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A Comparative Study on Luxury Consumption Behavior of Chinese Consumers
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중국 소비자들의 럭셔리 구매행동에 대한 비교연구

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Type
Academic journal
Author
In-Won Kang (경희대학교) Il-Hwan Ma
Journal
Korea Trade Research Association Korea Trade Review Vol.45 No.2 KCI Accredited Journals
Published
2020.4
Pages
211 - 228 (18page)

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A Comparative Study on Luxury Consumption Behavior of Chinese Consumers
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Abstract· Keywords

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The purpose of this study aims to analyze the comparative effects of luxury consumption behavior for Chinese consumers. Many research have been conducted in luxury consumption behavior based on perspective of culture, brand, and purchase motives. However, previous studies seem somewhat limited in fully explaining luxury consumption behavior due to less understanding of consumers’ psychological trait. In order to fill this gap, this study adopts narcissism (overt narcissism and covert narcissism) to explain consumers’ psychological trait. Based on specific psychological trait, consumers would lead to different luxury purchasing behavior depending on purchase motives. Especially, overt narcissism would show high tendency of self-esteem, arrogance, which means that it is closely related to need for uniqueness. Conversely, covert narcissism would show high sensitivity to others, which indicate that it is involved with need for approval. Also, each narcissism would result in different behavior for luxury purchasing based on generation difference (20-30s, vs. 40-50s). The result of this study shows that overt narcissism, covert narcissism, need for uniqueness, need for approval have significant influence on luxury consumption behavior. Especially, overt narcissism has interaction effect with need for uniqueness and young generation (in the 20s, 30s) for luxury purchasing behavior. On the other hand, it was found that covert narcissism has no interaction effect with other variables.
#Luxury Consumption Behavior #Narcissism #Need for Approval #Need for Uniqueness

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 가설설정
Ⅲ. 연구방법론
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
References

References (39)

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Buffardi, L. E. / 2008 / Narcissism and Social Networking Web Sites / Personality and Social Psychology Bulletin 34(10):1303~1314 google schola Cai, H. J. / 2012 / A Sociocultural Approach to Narcissism: The Case of Modern China / European Journal of Personality 26(5):529~535 google schola 최슬아 / 2015 / 소셜 네트워크 서비스의 만족도를 위한 연구 - 인스타그램과 페이스북의 기능적 요소를 중심으로 - / 만화애니메이션연구 (40):423~442 Crossref Cisek, S. Z. / 2014 / Narcissism and Consumer Behaviour: A Review and Preliminary Findings / Frontiers in Psychology 5:232 google schola Fromkin, H. L. / 1980 / Social Exchange / Springer :57~75 google schola

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