KOREASCHOLAR

IT'S NOT ALL ABOUT SHOW OFF! THE INFLUENCES OF PERSONAL HEDONIC VALUE ON PURCHASE INTENTION OF CHINESE LUXURY CONSUMERS

Zhang Hao, Yang Sun
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298796
Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.876
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The luxury market keeps growing in the global world. Marketing scholars focus on Chinese luxury consumers, because Chinese consumers show different characteristics comparing to foreign consumers. Personal hedonic value cannot be ignored among factors which influence consumers’ purchase intention. After the survey on 128 consumers who have luxury purchasing experience, the study finds out that as the two of three sub-dimensions of hedonic value, self-gifting and self-pleasure can significantly influence luxury perceived value, but self-enrichment has nothing to do with it. Luxury perceived value can directly affect consumers’ purchase intention on luxury products. But this relationship can be negatively moderated by interpersonal effects. At the end, managerial implications and theoretical contributions are discussed.

Author
  • Zhang Hao(Northeastern University, China)
  • Yang Sun(Yonsei University)