A Study of the Chinese Customer Behavior in the Luxury Fashion Goods
Front page
Abstract
Contents 1. Chapter1: Introduction to the research 1 1.1 Introduction 1 1.2 Background 1 1.3 The Research 2 1.3.1 Aim of the research 2 1.3.2 Research objectives 2 1.3.3 Research questions 2 1.3.4 Research method 3 1.4 Structure of Dissertation 3 1.5 Conclusion 4 2. Chapter2: Literature Review 6 2.1 Introduction 6 2.2 The Relevant Concepts 6 2.2.1 Luxury Goods 6 2.2.2 Brand Equity 8 2.2.3 Consumer Behavior 10 2.2.4 Collectivism and Individualism 12 2.2.5 Face Culture 15 2.3 Main Theories in Customers’ Attitudes Toward Luxury Goods 16 2.3.1 Previous research on consumption behavior of luxury goods 16 2.3.2 Main influential 17 2.3.3 The model of luxury brand variables influence costumers’ attitudes 18 2.4 Framework and Hypotheses 20 2.4.1 Product appearance 20 2.4.2 Brand influence 22 2.4.3 Luxury goods characteristics 23 2.4.4 Chinese social factors 25 2.4.5 Chinese personal factors 27 2.4.6 Attitudes towards luxury goods 29 2.5 Model Development 31 2.6 Conclusion 34 3. Chapter3: Research Methodology 35 3.1 Introduction 35 3.2 Research Aims and Objectives 35 3.2.1 Research aims 35 3.2.2 Research objectives 35 3.3 Research Design 36 3.4 Data Collections 37 3.4.1 Secondary Data Collection 37 3.4.2 Primary Data Collection 38 3.5 Research Methodology 38 3.5.1 Qualitative research 38 3.5.2 Quantitative research 38 3.5.3 Research method selected 39 3.6 Quantitative Research Techniques 40 3.6.1 Survey method 40 3.6.2 Mail interview 41 3.6.3 Online interview 41 3.6.4 E-mail interview 41 3.7 Questionnaire Design 42 3.7.1 Specify the information needed and the type of interviewing method 43 3.7.2 Decide on the question structure 44 3.7.3 Determine the question wording 45 3.7.4 Design the questionnaire 46 3.7.5 Pretest the questionnaire 48 3.8 Sample 48 3.8.1 Sample design and procedures
Abstract
Contents 1. Chapter1: Introduction to the research 1 1.1 Introduction 1 1.2 Background 1 1.3 The Research 2 1.3.1 Aim of the research 2 1.3.2 Research objectives 2 1.3.3 Research questions 2 1.3.4 Research method 3 1.4 Structure of Dissertation 3 1.5 Conclusion 4 2. Chapter2: Literature Review 6 2.1 Introduction 6 2.2 The Relevant Concepts 6 2.2.1 Luxury Goods 6 2.2.2 Brand Equity 8 2.2.3 Consumer Behavior 10 2.2.4 Collectivism and Individualism 12 2.2.5 Face Culture 15 2.3 Main Theories in Customers’ Attitudes Toward Luxury Goods 16 2.3.1 Previous research on consumption behavior of luxury goods 16 2.3.2 Main influential 17 2.3.3 The model of luxury brand variables influence costumers’ attitudes 18 2.4 Framework and Hypotheses 20 2.4.1 Product appearance 20 2.4.2 Brand influence 22 2.4.3 Luxury goods characteristics 23 2.4.4 Chinese social factors 25 2.4.5 Chinese personal factors 27 2.4.6 Attitudes towards luxury goods 29 2.5 Model Development 31 2.6 Conclusion 34 3. Chapter3: Research Methodology 35 3.1 Introduction 35 3.2 Research Aims and Objectives 35 3.2.1 Research aims 35 3.2.2 Research objectives 35 3.3 Research Design 36 3.4 Data Collections 37 3.4.1 Secondary Data Collection 37 3.4.2 Primary Data Collection 38 3.5 Research Methodology 38 3.5.1 Qualitative research 38 3.5.2 Quantitative research 38 3.5.3 Research method selected 39 3.6 Quantitative Research Techniques 40 3.6.1 Survey method 40 3.6.2 Mail interview 41 3.6.3 Online interview 41 3.6.4 E-mail interview 41 3.7 Questionnaire Design 42 3.7.1 Specify the information needed and the type of interviewing method 43 3.7.2 Decide on the question structure 44 3.7.3 Determine the question wording 45 3.7.4 Design the questionnaire 46 3.7.5 Pretest the questionnaire 48 3.8 Sample 48 3.8.1 Sample design and procedures