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50% of people with monthly income from RMB 5,000 to RMB10,000 are luxury consumers. "One-child generation" kids are becoming fans of luxury goods. 57.5% of 18-24 years old luxury consumers do the purchase themselves.
50% of people with monthly income from RMB 5,000 to RMB10,000 are luxury consumers. "One-child generation" kids are becoming fans of luxury goods. 57.5% of 18-24 years old luxury consumers do the purchase themselves.
50% of people with monthly income from RMB 5,000 to RMB10,000 are luxury consumers. "One-child generation" kids are becoming fans of luxury goods. 57.5% of 18-24 years old luxury consumers do the purchase themselves.
HELP UNIVERSITY Doctoral Dissertation Presentation-Viva 21/08/2014 1.0 Introduction 2.0 Literature Review 3.0 Research Methodology 4.0 Data Analysis 5.0 Findings 6.0 Conclusion
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1.1 Research Background 3 4
Common people are eager for luxury;
---- 50% of people with monthly income from RMB 5,000 to RMB10,000 are luxury consumers;
-----World Luxury average consumption takes of total 4% personal wealth; in contrast, some month-end-penniless young people still spend over 40% of their income on luxury.
----- On average, Chinese luxury consumers are 15 years younger than those in Europe and 25 years younger than those in the U.S.
( Data source: The world Luxury Association Report, 2013)
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One-Child Generation kids , who studied in the universities, are becoming fans of luxury goods. This group include Chinas four type of young generation, Post-1990s, 2 nd Generation of Rich, The Officiallings and The Young Rural-Urban Migrant (Pierre Xiao Lu, 2011).
The One-Child Generation kids are spoiled. 2012 CTR-CTLS data reveals that: Among 18-24 years old luxury consumers, 57.5% do the purchase themselves ( data source: Top Lady 2012).
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Previous Study Luxury Consumption Motivation of Chinese tertiary students ( O Cass & Choy, 2008; Wang, Sun & Song, 2010; Jang & Namkung, 2009; Stella, 2012; Jeffrey, Lu & Zhang, 2010; Jiang, 2009); Value, attitude and purchasing intention of Chinese tertiary students toward luxury goods consumption ( (Ming, W.S. 2011; Mo & Roux, 2009; Wiedmann, Hennigs & Siebels, 2009; Yan, Cheng & Cheng, 2009).
Previous Study Influence of Culture on Behavior at the social level (Lu, 2008; Hofstede, 2008; Gao, Marjorie, Norton, Zhang & Chester, 2009). Chinese tertiary students have four type of cultural orientation ( Wang S.Y., 2011; Tang H, Cai W, Wang H, Zhang Q & Qian L, et al., 2013).
Research Gap Relationship between cultural orientation and Chinese tertiary students purchasing intention and Key factors determining their behavior intention. 9 Need of Study 10 Difference between western and Chinese consumers luxury consumption motivation Consumer behavior historically focused on individual difference not considering personal culture orientation Four type of cultural pattern among Chinese tertiary students Problem Statement Changing appetite and attitude of young Chinese luxury consumers Difference social- psychological and cultural attitudes toward luxury point of view The rising of local Chinese luxury brands Background of Study Culture Value System ( four cultural orientation) Interaction of Culture and consumer behavior Determinants of consumer behavior based on internal and external factors Consumers attitudinal dimensions Literature Review Examine the relationship between cultural orientation and Chinese tertiary students purchasing intention and Identify which key factors affect their intention Closing Research Gap Contribution of Study Theoretical Prospective Practical prospective New Findings Fill Research Gap Implication for global marketing of western luxury fashion brands Outlook on Chinese culture and society 11 12 13 General objective:
The purpose of this research is to examine the relationship between cultural orientation and Chinese tertiary students purchasing intention on luxury fashion brands and investigate the factors influencing Chinese tertiary students intention to purchase luxury fashion brands by employing TPB model. Specific Objectives Research Questions
To examine whether attitude toward behavior, subjective norms and perceived behavioral control determining Chinese tertiary students intention to purchase luxury fashion brands
1. To what extent does attitude toward behavior determine Chinese tertiary students intention to purchase luxury fashion brands.
2. To what extent do subjective norms determine Chinese tertiary students intention to purchase luxury fashion brands.
3. To what extent does perceived behavioral control determine Chinese tertiary students intention to purchase luxury fashion brands.
14 Specific Objectives Research Questions
To examine the way in which cultural orientation influence Chinese tertiary students behavior in term of purchasing intention for luxury fashion brands.
