An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays?
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 neg...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2013
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| Online Access: | https://eprints.nottingham.ac.uk/26673/ |
| _version_ | 1848793223359627264 |
|---|---|
| author | Lin, Xia |
| author_facet | Lin, Xia |
| author_sort | Lin, Xia |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T18:56:53Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-26673 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:56:53Z |
| publishDate | 2013 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-266732017-10-19T13:32:41Z https://eprints.nottingham.ac.uk/26673/ An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? Lin, Xia 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. 2013-09-19 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/26673/1/%E8%AE%BA%E6%96%87.pdf Lin, Xia (2013) An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Lin, Xia An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? |
| title | An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? |
| title_full | An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? |
| title_fullStr | An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? |
| title_full_unstemmed | An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? |
| title_short | An investigation into the psychology of luxury consumption – especially why more young Chinese are keen on luxury fashion goods nowadays? |
| title_sort | investigation into the psychology of luxury consumption – especially why more young chinese are keen on luxury fashion goods nowadays? |
| url | https://eprints.nottingham.ac.uk/26673/ |