Potential psychological and attitudinal markers for luxury consumption among Chinese and Canadian consumers

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	Potential psychological and attitudinal markers for luxury consumption among Chinese and Canadian consumers
	Rochen, F.; Chen, Y.; Liu, T. C.; Gao, M.
	2021-11-01
Source Publication	2021 GFMC/KSMS International Conference at Seoul Proceedings
Publication Place	Seoul, Korea
Publisher	Global Alliance of Marketing & Management Associations, ISSN 2288-825X
Abstract	Purpose- This study investigated how consumers’ psychological dispositions (materialism, extrinsic motivation and covert narcissism) influence attitudes (value-expressive function) and purchase intentions of luxury brands. A comparison between Canadian and Chinese consumers regarding their psychological dispositions and attitudes towards luxury was also conducted. Design/methodology/approach- A questionnaire survey was conducted using snowball sampling. The sample size is 201, which includes 93 respondents from Canada and 108 from China. Regression analyses, bootstrapping, and One-way ANOVA analyses were used to test the hypotheses. Findings- The findings reveal that consumers’ psychological dispositions significantly impact attitudes and purchase intentions of luxury brands. Consumers’ attitude mediates the effects of psychological dispositions on purchase intention. Chinese also scored significantly higher on materialism, extrinsic motivation and value-expressive function than Canadian consumers. Contribution/Novelty of the research- This study enriches the current literature by providing research findings about the consumption of luxury products in eastern countries. It also provides a comparison of consumers’ psychological dispositions and consumers’ attitudes in the Western and Asian contexts.
Keyword	Materialism extrinsic motivation covert narcissism value-expressive function luxury brand purchase intention
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	62294
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Rochen, F.,Chen, Y.,Liu, T. C.,et al. Potential psychological and attitudinal markers for luxury consumption among Chinese and Canadian consumers[C], Seoul, Korea:Global Alliance of Marketing & Management Associations, ISSN 2288-825X, 2021.
APA	Rochen, F.., Chen, Y.., Liu, T. C.., & Gao, M. (2021). Potential psychological and attitudinal markers for luxury consumption among Chinese and Canadian consumers. 2021 GFMC/KSMS International Conference at Seoul Proceedings.

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