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jectives. The objective of this study is to compare the buying behaviour towards luxury goods between customers in China and Singapore, so as to provide recommendations for companies of luxury goods to develop marketing strategies according to the characteristics of consumer behaviour. As consumers’ buying behaviour is complex, and the appearance of their buying behaviour is affected  by the interaction of internal factors and external factors, the internal factors mainly include consumption motivation, consumption attitude and perceived risk (Roth, 2001:217-226), whereas external factors include such as culture and economy (O’ Cass & Frost, 2002: 67-88). In this paper, it will carry out research from the internal factors, the study questions are as follows:
1. To compare the motivation of buying behaviour toward Luxury Goods in Singapore and China
2. To compare the attitude of buying behaviour toward Luxury Goods in Singapore and China
3. To compare the perceived risk of buying behaviour toward Luxury Goods in Singapore and China
4. To provide recommendations for companies of luxury goods to formulate effective marketing strategies
2.1 Background and issues underlying the research

 

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