Traditional Cultural Values, Political Idealogies and Luxury Consumption Desire in China: A Preliminary Study

Gong Sun, Steven D'Alessandro, Hume Winzar

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Abstract

    The booming Chinese luxury market provides a worthwhile topic for marketing researchers. Based onthe theory that consumption can be affected by both cultural and political factors, in this paper theauthors analyzed the impacts of traditional cultural values and political ideologies on individuals'material values and luxury consumption desire (LCD) in China. 131 respondents from major Chinesecities took part in the survey through personal interview. The PLS results suggest that the value of faceand ordering relationship are important determinants of materialism and also have direct influences onthe conformity and social status dimension in LCD. In terms of political ideology, Deng?s theory couldpositively affect materialism, which is found to have direct effects on all the aspects of LCD.
    Original languageEnglish
    Title of host publicationProceedings for the 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference
    Subtitle of host publicationMarketing in the Age of Consumerism: Jekyll or Hyde
    Place of PublicationAustralia
    PublisherANZMAC
    Pages1-8
    Number of pages8
    Publication statusPublished - 2011
    EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2011 - Perth Convention and Exhibition Centre, Perth, Australia
    Duration: 28 Nov 201130 Nov 2011
    https://web.archive.org/web/20110926224051/http://anzmac2011.com.au/

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Abbreviated titleMarketing in the age of consumerism: Jekyll or Hyde?
    Country/TerritoryAustralia
    CityPerth
    Period28/11/1130/11/11
    Internet address

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