Heterogeneity of luxury value perception: a generational comparison in China

2018 ◽  
Vol 35 (3) ◽  
pp. 458-474 ◽  
Author(s):  
Ling Jiang ◽  
Juan Shan
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Social Value ◽  
Cultural Variation ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Older Consumers ◽  
Value Perception ◽  
Functional Value

Purpose Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young and older consumers in a Chinese context. Design/methodology/approach Data were collected through a questionnaire survey in China. A multi-group structural equation model was used to test the conceptual model and research hypotheses. Findings The results show that the effects of functional value and social value on purchase intention of luxury brands are stronger for older generations than younger ones, while the effects of self-identity and hedonic value on purchase intention are stronger for younger generations than older ones. The Confucian propriety relates positively to the functional value and social value; however, these effects are more salient for older consumers. Originality/value The results of this study reveal the evolution of luxury consumption values and behaviors of Chinese consumers, suggesting that marketers should no longer label Chinese luxury consumers with common behaviors. It is also recommended that marketers of luxury brands in China should adapt this shifting attitude and respond actively to the expectations of different generations.

Affordable luxury consumption: an emerging market's perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shadma Shahid ◽  
Jamid Ul Islam ◽  
Rahela Farooqi ◽  
George Thomas
Keyword(s):  
Psychological Factors ◽  
Purchase Intention ◽  
Structural Equation ◽  
Emerging Market ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Cross Sectional ◽  
Luxury Consumption ◽  
Content Type ◽  
Need For Uniqueness

PurposeThis study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.Design/methodology/approachThe data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.FindingsThe findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.Originality/valueBy uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

Consumer attitudes and buying behavior for green food products

2019 ◽  
Vol 121 (2) ◽  
pp. 320-332 ◽  
Author(s):  
Eunju Woo ◽  
Yeong Gug Kim
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Food Products ◽  
Equation Modeling ◽  
Future Research ◽  
Buying Behavior ◽  
Content Type ◽  
Green Food ◽  
Functional Value ◽  
Emotional Value

Purpose The purpose of this paper is to apply the multidimensional construct of green perceived value (GPV) to the buying behavior of green food products to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy green food products. Design/methodology/approach This study adopted four GPVs (i.e. functional value, conditional value, social value and emotional value) and explored the relationships among GPV, attitudes and purchase intention. A total of 300 self-administered questionnaires were distributed, from which 253 usable responses were obtained. Findings The relationships between six constructs and 20 indicators were measured using structural equation modeling. All the underlying dimensions had a significant effect on consumers’ attitudes, significantly affecting their purchase intention. Originality/value Implications for future research and marketing strategies in the field of purchasing behaviors of green food products are discussed.

The influence of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform

2019 ◽  
Vol 31 (5) ◽  
pp. 1269-1286
Author(s):  
Liang Xiao ◽  
Tongping Ke
Keyword(s):  
Rapid Development ◽  
Operating Cost ◽  
Mediating Effect ◽  
Social Value ◽  
Equation Modeling ◽  
Road Transportation ◽  
Content Type ◽  
Value Perception ◽  
Influence Mechanism ◽  
Functional Value

Purpose Non-vehicle operating carrier platform is a typical crowdsourcing logistics platform that has achieved rapid development in China in recent years, and the sustainable development of non-vehicle operating carrier platform is underpinned by a large and stable professional user group. The purpose of this paper is to understand what platform incentives are available and to explore the influence mechanism of these incentives on actual carriers’ continuous intention to participate in non-vehicle operating carrier platform. Design/methodology/approach Based on organizational institution theory and behavioral motivation theory, the paper established the influence mechanism model of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform. A total of 300 questionnaires were distributed by Road Transportation Management Bureau of Zhejiang Province and a third-party questionnaire survey platform, and 176 valid questionnaires were collected. The partial least squares structural equation modeling (PLS-SEM) method based on PLS estimation was used to analyze the data. Findings The results revealed that the platform incentives have a significant influence on actual carriers’ continuous participation intention. The influence of the reputation incentive is the most profound, ranking first. The influence of the resource incentive is second to that of reputation incentive, ranking second. The influence of the bonus incentive ranks third. The operating cost perception, social value perception and functional value perception have significantly mediating effect. Furthermore, the mediating effect of social value perception and functional value perception is significantly higher than that of operating cost perception. Originality/value This study revealed the influence mechanism of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform. The relevant research results provided references for the establishment of platform incentive mechanism.

