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Empirical Analysis of Chinese consumers’ attitudes and Value Perceptions on luxury brands

Abstract : The Chinese luxury market is characterized by a great desire for global luxury products in recent years, but the underlying values driving such purchasing intentions remain unknown. This study explores consumers’ value perceptions of luxury goods in the Chinese context. Based on data gathered via a survey from 6 representative cities throughout China (N1=261, N2=644), the findings systematically summarize a framework of luxury values as perceived by Chinese consumers. The values derived are constituted by functional value, financial value, individual value, and social value. Moreover, these values vary across demographic factors such as gender, age, income and city of residence. The results further provide evidence that functional and individual values together with income significantly affect real consumption of luxury goods. Based on the results, this study offers theoretical and practical implications for global luxury brands targeting the Chinese luxury market for business development. Purpose: the purpose of this study is to figure out the framework of value perceptions of Chinese consumers, and test the validity of the constructs of values. By concluding such framework of Chinese consumer value perceptions in luxury market, the paper aims at identifying major influential values that affect the luxury consumption. Methodological approach: Based on the literature review, this study collected luxury value constructs first. And in order to find out whether such value constructs fit for Chinese consumer, this study use qualitative method to summarize the value constructs for further analysis by interview field people. After identifying the possible luxury values perceived by Chinese consumer, this study does quantitative research by using data from 6 Chinese Cities with designed questionnaire. The FCA (Factor Component Analysis) method, a method of exploratory factor analysis, is used to analyze the data, and Structural Equation Modeling (software Amos) is used to identify the influential power of luxury value perceptions on real luxury consumption. Findings: By empirical test of luxury values with the structural equation modeling method, this study finds that the framework of luxury value perceived by Chinese consumers includes functional value, financial value, individual value, and social (conspicuous/status) value. And individual value and functional value will affect the luxury consumption significantly. While the social value negatively affect the luxury consumptions. Practical Application: This study analyzes the luxury values and provides the characteristics of consumer behavior held by Chinese consumers comparing with consumers elsewhere. Chinese consumers pay special emphasis on functional and individual/hedonic values, and at the same time they are very sensitive and show contradictive attitude to social value, some Chinese luxury consumers even avoid to be associated with luxury products or brands in public deliberately, which will push the marketers in luxury field to modify their marketing strategy in Chinese luxury market. So this study can also provide an insight look of Chinese consumer behavior with Chinese cultural background.
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Submitted on : Monday, February 18, 2019 - 11:33:05 AM
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  • HAL Id : tel-02022823, version 1


Mingyue Zeng. Empirical Analysis of Chinese consumers’ attitudes and Value Perceptions on luxury brands. Business administration. Université Côte d'Azur, 2018. English. ⟨NNT : 2018AZUR0034⟩. ⟨tel-02022823⟩



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