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A Comparative Study on Luxury Consumption Behavior of Chinese Consumers

중국 소비자들의 럭셔리 구매행동에 대한 비교연구

  • In-Won Kang (Department of International Business & Trade, Kyung Hee University) ;
  • Il-Hwan Ma (Department of International Business & Trade, Kyung Hee University)
  • Received : 2020.03.31
  • Accepted : 2020.04.25
  • Published : 2020.04.30
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Abstract

The purpose of this study aims to analyze the comparative effects of luxury consumption behavior for Chinese consumers. Many research have been conducted in luxury consumption behavior based on perspective of culture, brand, and purchase motives. However, previous studies seem somewhat limited in fully explaining luxury consumption behavior due to less understanding of consumers' psychological trait. In order to fill this gap, this study adopts narcissism (overt narcissism and covert narcissism) to explain consumers' psychological trait. Based on specific psychological trait, consumers would lead to different luxury purchasing behavior depending on purchase motives. Especially, overt narcissism would show high tendency of self-esteem, arrogance, which means that it is closely related to need for uniqueness. Conversely, covert narcissism would show high sensitivity to others, which indicate that it is involved with need for approval. Also, each narcissism would result in different behavior for luxury purchasing based on generation difference (20-30s, vs. 40-50s). The result of this study shows that overt narcissism, covert narcissism, need for uniqueness, need for approval have significant influence on luxury consumption behavior. Especially, overt narcissism has interaction effect with need for uniqueness and young generation (in the 20s, 30s) for luxury purchasing behavior. On the other hand, it was found that covert narcissism has no interaction effect with other variables.

Keywords

References

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