Impacts of Chinese Consumers’ Confucian Values on Luxury Purchase Intention: Focusing on Moderating Effect of Materialism

Abstract

As Chinese luxury consumption is rapidly expanding and dominant in global luxury market, it becomes very critical to understand Chinese consumers’ luxury consumption pattern. Under this circumstance, this study empirically tested the impacts of Chinese consumers’ confucian values and materialism on luxury purchasing intention. The result of this study is as follows. First of all, Chinese consumer’ confucian values, allocentrism, hierachy and face, have positive impacts on luxury purchasing intention. And Chinese consumer’ materialism also have positive impacts on luxury purchasing intention. However, Chinese consumer’ confucian values and materialism have no interaction impact on luxury purchasing intention. From the results, to promote Chinese consumers’ luxury consumption, marketers must satisfy the confucian values and modern value such as materialism. This research not only enrich theoretical knowledge about Chinese consumers’ luxury purchase behavior, but also assist marketer to develop luxury marketing strategies in China.