1. To what degree does cultural orientation influence Chinese tertiary students attitude toward behavior about purchasing luxury fashion brands.
2. To what degree does cultural orientation influence Chinese tertiary students subjective norm about purchasing luxury fashion brands.
3. To what degree does cultural orientation influence Chinese tertiary students perceived behavioral control about purchasing luxury fashion brands.
4. Whether Chinese personal cultural orientation significantly influence Chinese tertiary students intention to purchase luxury fashion brands.
15 Hypotheses Sub-model of H 4, H 5 H 6 hypotheses H 1: There is statistically significant relationship between attitude toward purchasing luxury fashion brands and Chinese tertiary students intention for purchasing luxury fashion brands. H 2: There is statistically significant relationship between subjective norm and Chinese tertiary students intention for purchasing luxury fashion brands. H 3: There is statistically significant relationship between Perceived behavioral control of purchasing luxury fashion brands and Chinese tertiary students intention for purchasing luxury fashion brands. H 4: There is statistically significant relationship between cultural orientation and Chinese tertiary students attitude toward purchasing luxury fashion brands. H 4a: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by horizontal collectivism. H 4b: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by vertical collectivism. H 4c: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by horizontal individualism. H 4d: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by vertical individualism. H 5: There is statistically significant relationship between cultural orientation and Chinese tertiary students subjective norm of purchasing luxury fashion brands. H 5a: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by horizontal collectivism. H 5b: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by vertical collectivism. H 5c: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by horizontal individualism. H 5d: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by vertical individualism. H 6: There is statistically significant relationship between cultural orientation and Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands. H 6a: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by horizontal collectivism. H 6b: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by vertical collectivism. H 6c: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by horizontal individualism. H 6d: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by vertical individualism. H 7: There is statistically significant relationship between cultural orientation and Chinese tertiary students intention for purchasing luxury fashion brands. 16 17 18 19 20 Model of Reading Vigneron and Johnsons Consumer Motives-Interpersonal and Personal Affects Model; Reference Group Influence Model; Triandiss Cultural Orientation Model; Kotlers Factor Influencing Behavior Model; Luna and Guptas Culture and Consumer Behavior Interaction Model; The Hawkins, Best and Coney Model; Theory of Reasoned Action ( TRA) Model; Theory of Planned Behavior (TPB) Model; Variables that affect purchasing intention Attitude toward behavior ( Aact) Subjective Norm (SN) Perceived Behavioral Control (PBC)
Theory of Planned Behavior (Source: Fishbein, 2010) 28
Theory of Planned Behavior Model 29 Bryan Lo (Ph.D Candidate : Marketing)
Predictor - Attitude overall evaluation of the behavior. (Fishbein, 1967; Daryl Bem, 1972; Ajzen and Fishbein, 1980; Betra & Ray, 1986; Madden, Ellen, Ajzen, I, 1992; Grimm, 2005; Ajzen & Fishbein, 2010; Fritscher, 2014). Attitude 30 Bryan Lo (Ph.D Candidate : Marketing)
Predictor Subjective Norm whether most people approve or disapprove. (Fritz Heider, 1958; Fishbein, 1967; Ajzen and Madden, 1986; Rhodes & Courneya, 2003; Smith, Atkin, Martell, Allen and Hembroff, 2006; Hill, Mann & Wearing, 1998; Schepers & Wetzels, 2007; Ajzen & Fishbein, 2010). Subjective Norm 31 Bryan Lo (Ph.D Candidate : Marketing)
Predictor Perceived Behavioral Control overall Measure of perceived control over behavior. (Badura, 1982; Ajzen and Madden, 1986; Hui & Bateson, 1991; Godin, Valois & Lepage, 1992; Sparks, Guthrie & Shepherd, 2006; Manstead & Eekelen, 2006; Ajzen & Fishbein, 2010; Terry, Hogg & White, 2010). Perceived Behavioral Control 32 Cross-sectional Study. Qualitative Focus group for generating a rich understanding of participants experiences, values, beliefs and attitudes toward luxury fashion brands. From the focus group, only the questionnaire is developed. Utilization of a questionnaire with close-ended questions as a quantitative survey. Pre-test I Pre-test II Pilot study I Pilot studyII Probabilistic cluster sampling using systematic random sampling method. Data collection Face to Face Interview Survey. Data analysis: Structural equation modeling (SEM).
