An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays?

Lin, Xia (2013) An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This dissertation aims at investigating the phenomenon that more young Chinese are keen on luxury fashion goods nowadays. The majority of the existing research studies on Chinese luxury consumption motivation are mainly focused on an older target group such as the “new rich” and middle class but neglect a large and growing segment of non-wealthy young luxury consumers in China. Therefore, this dissertation is going to fill this gap.

In order to find out young Chinese consumers’ perceptions of “luxury” and “luxury fashion goods” and their luxury consumption motivation, qualitative research methodology is chosen and semi-structured interviews with Wechat technique are conducted with 10 interviewees who are aged 18-26, and have the experience of purchasing luxury fashion goods frequently. In addition, Ajzen’s social psychological theory – theory of planned behaviour (TPB) (1991) is adopted as the theoretical framework of this dissertation.

At last, managerial implications and recommendations of future research are discussed in the conclusion.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 07 Mar 2014 14:02
Last Modified: 30 Sep 2016 13:40
URI: http://eprints.nottingham.ac.uk/id/eprint/26673

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