International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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Attitude and Purchase Intent for Luxury Fashion Goods : Cultural Differences between Americans and Chinese

  • Kim, Jung-Hwan (Dept. of Retailing, College of Hospitality, Retail, and Sport Management, University of South Carolina) ;
  • Zhang, Bopeng (Dept. of Apparel, Educational Studies, and Hospitality Management, Iowa State University)
  • Received : 2015.04.01
  • Accepted : 2015.06.11
  • Published : 2015.06.30
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Abstract

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

Keywords

References

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