Earticle

초록

영어

The luxury brands market had grown due to emerging economies such as Asia, Latin America, the Middle East, Chinese market that is especially considered one of the most attractive markets in world. Chinese millennials, born after 80's and 90's have become the main force in the luxury brand market gradually from the perspective of consumers structure. Most of them are grown under the one child policy and received special treatment for family members. This generation is overprotected by family members and enjoy economic abundance. In addition to this, they are more cosmopolitanism and materialism than their parents because they are influenced by Western cultures. They are also independent personality and egocentric in consumption. The purpose of this paper is to study the luxury consumption behavior of Chinese millennial consumers and in order to do this, this study divides Chinese millennials' consumption motives into social-oriented motivations (eg, conspicuous, bandwagon, materialism, and Miazi) and personal-oriented motives (eg, uniqueness, self-gift giving, and quality seeking) based on the existing researches. The empirical results show that millennial consumers with higher social-oriented motivations(materialism and bandwagon) are more likely to adapt to social-adjustive attitude, on the other hand, consumers driven by personal-oriented motives (self-gifts, uniqueness and quality) form a stronger value-expressive attitude. Consumers have a higher motive to conspicuous or Mianzi, have a tendency to be in both social-adjustive and value-expressive attitude because the two motivations are related to vanity. The more social-adjustive and value-expressive attitude of Chinese millennials, the higher the intention to purchase luxury brands. The moderating effect of consumer ethnocentrism was stronger as millennials had social-adjustive attitude. On the other hand, in the case of value-expression, the moderating effect of consumer ethnocentrism is not shown.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 밀레니얼 세대의 소비 특성
2.2 태도기능이론(Functional Theory of Attitude)
2.3 명품 브랜드 소비 동기와 태도 기능
2.4 사회 정체성 태도기능과 명품 구매의도의 관계
2.5 CET(Consumer ethnocentrism)의 조절 효과
3. 연구 방법
3.1 변수의 정의와 측정 과정
3.2 자료 수집 및 표본 특성
4. 실증 연구
4.1 측정 변수의 신뢰성과 타당성
4.2 회귀분석을 통한 가설 검증
4.3 구조방정식모형을 통한 가설 검증 결과
4.4 사회 정체성 태도의 매개효과의 검증
4.5 CET의 조절효과 검증
5. 연구의 결론 및 시사점
참고문헌

키워드

저자

• 인샤오롱 [ Yin, Xiaolong | 충남대학교 경상대학 경영학부 ]
• 김형준 [ Kim, Hyung Jun | 충남대학교 경상대학 경영학부 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951