Exploring the Chinese consumers' luxury value perceptions

With the dynamic growth of the luxury consumptions in China and the factor that Chinese market has become one of the biggest markets for all luxury brands nowadays, understanding what are Chinese consumers’ perceptions of... [ view full abstract ]

With the dynamic growth of the luxury consumptions in China and the factor that Chinese market has become one of the biggest markets for all luxury brands nowadays, understanding what are Chinese consumers’ perceptions of luxury value is becoming important for luxury researchers and marketers. Although most studies conducted in western countries have provided theoretical insight on luxury value perception, due to China has its own unique cultural characteristics, the Chinese consumers’ perceptions of luxury value may not exhibit all aspects of western countries. Thus, it is vital for the author to conduct a new research to deepen the understanding of why Chinese consumes spend so much to buy luxuries, what does luxury mean to them and how their luxury value perceptions impact their purchase behaviors. This paper seeks to discuss the literatures that address the consumers’ perspectives of luxury value in recent decades, it also discovers the research gaps and suggests how to fulfill the identified research gaps in the context of Chinese luxury market.