The influence of country image on luxury value perception and purchase intention

2017 ◽  
Vol 11 (1) ◽  
pp. 88-110 ◽  
Author(s):  
Ketsuree Vijaranakorn ◽  
Randall Shannon
Keyword(s):  
Purchase Intention ◽  
Economic Value ◽  
Perceived Value ◽  
Country Image ◽  
Luxury Brands ◽  
Content Type ◽  
Value Perception ◽  
Utilitarian Value ◽  
Symbolic Value ◽  
Luxury Products

Purpose This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of country image, cognitive and affective dimensions, have been developed to evaluate perceived luxury value and purchase intention. However, no prior studies have considered all the types of perceived luxury values: utilitarian value, hedonic value, symbolic value and economic value, considered in relation to cognitive and affective country image in an emerging country’s market. Accordingly, this study has attempted to explore the ways Thai luxury consumers perceive the image of the country and the influence of the perceived value of Thai luxury brands, to learn which country attributes strengthen the luxury brand’s value and customers’ purchase intention. Design/methodology/approach A total of 407 Thai respondents, who were luxury-product consumers who knew and previously had bought either Thai luxury brands or global luxury brands, comprised the final sample examined. Structural Equation Modeling was employed in this research to test the research hypotheses. The structural model proposed a causal relationship between two endogenous constructs, cognitive and affective country images, and five exogenous constructs: utilitarian value, hedonic value, symbolic value, economic value and purchase intention. Findings The findings confirmed that countries are like brands in that the perceived image of each country’s aspects, cognitive and affective, influences the perceived value in each dimension differently, and so affects purchase intention. This implies that the evaluation of perceived quality or perceived value for money, as in past studies, cannot accurately demonstrate what particular benefits consumers receive when they utilize the country-image cue. Country image has both symbolic and emotional significances for consumers. The findings have provided a more precise measure of the effects of country image as well as important information on country positioning the in the world market. Research limitations/implications There are some limitations in this study. The reliance on Thai samples from one city has limited the generalizability of the findings. Moreover, this study considered only one country of brand origin, and only one product category has been chosen as the stimulus, which together are the major limitations of this study. Future research could also consider further testing country image effects on value perception with other extrinsic attributes, rather than using a single cue, as this study did. Additionally, antecedent variables that may have an influence on country-image effects should be considered in future studies. Practical implications The relation of country image and value perception could help both governments and companies support their national brands more effectively, or to export products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value. Moreover, it would be valuable for companies producing luxury products to know which country attributes strengthen the brand’s value. Luxury-brand managers will have to take these aspects into consideration when developing their communications strategies (Krupka et al., 2014). Originality/value There is a lack of research as regards the impact of a brand name’s perceived origin on the luxury perception associated with that brand (Salciuviene et al., 2010). This research is the first to investigate the theoretical framework of luxury value perception found in relation to cognitive and affective country images. From an academic perspective, this study sought to increase the theoretical research relating to the ambiguous conceptualization of the country-image effect on consumers’ perception of value in luxury products. Additionally, the relation of country image to luxury value perception could help both governments and companies support their national luxury brands more effectively, or to export luxury products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value.

Factors influencing internship satisfaction among Chinese students

2020 ◽  
Vol 62 (5) ◽  
pp. 543-558
Author(s):  
Wai Ming To ◽  
Jane W.Y. Lung
Keyword(s):  
Structural Equation ◽  
Chinese Students ◽  
Organizational Factors ◽  
Supervisor Support ◽  
Social Value ◽  
Equation Modeling ◽  
Individual Factors ◽  
Content Type ◽  
Functional Value ◽  
The Right

PurposeAn internship is an essential part of vocational-oriented degree programs because it enhances the employability of graduates and prepares them for career development. Thus, it is important to understand how students view internships and whether they are satisfied with their internship experience. This paper explores the effects of organizational and individual factors on internship satisfaction.Design/methodology/approachBased on a literature review on internship, we propose a theoretical model in which organizational factors, including supervisor support and task clarity, and individual factors, including interns' perceived functional value and perceived social value, can lead to internship satisfaction while task clarity, perceived functional value and perceived social value can affect interns' self-initiative behavior. The proposed model was tested using responses from 161 Chinese students in Macao SAR.FindingsThe results of structural equation modeling indicated that supervisor support and perceived social value had direct and significant impacts on internship satisfaction while task clarity and perceived functional value had direct and significant impacts on interns' self-initiative behavior. Additionally, supervisor support significantly influenced task clarity, perceived functional value and perceived social value.Originality/valueThe paper identifies that supervisor support has a strong and significant impact on internship satisfaction. Additionally, the current study indicates that organizations should pay great attention to appoint the right work supervisors who are able to assign appropriate tasks to interns, provide clear guidance and facilitate social interaction between interns and other people.

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

2019 ◽  
Vol 28 (7) ◽  
pp. 800-811 ◽  
Author(s):  
Nikita Sharda ◽  
Anil Bhat
Keyword(s):  
Structural Equation ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Empirical Examination ◽  
Luxury Consumption ◽  
Specific Product ◽  
Content Type ◽  
Product Features ◽  
The Relationship

Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

scholarly journals Consumption values and mobile banking services: understanding the urban–rural dichotomy in a developing economy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heikki Karjaluoto ◽  
Richard Glavee-Geo ◽  
Dineshwar Ramdhony ◽  
Aijaz A. Shaikh ◽  
Ashna Hurpaul
Keyword(s):  
Structural Equation ◽  
Social Value ◽  
Epistemic Value ◽  
Equation Modeling ◽  
Mobile Banking ◽  
Banking Services ◽  
Content Type ◽  
Consumption Values ◽  
Functional Value ◽  
Emotional Value

