Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods?

Abstract

This research studies Chinese luxury consumers based on their personal value and explores what dimensions of luxury value Chinese luxury consumers are shopping for when purchasing luxury fashion goods. Three personal value variables (face consciousness, pragmatism, and materialism) and three dimensions of luxury value (symbolic value, experiential value, and functional value) were examined through cluster analysis, ANOVA, and regression analysis based on a random sample of 308 Chinese luxury consumers. The findings suggest that all three dimensions of luxury value have significant impacts on Chinese luxury consumers’ purchase intentions, but different groups of Chinese luxury consumers shop for different dimensions of luxury value.