Study on Overseas Luxury Consumption of Chinese Consumers —The Moderating Role of Fashion Difference Perception

Abstract

The phenomenon of "inner cold and outer hot" in China's luxury market has attracted the attention of many scholars. Drawing on luxury consumption motivation theory, this article explores the relevant factors influencing Chinese consumers' overseas luxury purchase from multiple dimensions. The results show that three variables, the match degree between country of origins and sales, attached foreign emotional value and the store service, have a positive impact on consumers' attitude towards overseas luxury goods. Only price fairness perception has a negative influence on consumers' attitude towards overseas luxury goods. Furthermore, the effect of price fairness perception on consumers' attitudes towards luxury goods aboard is greater for customers who have a good sense on fashion difference perception.

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“…Instead, this result supports (Tsai, 2005) finding that individualistic consumers exhibit greater levels of congruity with their internal selves than collectivistic consumers. Moreover, this study also supports previous researchers (Chai & Ning, 2019;Lee et al, 2008;Knight & Kim, 2007) who have found an insignificant influence of perception on luxury goods consumption. People who think that luxury products are flashy and overpriced share similar views about how "others" behave.…”

“…Contrarily, according to (Chai & Ning, 2019) study, price fairness perception negatively influences consumers' attitudes toward overseas luxury goods. Their finding suggests that when consumers perceive home prices to be comparatively higher than those in foreign countries, indicating a sense of unfairness, their inclination to purchase luxury goods from abroad increases proportionally to their favourable attitudes towards overseas luxuries.…”

“…Perception also plays a pivotal role in luxury product consumption and is seen as a unique identity symbol (Giovannini et al, 2015) or indicative of expertise (Alba & Hutchinson, 1987). Contrarily, a study by (Chai & Ning, 2019) found that price fairness negatively impacts customers' attitudes toward luxury goods from foreign countries. When consumers perceive domestic house prices as higher than those in foreign countries, they are more likely to purchase luxury products from overseas.…”