Determinants of Chinese consumers’ purchase intentions for luxury goods

This study examines the determinants of Chinese consumers’ purchase intentions for luxury goods by applying and extending the Theory of Planned Behavior.

Corresponding author:

Haidong Zhao, Shanghai University of International Business and Economics, 1900 Wenxiang Road, Shanghai 201620, China.

Email: hdzhao20l3@hotmail.com

Introduction

Luxury goods consumption is a significant component of modern lifestyles not only in developed countries in the West but also in emerging markets in the East (Bian & Forsythe, 2012). There have been substantial increases in the global sales volume of luxury goods in recent years. The global value of the personal luxury goods market was around €208 billion (US$226.61 billion) in 2013, increasing to €224 billion (US$244.04 billion) in 2014, and reaching €253 billion (US$275.63 billion) in 2015...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands