초록 열기/닫기 버튼
The research demonstrates how the social motivations (specifically, conspicuous, materialism, Mianzi) and personal motivations (specifically, self-gift, need for uniqueness, quality seeking) of Chinese new generation consumers influence their purchase intention of luxury brands and counterfeit brands. An online survey focusing on the Chinese new generation consumers was implemented, which was aggregated to 332 with a validity rate of 92.2%. Using SAS 9.4 and Amos 24, hypotheses were tested using multiple regression and stepwise regression model and path analysis model. The results showed that social-adjustive attitude and value-expressive attitude played an important mediating role between social motivations and personal motivations and the purchase intention toward luxury brands, respectively. On the contrary, relative to luxury goods, social-adjustive attitudes were positively related to the buying intention of counterfeit goods, but value-expressive function has no effect on the purchase intention of counterfeit goods. This study contributes to the literature in terms of a new psychological framework for the purchase of luxury brands by Chinese new consumers; compared to counterfeit goods; to help predict Chinese future luxury market trends.
