The booming Chinese luxury market provides a worthwhile topic for marketing researchers. Based on the theory that consumption can be affected by both cultural and political factors, in this paper the authors 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 Chinese cities took part in the survey through personal interview. The PLS results suggest that the value of face and ordering relationship are important determinants of materialism and also have direct influences on the conformity and social status dimension in LCD. In terms of political ideology, Deng‟s theory could positively affect materialism, which is found to have direct effects on all the aspects of LCD.
|Title of host publication||ANZMAC 2011|
|Subtitle of host publication||conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?|
|Place of Publication||Perth|
|Number of pages||8|
|Publication status||Published - 2011|
|Event||Australian and New Zealand Marketing Academy Conference (2011) - Perth|
Duration: 28 Nov 2011 → 30 Nov 2011
|Conference||Australian and New Zealand Marketing Academy Conference (2011)|
|Period||28/11/11 → 30/11/11|
Sun, G., D'Alessandro, S., & Winzar, H. (2011). Traditional cultural values, political ideologies and luxury consumption desire in China: a preliminary study. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? Perth: ANZMAC2011 Conference.