"Vanity-Oriented" Fashion Consumption During Covid-19: an Empirical Study of Chinese Consumers

DOI

10.2991/978-94-6463-036-7_201How to use a DOI?

Keywords

Consumer Behavior; Vanity; Covid-19; Chinese fashion market; Theory of Reasoned Actions

Abstract

This study aims to determine the purchase intention of Chinese consumers concerning vanity when making decisions, to what extent vanity influences the final purchase behavior, and to assess its basic logic by adjusting the rational action theory model. In addition, the results of this study are helpful to marketers and local policymakers and fill gaps in the literature in the in-depth understanding of Chinese consumers and the Chinese fashion market, with possible solutions to help the luxury industry decrease the existence of counterfeit luxury products.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yanghui Cao
PY  - 2022
DA  - 2022/12/31
TI  - "Vanity-Oriented" Fashion Consumption During Covid-19: an Empirical Study of Chinese Consumers
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 1364
EP  - 1369
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_201
DO  - 10.2991/978-94-6463-036-7_201
ID  - Cao2022
ER  -