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Gong Sun

First Name: Gong
Surname: Sun
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Supervisor(s): Steven D’Alessandro , Hume Winzar

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Paper Title

Exploring Luxury Consumption Motives in China


Explore luxury consumption motives in China.


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.


We conducted questionnaire survey among consumers in Shanghai China. Exploratory factor analysis and regression analysis were used to test the hypothesis.


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.


Luxury consumption, Motives, China, Materialism