33 Stage 1 Qualitative focus group study to determine the variables for both independent variables (IV) and dependent variable (DV) Stage 2 Surveys would be conducted through in depth face-to-face interview to examine the relationship between cultural orientation and Chinese tertiary students purchasing intention and investigate the factors influencing Chinese tertiary students intention to purchase luxury fashion brands. 34 Focus groups are used in this study for generating a rich understanding of participants experiences, values, beliefs and attitudes toward luxury fashion brands, which in turn build the questionnaire.
Two non-probability sampling techniques including convenience and quota samplings are adopted in the study to create a representative sample for focus group.
Questionnaire with open-ended questions are given to 30 participants who are tertiary students aged from 18 -24 years old in Shanghai.
We picked the proportions based on approximate representation in the student body according to the University official records in Shanghai.
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36 Chinese tertiary students aged from 18 to 24 years old consist of proportion of male and female, attending major public universities in Shanghai.
Fishbowl method was used to choose any 1 city from 12 major cities: Beijing, Shanghai, Shenzhen, Guangzhou, Hangzhou, Nanjing, Wuhan, Chongqing, Chengdu, Xian, Shenyang and Qingdao.
Take random sample of any universities from Shanghai city, finally we select a random sample of Chinese tertiary students from any universities in Shanghai in China.
37 Universities in Shanghai of China Simple random sample University A Simple random sample 90 students University B Simple random sample 90 students University C Simple random sample 90 students University D Simple random sample 90 students University E Simple random sample 90 students University F Simple random sample 90 students University G Simple random sample 90 students Sampling frame Fishbowl Method Primary clusters Secondary clusters 38 Bill Goddens optimal sample size formula
According to the National Bureau of Statistics of China (2013), the population consists of approximately 900,000 Chinese tertiary students in Shanghai.
A margin of error of 5% and a confidence level of 95% are chosen. p= .5 used for sample size needed. Based on Bill Goddens sample size formula, 500 respondents are recommended to be sufficient for data analysis.
Considering 20% drop out rate, the respondents to be randomized should be 500/ (1-0.2) =625. It means that with 625 randomized respondents in the study.
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The measures of cultural orientation were derived from scales developed by Triandis and Gelfand (1998) that contain 16 attitudinal items for measuring the vertical versus horizontal individualism and vertical versus horizontal collectivism constructs (VI, HI, VC and HC respectively). The measures of other constructs in this research were developed based on focus group.
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41 Attitude toward Behavior Key I tems of outcome evaluation and strength belief Key items from focus group
Questions of Questionnaire based on key items Being noticed and admired by others; ( Dubois & Laurent, 1994) Showing off in front of other people; ( Lee & Hwang, 2011) Having a symbol of social status; (Wang & Tsung-Chi Liu, 2008) Making one feel superior and unique; ( Hennigs & Siebels, 2009) Enhancing ones image; ( Richins & Dawson, 1992) A reward for effort and achievement; ( Pierre, Xiao, Lu, 2011) Having a symbol of successful people; ( Pierre, Xiao, Lu, 2011) Satisfying my own pleasure; (Ho, 1977) Experiencing superior quality and perfect design; ( Veblen, 1899) Increasing self-confidence ( Tu, 1985) Suffering from my bad financial situation;(Hennigs & Siebels, 2009) Wasting my money; (Pierre, Xiao, Lu, 2011) Preventing me from buying counterfeits. ( Lee & Hwang, 2011) Good/bad experience; ( Cronin & Taylor, 1992) Pleasant/unpleasant experience; ( Kotler & Keller, 2006) Interesting/boring experience; ( Ajzen & Fishbein, 2010) Beneficial/harmful experience. ( Ajzen & Fishbein, 2010)
Outcome evaluation ( Q1 to Q13) Strength belief (Q 14 to Q26) Direct attitude scales ( Q49 to Q52) Subjective Norm Key I tems of motivation to comply and injunctive belief strength Key items from focus group
Questions of Questionnaire based on key items Family; ( Armitage & Conner, 2001) Friends; ( Delener, 2000) Classmates; ( Steidlmeier, 1993) The Spokesperson; ( Simone, 1999) Most people who are important to me; ( Ajzen & Fishbein, 2010) Most people whose opinions I value; ( Ajzen & Fishbein, 2010) Most people who I respect and admire; ( Ajzen & Fishbein, 2010) Most people who like me. ( Ajzen & Fishbein, 2010) Motivation to comply ( Q27 to Q30) Strength belief (Q 31 to Q34)
