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Exploring luxury value perceptions in China: direct and indirect effects

journal contribution
posted on 2023-05-20, 12:18 authored by Sun, G, Steven D'Alessandro, Johnson, LW
Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers' purchase intentions. China is now the second largest luxury market in the world. Most previous studies of luxury consumption have tested only the direct influences of luxury value perceptions on purchasing behaviour. For this paper, sample data were gathered through surveys administered to 409 Chinese nationals living in China. The model is empirically tested using structural equation modelling. The current research incorporates both personal- and social-oriented perceived values, and draws a holistic picture of consumers' decision-making processes in luxury consumption. The results suggest that perceived social value and perceived emotional value both directly influence luxury purchase intention. Perceived unique value exerts an indirect impact on luxury purchase intention Perceived quality value has both a direct and indirect effect on luxury purchase intention. We also account for cultural differences rather than simply replicating previous studies in China. We consider local culture in order to understand what consumers actually value from luxury products, and we discuss the implications of indigenisation for future international marketing research.

History

Publication title

International Journal of Market Research

Volume

58

Issue

5

Pagination

711-731

ISSN

1470-7853

Department/School

TSBE

Publisher

Sage Publications Ltd.

Place of publication

United Kingdom

Rights statement

© 2016 The Market Research Society

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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