CUI NA

Supervisor: LEOW CHEE SENG

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





2

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)








5

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).





6
7
8




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)


21
22
23
24
25
26
27
Attitude
toward
behavior
Attitudinal
beliefs
Subjective
norms
Behavior
Intention
Normative
beliefs
Perceived
Behavioral
Control
Control
beliefs



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.









35









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.





39

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.


40

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.





48





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.

62

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.

64

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.


65

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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