Journal
INTERNATIONAL JOURNAL OF MARKET RESEARCH
Volume 62, Issue 3, Pages 369-385Publisher
SAGE PUBLICATIONS LTD
DOI: 10.1177/1470785319853674
Keywords
attitude; Chinese consumers; perceived behavioral control; previous luxury goods purchasing experience; purchase intentions; subjective norms; Theory of Planned Behavior
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This study examines the determinants of Chinese consumers' purchase intentions for luxury goods by applying and extending the Theory of Planned Behavior. Structural equation modeling was conducted based on a random sample of 308 Chinese luxury consumers. The findings revealed that both the subjective norm construct desire to gain face and the perceived behavioral control construct luxury good knowledge had significant and direct influences on consumers' purchase intentions. Similarly, perceived behavioral control constructs-luxury good knowledge and household income-had significant direct effects on consumers' luxury goods purchasing behavior. In addition, previous luxury goods purchasing experience also had a direct impact on consumers' purchase intentions for luxury goods. The results of this study are beneficial not only to researchers by providing a better understanding of Chinese luxury consumers but also to luxury brand retailers by providing implications to help them develop effective marketing strategies in Chinese luxury goods market.
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