| Summary: | This dissertation aims at investigating the phenomenon that more young Chinese are keen on luxury fashion goods nowadays. The majority of the existing research studies on Chinese luxury consumption motivation are mainly focused on an older target group such as the “new rich” and middle class but neglect a large and growing segment of non-wealthy young luxury consumers in China. Therefore, this dissertation is going to fill this gap.
In order to find out young Chinese consumers’ perceptions of “luxury” and “luxury fashion goods” and their luxury consumption motivation, qualitative research methodology is chosen and semi-structured interviews with Wechat technique are conducted with 10 interviewees who are aged 18-26, and have the experience of purchasing luxury fashion goods frequently. In addition, Ajzen’s social psychological theory – theory of planned behaviour (TPB) (1991) is adopted as the theoretical framework of this dissertation.
At last, managerial implications and recommendations of future research are discussed in the conclusion.
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