earticle

영어

The market size of luxury brands has been growing in spite of the recession and pandemic. China is one of the countries where people spend a lot of money on luxury goods. This study aims to explore various effects of perceived values on luxury purchase intention for Chinese consumers. Social (conspicuous and status), personal (hedonism and materialism), and functional (price-quality perception and uniqueness) values are set up as perceived values. The results revealed that conspicuousness, hedonism, price-quality, and uniqueness values affect purchase intention of luxury goods. This study provides academic and managerial implications that luxury brands need to identify the core aspects that stimulate the Chinese consumers to buy luxury goods. Moreover, they might utilize the values when they set marketing strategies for Chinese consumers.