purchasing luxury goods. This article adapted the questionnaire method to explore the college students’ consumption psychology, finally finding that they pay more attention to their inner joy when buying luxury goods, not to satisfy their vanity. In addition, this paper put forward some advice for a luxury brand in future development, such as different design products according to different regions, developing the second-hand market, and creating a unique brand personality. Finally, the paper concludes and points out the limitations of the article.