FACTORS INFLUENCING CHINESE YOUNG CONSUMERS' PURCHASING INTENTION OF LUXURY GOODS (A CASE STUDY OF CHINESE IN PRESIDENT UNIVERSITY)

Abstract

The main objective of this study is to find the dominant factors influencing Chinese young consumers’ purchasing behavior of luxury fashion goods, to find out how factors influencing Chinese young consumers’ purchasing behavior along with the discussion on the extant literature. The current study describes from a survey of 192 respondents from President University. Due to the challenge of achieving an adequate response rate, a non—sampling method was selected in this study. Rating scale items were adopted from President University study to investigate consumer purchasing intention for luxury products. The study result indicates that there is no significant difference on consumers’ luxury consumption based on which consumers’ age, gender or educational background. In the study, Chinese young consumers as a luxury consumption of a special group in China, getting more and more attention. This study reviews the purchasing intention of luxury goods at home and abroad, combined with Chinese young consumers’ demographic (pocket money and purchasing frequency), personal value (ethnocentrism, materialism, the need for uniqueness, conformity and vanity) and social status (social status and preference group), pointing out that its consumer purchasing intentions.