Direct perceived norm scales ( Q53 to Q56) Perceived behavioral Control Key I tems of power of control factors and control belief strength Key items from focus group
Questions of Questionnaire based on key items Promotion/offer; (Pierre, Xiao, Lu, 2011) Investment; ( Armitage & Conner, 2001) Spending for hobbies; ( Luna & Gupta, 2001) Affordable to buy whatever we like; (Pierre, Xiao, Lu, 2011) The high price; ( Kacen & Lee, 2012) The amount of counterfeits; ( Kacen & Lee, 2012) The frequency of usage; ( Kacen & Lee, 2012) Confidence for buying luxury fashion brands; ( Ajzen & Fishbein, 2010) Being completely up to me; ( Ajzen & Fishbein, 2010) If I really want to, I could buy it; ( Ajzen & Fishbein, 2010) For me, it is under my control. ( Ajzen & Fishbein, 2010) Power of control factors ( Q35 to Q41)
Control belief strength (Q 42 to Q48)
Direct perceived Control Scales ( Q57 to Q60) Key I tems of behavioral intention scale Key items from focus group Questions of Questionnaire based on key items I intend to engage in the behavior; ( Ajzen & Fishbein, 2010) I will engage in the behavior; ( Ajzen & Fishbein, 2010) I am willing to engage in the behavior; ( Ajzen & Fishbein, 2010) I plan to engage in the behavior; ( Ajzen & Fishbein, 2010) Past behavior and behavior assessed; ( Ajzen & Fishbein, 2010)
Behavioral intention scale ( Q61 to Q64)
Past Behavior and behavior assessed (Q 65 to Q66)
42 Pre-test I Pre-test II Pilot test I
How you decide you want to buy
Other products you consider buying
Where you buy
How you pay for product
How you transport product home To ensure that the scale items used in the survey instrument were appropriate, Content validity was examined.
The initial scales were reviewed and evaluated for the content validity by a six member panel. A few adaptations are suggested by panel.
Second content validity of refined items including the modified items were examined by a group of two graduate students.
I nterviewing a small group of respondents to determine their reactions to draft questionnaire:
Clarity of wording and translation of technical terms. Logical sequence of questions. Adequacy of response categories. Clarity of questionnaire instructions. Estimate duration of interview.
After pre-testing, some wording corrections were made.
Pilot study focused on assessing the validity and reliability of questionnaire.
260 questionnaires were given to participants for pilot study through face- to-face interview ,who are tertiary students aged from 18-24 years old in Shanghai. Totally 201 questionnaires were obtained.
After pilot study, some items were removed from questionnaire. Pilot test II Retest reliability of the direct measures by administering the questionnaire twice to the same group of people , with an interval of at least two weeks.
At last, we received the final questionnaire and no further changes. 43 44 45 Specify a Model and Make Hypothesis
Preliminary Descriptive Statistical Analysis Exploratory Factor Analysis ( EFA)- Scale purification and reducing items Confirmatory Factor Analysis ( CFA): Reliability and Validity of measured variables Path Analysis: Estimate relationships in the SEM model. Structural Equation Modeling ( SEM): Hypothesis testing 46 47 For the purpose of study, 1433 respondents were identified and questionnaire were distributed among them.
Only 679 respondents have submitted duly filled in questionnaire, hence analysis is done on the basis 679 respondents.
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49 Subgroup Frequency Percentage Gender Female 326 48.0 Male 353 52.0 Age(years) 18-19 156 23.0 20-21 170 25.0 22-23 251 37.0 24 and above 102 15.0 Class Freshman 109 16.0 Sophomore 156 23.0 Junior 183 27.0 Senior 231 34.0 Annual Household income (Yuan) 60,000-79,999 71 10.4 80,000-99,999 72 10.6 100,000-149,999 121 17.8 150,000-199,999 108 15.9 200,000-249,999 74 10.9 250,000-299,999 57 8.4 300,000-349,999 43 6.3 350,000-399,999 40 5.9 400,000-449,999 29 4.3 450,000-499,999 11 1.7 500,000 or above 53 7.8 Luxury Fashion Brands Buying Experience Yes 625 92.0 No 54 8.0 One child in your family Yes 611 90.0 No 68 10.0 Total 679 100
Summary of the Demographic Characteristics of respondents (N=679)
50 What is the cultural orientation among Chinese tertiary Students. Path Analysis or Structural Equation Modeling (SEM) is used to test the fit of a hypothetical model with your empirical data. It is used not only to assess relationship between two or more variables, but it enables you to build complex models built up from your research variables, and to test whether this is a valid (good fitting) model. a cluster analysis based on factor analysis to confirm the four categories of cultural orientation and assess how many Chinese tertiary students fell into each category.
