The young luxury consumers in China
The young luxury consumers in China
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DOI：
10.1108/17473611211261656
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发表时间：
2012-08
期刊：
影响因子：
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通讯作者：
Joann Ngai;Erin Cho
中科院分区：
文献类型：
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作者：
Joann Ngai;Erin Cho
目的-中国的奢侈品市场近年来增长显著。中国奢侈品消费者的一个独特特征是他们的年轻化。虽然探索性的性质，这项研究的目的是确定和提供一个有意义的理解不同细分的年轻奢侈品消费者在中国。设计/方法/途径-数据来自个人访谈与28名受访者之间的20和25岁谁是通过商场拦截方法招募在三个不同的高端百货公司在上海，中国。调查结果-基于关键价值观，动机，和奢侈品消费的行为模式，作者确定了四个不同的年轻奢侈品消费者：海外包，自我建立的酷，奢侈品追随者和精神。研究限制/影响-这项研究是基于一个小样本组成的28个人。实践意义-虽然中国青年可能会分享一些特质作为一个集体群体，他们也有不同的原因和精神。
Purpose – The luxury market in China has grown significantly in recent years. One unique characteristic of luxury consumers in China is their youth. While exploratory in nature, this study aims to identify and offer a meaningful understanding of different segments of young luxury consumers in China.Design/methodology/approach – The data were obtained from personal interviews with 28 respondents between 20 and 25 years of age who were recruited via a mall‐interception method in three different high‐end department stores in Shanghai, China.Findings – Based on key values, motivations, and behavior patterns toward luxury consumption, the authors identify four distinct segments of young luxury consumers: the overseas pack; the self‐established cool; the luxury followers; and the spirituals.Research limitations/implications – The study is based on a small sample consisting of 28 individuals.Practical implications – While Chinese youth may share some traits as a collective group, they also have diverse reasons a...