A Comparison of Chinese Consumers’ Intentions to Purchase Luxury Fashion Brands for Self-Use and for Gifts

This study examined how strongly consumers’ personal values and attitudes influence their purchase intentions about luxury fashion brands. In this study, personal values included materialism, hedonism, face saving (mianzi), and social connections (guanxi); attitudes included both consumers’ attitudes toward luxury brands and their attitudes toward gift giving; and intentions included consumers’ purchase intentions for luxury fashion brands for self-use and for gift giving. Data were collected from 201 Chinese consumers aged from 18 to 40 years. Regression analyses revealed that hedonism positively influenced intention to purchase luxury fashion brands for self-use. Additionally, two of the three dimensions of attitudes toward luxury brands exhibited positive impacts on purchase intentions for both self-use and gift giving, while consumers’ attitudes toward brand-name gifts had a positive impact on their purchasing intentions for gift giving. Mianzi and guanxi did not have a significant impact on purchase intentions for either self-use or gift giving.