51 52 53 54 55 Hypotheses 1, 2 and 3: There are statistically significant relationship between Attitude, subjective norm and perceived behavioral control and Chinese tertiary students intention for purchasing luxury fashion brands.
Hypotheses 4, 5 and 6: There are statistically significant relationship between Cultural Orientation and Chinese tertiary students Attitude, Subjective norms and perceived behavioral control for purchasing luxury fashion brands.
Hypotheses H 4a , H 4b ,H 4c, H 4d : HC Aact ; VC Aact; HI Aact; VI Aact Hypotheses H 5a , H 5b ,H 5c, H 5d : HC SN ; VC SN; HI SN; VI SN Hypotheses H 5a , H 5b ,H 5c, H 5d : HC PBC; VC PBC; HI PBC; VI PBC Hypothesis 7: There is statistically significant relationship between cultural orientation and Chinese tertiary students intention for purchasing luxury fashion brands. Path Analysis or Structural Equation Modeling (SEM) is used to test the fit of a hypothetical model with your empirical data. It is used not only to assess relationship between two or more variables, but it enables you to build complex models built up from your research variables, and to test whether this is a valid (good fitting) model.
56 57 58 59
60 Hypotheses Outcome H 1: There is statistically significant relationship between attitude toward purchasing luxury fashion brands and Chinese tertiary students intention for purchasing luxury fashion brands. Supported H 2: There is statistically significant relationship between subjective norm and Chinese tertiary students intention for purchasing luxury fashion brands. Supported
H 3: There is statistically significant relationship between Perceived behavioral control of purchasing luxury fashion brands and Chinese tertiary students intention for purchasing luxury fashion brands. Supported
H 4: There is statistically significant relationship between cultural orientation and Chinese tertiary students attitude toward purchasing luxury fashion brands. H 4a: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by horizontal collectivism. H 4b: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by vertical collectivism. H 4c: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by horizontal individualism. H 4d: Chinese tertiary students attitude toward purchasing luxury fashion brands is significantly influenced by vertical individualism.
Supported
H 5: There is statistically significant relationship between cultural orientation and Chinese tertiary students subjective norm of purchasing luxury fashion brands.
H 5a: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by horizontal collectivism. H 5b: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by vertical collectivism. H 5c: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by horizontal individualism. H 5d: Chinese tertiary students subjective norm of purchasing luxury fashion brands is significantly influenced by vertical individualism.
Supported
H 6: There is statistically significant relationship between cultural orientation and Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands.
H 6a: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by horizontal collectivism. H 6b: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by vertical collectivism. H 6c: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by horizontal individualism. H 6d: Chinese tertiary students perceived behavioral control of purchasing luxury fashion brands is significantly influenced by vertical individualism.
Supported
H 7: There is statistically significant relationship between cultural orientation and Chinese tertiary students intention for purchasing luxury fashion brands. Not Supported
61 Chinese tertiary students have four type of cultural orientation. Chinese tertiary students have both strong tendency of horizontal collectivism and vertical individualism.
Attitude, subjective norm, and perceived behavioral control, interdependently exert influence on Chinese tertiary students intention to purchase luxury fashion brands.
Cultural orientation does not directly significantly influence consumers intention of purchasing luxury goods, it exert influence on the direct determinants of behavioral intention.
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63 Research Questions Findings and Discussions What drives Chinese tertiary students purchasing luxury fashion brands? Chinese tertiary students appeared to believe that purchasing luxury fashion brands would provide them with these ten items values , which are also consistent with several previous studies on motivation of purchasing luxury fashion brands among Chinese tertiary students (Stella, 2012; Sun & Song, 2010; Brian, 2010).
What are Chinese tertiary students attitude toward purchasing luxury fashion brands? Chinese tertiary students overall feeling toward purchasing luxury fashion brands was positive, and they were in favor of purchasing luxury fashion brands, which were supported by previous study of attitude toward purchasing luxury goods (Pierre Xiao Lu, 2011, Mooij, 2004; Hofstede, 2001; Singelis & Brown, 1995).
Both interpersonal and personal impacts Chinese tertiary students attitudes toward purchasing luxury fashion brands, which are accordance with previous study (Pierre Xiao Lu, 2011; Ajzen & Fishbein, 2010; Stella, 2012; Sun & Song, 2010; Brian, 2010).
