| Summary: | This dissertation attempts to investigate the motivation of Chinese consumers towards the consumption/purchase of Western luxury clothing products, specifically the luxury in Chinese market, interpersonal and personal motives to purchase luxury products, and Chinese culture influences on luxury purchase motivation. The research was conducted by in-depth interviews following an interview guide. Snowball sampling technique was employed, and there were twelve Chinese participants involved in the interviews. In this study, a thematic analysis was adopted to analyse the interview result.
This study mainly focuses on motivation of luxury consumption, interpersonal and personal motivation and Chinese culture. As China announced an open door policy and the Chinese economy is rapidly growing during this decade, Western culture is now having a greater impact than it used to have on Chinese culture; and hence Chinese consumers have now different motivations toward luxury purchasing. Therefore, this study aims to understand the main motivations of Chinese consumers and the influences of Chinese culture on their behaviour.
This study compares and analyses previous studies and existing literature on the motivation of luxury clothing consumption. It also discovers the key motivations of Chinese luxury consumers. The motivation of Chinese consumers is different than the Westerners’ one due to the traditional Chinese Confucianism culture, which has a great impact on Chinese people’s behaviour toward luxury products.
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