PurposeThis study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services.Design/methodology/approachThe data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equation modeling.FindingsThe authors found support for effects from functional, epistemic and emotional value on intention. Functional and emotional value significantly influenced trust, while social and epistemic value did not. Social value was a significant moderator between functional value and intention. Consumers who were relatively unconcerned with social value were more motivated by functional value, while consumers who placed great emphasis on social value were motivated by epistemic value. Multigroup analysis showed that the effect from functional value on trust was stronger for urban than rural customers, while the effect from emotional value on trust was stronger for rural than urban customers.Practical implicationsOverall, functional value is the strongest predictor of trust and intention; therefore, bank managers are encouraged to promote m-banking services' functional value to increase trust and attract more users by promoting their companies' m-banking application. M-banking customers can also be classified based on the benefits in which they are most interested.Originality/valueThe study is one of the first attempts to demonstrate empirically how consumption values' dimensions drive m-banking use among different types of customers in a developing market context with a high m-banking penetration rate.

Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China

2019 ◽  
Vol 31 (3) ◽  
pp. 647-669 ◽  
Author(s):  
Yushi Jiang ◽  
Miao Miao ◽  
Tariq Jalees ◽  
Syed Imran Zaman
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Reasoned Action ◽  
Ethical Reasoning ◽  
Past Research ◽  
Luxury Brands ◽  
Chinese Market ◽  
Content Type ◽  
Social Commitment ◽  
Luxury Products

Purpose The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention. Design/methodology/approach The scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model. Findings All the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies. Research limitations/implications Samples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region. Practical implications A few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers. Social implications A few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions. Originality/value The primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.

scholarly journals Devil continues to wear “counterfeit” Prada: a tale of two cities

2015 ◽  
Vol 32 (3) ◽  
pp. 176-189 ◽  
Author(s):  
Min Teah ◽  
Ian Phau ◽  
Yu-an Huang
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Relationship ◽  
Negative Relationship ◽  
Personality Factors ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Specific Product ◽  
Content Type ◽  
Taiwan Chinese

Purpose – This paper aims to examine the influence of social and personality factors on attitudes towards counterfeiting of luxury brands and purchase intention between China Chinese and Taiwan Chinese consumers. Design/methodology/approach – Data collection was conducted using a mall intercept approach in downtown Shanghai and Taipei. A self-administered questionnaire was developed and back-translated from English to Chinese and distributed. Structural equation modelling in LISREL was used to analyze the data. Findings – It was found that collectivism has a positive relationship with attitudes towards counterfeiting of luxury brands for the China Chinese but not for the Taiwan Chinese. Personal gratification was found to have a negative relationship with attitudes towards counterfeiting of luxury brands for the Taiwan Chinese consumers. Integrity and status consumption were found to have a positive relationship with attitudes towards counterfeiting of luxury brands for both the China Chinese and Taiwan Chinese consumers. Research limitations/implications – The findings are limited to comparison between China Chinese from Shanghai and Taiwan Chinese from Taipei; therefore, the results may not be generalizable across all Chinese consumers or international consumers. In addition, only luxury brands were examined in this paper. Future studies would need to address other contexts or specific product categories. Practical implications – This paper presents findings from two Chinese cities. The consumers may be from the same region; however, it is found from the study that they pose different attitudes and purchase intentions towards counterfeits of luxury brands. Therefore, the insights from this paper provide a deeper understanding into the differences between Chinese consumers and implications for practitioners, academics and policy makers. Originality/value – Majority of the cross-national studies are often compared between the so-called Western or Eastern countries. This paper examined counterfeiting from China (which is deemed as one of the largest manufacturers of counterfeits) and Taiwan (which was one of the largest counterfeiters decades ago). This provides insights into the development and differences between regional consumers and their attitudes towards counterfeits of luxury brands.

scholarly journals Examination of the Relationship between Luxury Value Perception and Shopping Motivations: Turkey Sample

2017 ◽  
Vol 9 (5) ◽  
pp. 108 ◽  
Author(s):  
Aysel Kurnaz
Keyword(s):  
Structural Equation ◽  
Negative Impact ◽  
Relative Effect ◽  
Social Value ◽  
Value Perception ◽  
Functional Value ◽  
Value Perceptions ◽  
Shopping Motivations ◽  
The Individual ◽  
Individual Value

It was aimed to reveal the effects of financial, functional, individual and social value perceptions on hedonic and utilitarian shopping motivations within this study. In this direction, a questionnaire was conducted to people over the age of 18 in cities representing 12 regions of Turkey and 2857 questionnaires were put into consideration in total. Confirmatory factor analysis and structural equation modelling (SEM) were applied to data. According to findings it was identified that the luxury value perception has influence over hedonic and utilitarian motivations. The individual value dimension of luxury perception has the highest effect on hedonic motivations and social, financial and functional value dimensions follow it respectively. And the relative effect of functional luxury value perception also has the highest effect on utilitarian motivations and the financial, individual and social values follow respectively. It was found that, while all these perception’s effects have positive impacts, only the social value perception has a negative impact on utilitarian motivations.

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