earticle

영어

In this paper, a new insight is provided into analysis of Chinese and Korean luxury consumption by reflecting the difference between Chinese and Korean customers by using Structural Equation Model (SEM) and fsQCA models. The findings support the function theory of customers’ beliefs showing that Self-monitoring and Mianzi have positive impacts on the Self-presentation attitude. Self-presentation attitude have a positive impact on the luxury brand attachments. This study also compares estimated results between Korean and Chinese consumers. The findings show that the sense of Mianzi has a stronger impact of sense of Mianzi than Korea customers with respect to self-presentation attitude. Self-monitoring has stronger impacts on Korean customers than Chinese with respect to Self-presentation attitude. Mianzi has stronger impacts on Chinese customers than Korean customers with respect to luxury brand attachments. Self-presentation attitude has stronger impacts on Korean customers than Chinese customers with respect to luxury brand attachments. The different results can be found from the analysis of fsQCA. The lower self-monitoring can lead to higher self-presentation attitude in China. The impact of Self-presentation attitude with respect to luxury brand attachments in Korean customers is weaker than Chinese customers.