Luxury fashion consumption in China: Factors affecting attitude and purchase intent |
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Authors: | Bopeng Zhang Jung-Hwan Kim |
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Institution: | 1. Yonsei University, Department of Clothing and Textiles, College of Human Ecology, 262 Seongsanno, Seodaemun-gu, Samsung Hall 318, Seoul 120-749, Republic of Korea;2. Curtin University, School of Marketing, Kent St, Bentley, WA 6102, Australia;3. University of Florence, Department of Sciences for Economics and Business, Via the Pandects, 32 50127 Florence, Italy |
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Abstract: | This study examined influencing factors that affect Chinese consumers’ attitude towards purchasing luxury fashion goods and purchase intent. Data was collected in three major cities in China (i.e., Beijing, Shanghai and Guangzhou). A total of 161 respondents were included. Using regression analyses, the results indicated that brand consciousness, social comparison and fashion innovativeness have significant impact on attitude towards purchasing luxury fashion goods among Chinese consumers. In addition, Chinese consumers’ purchasing intention for luxury fashion goods was affected by their attitude towards buying luxury fashion goods. Practical and managerial implications are further discussed. |
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