The Factors Affecting the Affluent Consumers Luxury Purchasing Behavior in China

Abstract

China is fast becoming one of the most important luxury goods market. The purpose of this study is to investigate the determinants of luxury purchasing behavior in the Chinese affluent market. Based on the logit analysis of 618 affluent respondents, the results show that social-adjustive motivation and life satisfaction are significantly associated with the purchasing of luxuries. However, the value-expressive motivation, which has been verified that could drive the consumer buy luxury items, does not have significant effect on luxury purchasing behavior for the Chinese affluent consumers. In the meantime, the demographic characteristics of individual are significantly associated with his/her luxury purchasing behavior, and the younger affluent consumers with higher income and international education are more likely to buy more luxuries. It helps researchers and companies to understand the differences of the factors influencing luxury consumption between Chinese consumers and their global peers.

The Effect of Instagram Content Quality on Fomsumerism Behavior with Emotional Response as a Mediating Variable

“…One of the criteria for luxury goods is their uniqueness, and can be a differentiator from other individuals [8]. By using luxury fashion, they can show their unique and different personal tastes but not aim to look striking [35].…”

Mind Over Luxury: Unravelling the Psychological Triggers Behind Malaysia's Klang Valley Affinity for Opulence

“…According to (Danziger, 2005), luxury products contribute to an enhanced sense of comfort and satisfaction in one's life. These commodities possess three fundamental attributes, as identified by (Wang & Foosiri, 2018): superior quality, a substantial price tag, and a non-essential nature. This study centers around examining luxury goods consumption as the acquisition of objects characterized by superior quality, exclusivity, and premium pricing.…”