China is a booming luxury goods market, in which few research has delved.This article analyses the luxury consumption motives of Chinese consumers in terms of Confucian cultural background.

• 摘要亚洲特别是中国正成为世界奢侈品的主要市场，但是受文化的影响，东西方消费者的奢侈品消费动机是不同的。