- Paper Title: The Two Different Effects of Chinese Traditional Culture on Luxury Consumption: Face and Harmony
- Department Affiliation: Marketing and Management
- Supervisors’ Names:
- Dr. Steven D’Alessandro
- Dr. Hume Winzar
Test the effects of indigenous culture in luxury consumption in China
Most of the current cultural-related consumer studies used the constructs developed from Western societies might fail to catch the nuance in Eastern society. Instead, we tested the role of indigenous culture concepts: face and harmony in luxury consumption.
Key literature/theoretical perspective:
Because of its significant impact on human behavior, culture has been widely linked to consumption (Craig & Douglas, 2006). Cultural values as the dominant societal values shared by individuals in the same cultural group have been usually studied in consumer research (Yaprak, 2008).
As a pilot study, we conducted questionnaire survey among consumers in Shanghai China. Exploratory factor analysis and regression analysis were used to test the hypothesis.
Face has a positive influence on luxury products desire and this relationship is mediated by materialism; Harmony moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony.
The cross-cultural generality and specificity of the findings in the present study need to be tested in the future.
Practical and Social implications:
The luxury brand managers should lay stress on ‘face’ in Chinese market.
Culture, China, Luxury Consumption, Materialism.