Luxury fashion consumtion in China

Journal of Retailing and Consumer Services 20 (2013) 68–79

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Journal of Retailing and Consumer Services journal homepage: www.elsevier.com/locate/jretconser

Luxury fashion consumption in China: Factors affecting attitude and purchase intent
Bopeng Zhang a, Jung-Hwan Kim b,n a b

Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, IA 50011, USA
Department of Retailing, College of Hospitality, Retail, and Sport Management, University of South Carolina, Columbia, SC 29208, USA

a r t i c l e i n f o

a b s t r a c t

Available online 30 October 2012

This study examined influencing factors that affect Chinese consumers’ attitude towards purchasing luxury fashion goods and purchase intent. Data was collected in three major cities in China (i.e., Beijing,
Shanghai and Guangzhou). A total of 161 respondents were included. Using regression analyses, the results indicated that brand consciousness, social comparison and fashion innovativeness have significant impact on attitude towards purchasing luxury fashion goods among Chinese consumers.
In addition, Chinese consumers’ purchasing intention for luxury fashion goods was affected by their attitude towards buying luxury fashion goods. Practical and managerial implications are further discussed. Published by Elsevier Ltd.

Keywords:
Luxury fashion goods
Chinese consumers
Attitude
Intent

1. Introduction
In relation to the ongoing global economic crisis, luxury brands face a shadowy prospect. For instance, the world’s largest luxury goods markets – Europe, Japan, and the United States – showed flat or negative growth in 2009 (Cavender and Rein, 2009). In
Japan after the devastating earthquake in March 2011, sales of luxury goods declined by 50–75% (People’s Daily Online, 2011).
Compared to the downturn in these markets, China’s consumption of luxury goods, according to Goldman Sachs (A

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