Skip to Content

Gong Sun

  • Position: PhD Student - Department of Marketing and Management

Contact Details

Student information

  • Load: PhD Student Full Time
  • Principal supervisor: Dr. Steven D'Alessandro
  • Associate supervisor: Hume Winzar
  • Date of submission: 22/04/2013
  • Thesis title: Traditional culture, political ideologies and luxury consumption in China
  • Purpose: Explore luxury consumption motives in China.
  • Originality: In Western societies, luxury consumption motives have been studied for more than 100 years. However, no relevant study has been conducted to examine if these motives exist in China and how they specifically influence individuals’ purchase behaviors, so this study hopes to explore the purchase decision-making process among Chinese consumers.
  • Key Literature/theoretical perspective: As a central driving force in modern consumer society, it is widely agreed that materialism is associated with luxury consumption (Brannen, 1992; Tatzel, 2002; Wong & Ahuvia, 1998). Nevertheless, the mechanism of how materialism exerts impacts on luxury consumption seems completely unclear. Because consumers’ needs would be met through the purchase of particular products (Yau, 1994), consumer motives can be the antecedents of purchase attitudes and behaviors. Hence we hypothesize that materialism could influence luxury purchase through consumption motives.
  • Design/methodology/approach: We conducted questionnaire survey among consumers in Shanghai China. Exploratory factor analysis and regression analysis were used to test the hypothesis.
  • Findings: Material values exert the positive effect on luxury purchase intention through the mediation of the motives including conformity, self-directed pleasure pursuit and quality assurance, which helps to explain why materialists prefer luxury products.
  • Research limitations/implications: The cross-cultural comparison of the findings in the present study need to be tested in the future.
  • Practical and social implications: This could also help luxury brand managers to make marketing strategies.
  • Keywords: Luxury consumption, Motives, China, Materialism

Conference proceedings

  • Sun, G., D’Alessandro, S., Winzar, H. & Chen, J. (2011). The effects of Chinese traditional culture on materialism. Proceedings of 9th Biennial Conference of Asian Association of Social Psychology (AASP), Kunming, from 28-31 Jul 2011.
  • Sun, G., D’Alessandro, S. & Winzar, H. (2010), Traditional cultural values, political ideologies and luxury consumption in China: A conceptual model. Proceedings of Australia and New Zealand Marketing Academy Conference (ANZMAC), Christchurch, New Zealand from 29 Nov-1 Dec 2010.
  • Sun, G., D’Alessandro, S. & Winzar, H. (2011). Traditional cultural values, political ideologies and luxury consumption in China: A preliminary study. Proceedings of 2011 AMS World Marketing Congress, Reims, France from 20-23 Jul 2011.

Journal Articles

  • Sun, G., Chen, J., D’Alessandro, S. & Winzar, H. (2011). The two different effects of Chinese traditional culture on luxury consumption: Face and harmony. Asia-Pacific Advances in Consumer Research. 9, 361-368.