Heterogeneity of luxury value perception: a generational comparison in China
Abstract
Purpose
Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young and older consumers in a Chinese context.
Design/methodology/approach
Data were collected through a questionnaire survey in China. A multi-group structural equation model was used to test the conceptual model and research hypotheses.
Findings
The results show that the effects of functional value and social value on purchase intention of luxury brands are stronger for older generations than younger ones, while the effects of self-identity and hedonic value on purchase intention are stronger for younger generations than older ones. The Confucian propriety relates positively to the functional value and social value; however, these effects are more salient for older consumers.
Originality/value
The results of this study reveal the evolution of luxury consumption values and behaviors of Chinese consumers, suggesting that marketers should no longer label Chinese luxury consumers with common behaviors. It is also recommended that marketers of luxury brands in China should adapt this shifting attitude and respond actively to the expectations of different generations.
Keywords
Acknowledgements
This research is supported by National Social Science Foundation of China (No. 17CGL021), Humanity and Social Science Youth Foundation of Ministry of Education of China (No. 16YJC630015), and the Scientific Research Foundation for the Returned Overseas Chinese Scholars of State Education Ministry of China.
Citation
Jiang, L. and Shan, J. (2018), "Heterogeneity of luxury value perception: a generational comparison in China", International Marketing Review, Vol. 35 No. 3, pp. 458-474. https://doi.org/10.1108/IMR-12-2015-0271
Publisher
:Emerald Publishing Limited
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