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 language | English |
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Title of host publication | Proceedings for the 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference |
Subtitle of host publication | Marketing in the Age of Consumerism: Jekyll or Hyde |
Place of Publication | Australia |
Publisher | ANZMAC |
Pages | 1-8 |
Number of pages | 8 |
Publication status | Published - 2011 |
Event | Australian and New Zealand Marketing Academy Conference: ANZMAC 2011 - Perth Convention and Exhibition Centre, Perth, Australia Duration: 28 Nov 2011 → 30 Nov 2011 https://web.archive.org/web/20110926224051/http://anzmac2011.com.au/ |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Abbreviated title | Marketing in the age of consumerism: Jekyll or Hyde? |
Country/Territory | Australia |
City | Perth |
Period | 28/11/11 → 30/11/11 |
Internet address |