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Exploring luxury value perceptions in China: direct and indirect effects


Sun, G and D'Alessandro, S and Johnson, LW, Exploring luxury value perceptions in China: direct and indirect effects, International Journal of Market Research, 58, (5) pp. 711-731. ISSN 1470-7853 (2016) [Refereed Article]

Copyright Statement

2016 The Market Research Society

DOI: doi:10.2501/IJMR-2016-021


Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers' purchase intentions. China is now the second largest luxury market in the world. Most previous studies of luxury consumption have tested only the direct influences of luxury value perceptions on purchasing behaviour. For this paper, sample data were gathered through surveys administered to 409 Chinese nationals living in China. The model is empirically tested using structural equation modelling. The current research incorporates both personal- and social-oriented perceived values, and draws a holistic picture of consumers' decision-making processes in luxury consumption. The results suggest that perceived social value and perceived emotional value both directly influence luxury purchase intention. Perceived unique value exerts an indirect impact on luxury purchase intention Perceived quality value has both a direct and indirect effect on luxury purchase intention. We also account for cultural differences rather than simply replicating previous studies in China. We consider local culture in order to understand what consumers actually value from luxury products, and we discuss the implications of indigenisation for future international marketing research.

Item Details

Item Type:Refereed Article
Keywords:luxury value perceptions, China
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138321
Year Published:2016
Web of Science® Times Cited:12
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-08-21

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