Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers

Giada Mainolfi

Journal of Business Research, 2020, vol. 120, issue C, 286-293

Abstract: The study examined influencing factors that affect Chinese consumers' attitude towards purchasing foreign luxury fashion goods online. Data were collected in mainland China. A total of 502 respondents were included. Using structural equation modelling, results indicated that materialism, brand consciousness and bandwagon luxury consumption behaviour have a significant effect on intentions to buy foreign luxury fashion products online. In addition, results show that consumer ethnocentrism moderates the relationship between materialism and intentions to buy.

Keywords: Materialism; Bandwagon luxury consumption behaviour; Brand consciousness; Luxury fashion goods (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:286-293

DOI: 10.1016/j.jbusres.2019.11.038

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