Motivation of Chinese consumers toward Western luxury clothing products
Kwan, Shuk Man (2014) Motivation of Chinese consumers toward Western luxury clothing products. [Dissertation (University of Nottingham only)] (Unpublished)
This dissertation attempts to investigate the motivation of Chinese consumers towards the consumption/purchase of Western luxury clothing products, specifically the luxury in Chinese market, interpersonal and personal motives to purchase luxury products, and Chinese culture influences on luxury purchase motivation. The research was conducted by in-depth interviews following an interview guide. Snowball sampling technique was employed, and there were twelve Chinese participants involved in the interviews. In this study, a thematic analysis was adopted to analyse the interview result.
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