ИССЛЕДОВАНИЕ МОТИВАЦИИ ПОТРЕБЛЕНИЯ ЛЮКСОВЫХ ТОВАРОВ НА ОСНОВЕ ФАКТОРНОГО АНАЛИЗА

Abstract

The article is devoted to the problem of motivation of conspicuous consumption. The subject of the study is the motivation for the consumption of luxury goods by residents of Russia and Donbass. The article considers the possibility of applying factor analysis in assessing motivation to consume luxury goods. The theoretical and methodological basis of the article are the works of foreign and domestic scientists who have studied the concepts of conspicuous consumption and the motives that underlie the consumer behavior of individuals. It is substantiated that the specifics of conspicuous consumption are influenced by informal institutions: sociocultural values, the level of corruption, power distance, the degree of autonomy/belonging to a social group (individualism/collectivism), implicit competition in reference groups, attitudes towards exclusive things, etc. The empirical basis of the study was the results of a sociological survey of respondents, the selection of which was made based on the content analysis of the user’s personal pages of the VKontakte social network. Respondents were asked to answer 15 questions describing the motivation to consume luxury goods. Factor analysis was carried out in five stages: verification of the suitability of the survey data; calculation of the correlation matrix; extraction of factors and selection of interdependent variables; rotation of factors using the varimax method with Kaiser normalization; interpretation of the results obtained. The result of the analysis is the identification of 5 indicators that have the most significant impact on the consumption of luxury goods: status demonstration, reciprocity, hedonism, functionality, aesthetics. It is concluded that the representatives of Russian culture attach the greatest importance to the symbolic functions of the goods, and the main motive for purchasing luxury goods is the demonstration of status. In second place in the rating of respondents' motives was reciprocity, and in third place was hedonism. To the least extent, the motives of conspicuous consumption of Russians are influenced by the functionality and aesthetics of luxury goods.