The results reveal that Chinese tertiary students purchase luxury fashion brands beyond interpersonal consideration, they are more concerned about the attributes of the luxury fashion brands which are indicative of personality, hedonic and quality more than sociality, which were supported by past study (Erikson & Johansson, 1995; Pierre Xiao Lu, 2011).
What variables in the TPB model contributed to predicting Chinese tertiary students intention to purchase luxury fashion brands? The components in the traditional behavioral intention models, i.e., attitude, subjective norm, and perceived behavioral control, interdependently exert influence on Chinese tertiary students intention to purchase luxury fashion brands. The findings are consistent with past studies which emphasize behavioral intention is affected by attitude, subjective norm and perceived behavior control (Ajzen & Fishbein, 2010; Foxall, 2005; Crosby & Muehling, 2001). What are Chinese tertiary students behavioral intentions to purchase luxury fashion brands? Chinese tertiary students reported relatively strong intentions to purchase luxury fashion brands.
High price strongly influence on purchasing intention, The findings are supported by previous studies maintain that although high price is regarded as the biggest factors influencing Chinese tertiary students purchasing intention ( Bakewell & Mitchell, 2003; Wysocki, 1997).
Friends get highest score than others influencing purchasing intention which is supported by previous studies (Pierre Xiao Lu, 2011; Steidlmeier, 1993). What degree does cultural orientation influence Chinese tertiary students intention about purchasing luxury fashion brands through variables in TPB model? Chinese tertiary students cultural orientation needs to be understood from a multidimensional perspective, which are in accordance with other studies, which have found that Chinese tertiary students have four type of cultural orientation (Gao, 2008; Wang 2011; Pierre Xiao Lu, 2011).
Both horizontal collectivism and vertical individualism hence played significant roles in influencing purchasing intention through variables in TPB model, the findings rejected the previous researches which suggested that Chinese tertiary students have strong tendency of collectivism (Mooij, 2004; Hofstede, 2001; Singelis & Brown, 1995).
cultural orientation does not significantly influence Chinese tertiary students intention of purchasing luxury fashion brands, which is supported by previous studies maintaining that although cultural orientation does not directly significantly influence consumers intention of purchasing luxury goods, it exert influence on the direct determinants of behavioral intention (Kacen & Lee, 2012; Solomon, Bamossy & Gupta, 2010; Mooij, 2004) Limitation of Sampling. Relatively affluent Chinese tertiary students in the areas of Shanghai city in China. Generalizability of the results of this study is clearly a concern. Findings obtained are not generalizeable across all areas of China due to the limited region representing the respondents. Limitation of English-Chinese translation. Meaning of individual questions in the Chinese version might not be completely equivalent to the original English version. Research bias: procedure bias, interview bias and selection bias.
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An extension of the Theory of Planned Behavior Model (TPB) through adding Cultural Orientation. Using TPB Model to exam factors influencing Chinese tertiary students purchasing intention of luxury fashion brands. Chinese tertiary students have both strong tendency of horizontal collectivism and vertical individualism, contrary to previous studies which agree that collectivism plays a significant roles in influencing Chinese tertiary students purchasing intention in China.
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66 Academia and Industry Content Theoretical Implications This study yielded an extension TPB model through adding cultural orientation, and further tested and strengthened the expanded model as a model for predicting purchasing intention toward luxury fashion brands among Chinese tertiary students. Methodological Implications The research design and methods were not new, but combining focus group with discussion-based interview and questionnaire with in-depth face-to-face interview survey had not been done previously. Relation to Prior Research The results of study were not in accordance with the description of consumer behavioral intention and cultural orientation found by previous studies that examined different contexts. Practical Implications This study has provided the means to which practitioners can understand Chinese tertiary students purchasing intention regarding luxury fashion brands, and thus the findings have significant implications for marketers who are currently operating or planning to enter the Chinese market. Further, the applied significant of findings not only lies in its value for luxury fashion brands consumption, but also provides a way by which this study can be applied to other domains of inquiry.
Future research is needed to validate and generalize the findings to a broader cultural context and to similar research objectives across a wide range of product categories of luxury goods.
Little attention to some research bias may be occurred in the process of study, future research could look at the potential bias may occur in the cross-sectional study.
Future research could look at the purchasing intention of the main visible minority /ethnic groups in China.
Future research could be conducted to examine whether other variables can be further added as determinants of behavioral intention, such as age, gender, family monthly income, household size, country-of-origin effect (COO), brand perception, brand preference and brand familiarity.
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