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
http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/index.html (ANZMAC 2011 Proceedings)

Conference

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

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