Chinese Luxury Consumers: Motivation, Attitude and Behavior

Journal of Promotion Management, 2011

Posted: 11 Feb 2017

See all articles by Ying Wang

Ying Wang

Independent

Shaojing Sun

Fudan University

Yiping (Amy) Song

NEOMA Business School

Date Written: February 4, 2011

Abstract

This study examines Chinese consumers’ motives, attitudes toward luxury brands (ATLB), and the impact of ATLB on consumer behavior. Specifically, Chinese luxury consumers were segmented into three groups: the elitist, the distant, and the democratic. Compared to the democratic group, the more one believes luxury is of good quality, the less likely one will belong to the distant group; the more likely one buys luxury for others, the more likely one belongs to the distant group. The more one buys luxury for self-actualization, the more likely one belongs to the elitist group. The more one consumes luxury for social comparison reasons, the more likely one belongs to the elitist. The more often one buys luxury for special times, the more likely one belongs to the elitist. Results show that the elitist on average bought more pieces of luxury products than the distant and the democratic.

Keywords: attitudes; Chinese consumers; luxury brand; segmentation

Suggested Citation

Wang, Ying and Sun, Shaojing and Song, Yiping, Chinese Luxury Consumers: Motivation, Attitude and Behavior (February 4, 2011). Journal of Promotion Management, 2011, Available at SSRN: https://ssrn.com/abstract=2911706

Ying Wang

Independent ( email )

Shaojing Sun (Contact Author)

Fudan University ( email )

Beijing West District Baiyun Load 10th
Shanghai, 100045
China

Yiping Song

NEOMA Business School ( email )

59 rue Pierre Taittinger
Reims, 51061
France

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
571
PlumX Metrics