Study on Overseas Luxury Consumption of Chinese Consumers —The Moderating Role of Fashion Difference Perception

Abstract

The phenomenon of "inner cold and outer hot" in China's luxury market has attracted the attention of many scholars. Drawing on luxury consumption motivation theory, this article explores the relevant factors influencing Chinese consumers' overseas luxury purchase from multiple dimensions. The results show that three variables, the match degree between country of origins and sales, attached foreign emotional value and the store service, have a positive impact on consumers' attitude towards overseas luxury goods. Only price fairness perception has a negative influence on consumers' attitude towards overseas luxury goods. Furthermore, the effect of price fairness perception on consumers' attitudes towards luxury goods aboard is greater for customers who have a good sense on fashion difference perception. Keywords: luxury consumption motivation, attached foreign emotional value, fashion difference perception, price fairness perception, the match degree between country of origins and sales, store service DOI : 10.7176/EJBM/11-3-22