Chinese consumers’ luxury value perceptions - A conceptual model.

Abstract

Purpose – The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews and the findings from focus groups. Design/methodology/approach – Focus group discussion is used to explore how Chinese consumers construct their value perceptions towards luxury products. Findings – This research has integrated different perspective values into one multidimensional model to explain directly why Chinese consumers choose to buy luxury products, and what are these variables that influence their luxury value perceptions. It also provides a broader perspective in exploring the Chinese customers‘ self- and societal perceptions for purchasing luxury products. Research limitations/implications – The primary data were only collected from three cities; thus, the findings may not be generalisable across all Chinese consumers. Moreover, this qualitative study was based on a relatively small sample size; thus, a future study is planned by designing a measurement instrument based on the proposed conceptual model and also testing the proposed theoretical model that scholars can apply in related empirical work in the future. Originality/value – This study has offered a wide range of understanding about how Chinese luxury consumers’ luxury value perception reflect their purchasing behaviours and habits; it has also provided a new theoretical insight into the phenomenon of luxury consumption and contributed to the relatively limited literature on the concept of luxury in the context of Chinese market. It could also provide good implications for the effective marketing strategy actions in the context of Chinese luxury market