This research aims to analyse consumers’ (Millennials and Gen Z) luxury consumption behaviour by focusing on the intrinsic and extrinsic motivations that drive consumption of luxury goods. Then, the study investigates whether they prefer to purchase offline or online for luxury goods. Lastly, it analyses which media most influences individuals when it comes to luxury consumption. An online survey is developed and distributed to Millennials and Gen Z. A first round of data collection took place in 2022 and a second round of data collection will take place at the beginning of 2024. Initial findings show that consumers are driven by intrinsic rather than extrinsic motivations when purchasing and who influences more when buying luxury online. Furthermore, it emerges that consumers prefer to shop offline, highlighting the importance of physical stores.

In this research, we investigate the influence of Chinese consumers’ generation on the perception of “Made in China” luxury. This issue is of utmost importance for the Chinese government as Chinese consumers have now become the first luxury consumers in the world while China remains a non-legitimate dwarf in luxury manufacturing. To bridge this gap, we carried a quantitative survey involving 300 Chinese luxury consumers and tested the effect of consumers’ age on Chinese luxury products perceived luxury. Potential mediators are considered in our analyses, including consumers’ ethnocentrism and innovativeness, materialism, and cultural orientations (i.e., preference for individualism and tradition). The data are currently being collected. Our results will be discussed at the 2023 Global Marketing Conference in Seoul if this research is selected for presentation. They should help position current and future “Made in China” luxury brands and target Chinese luxury consumers.

This research examines the relationships among consumption values, affective responses, and patronage intention for luxury brands. The study found that the consumption values positively influenced the consumer engagement and the flow, which in turn had a significant impact on the patronage intention, respectively. The affective responses exercised an important role as mediating variables.

What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.