Marketing Strategy and Consumer Psychology

A Quantitative Study of Chinese Luxury Consumption in the Context of New Media

DOI

10.2991/assehr.k.220105.021How to use a DOI?

Keywords

luxury consumption; marketing strategy; new media; Chinese; fashion industry

Abstract

With the steady improvement of China’s international status and the increase of national purchasing power, luxury goods have emerged in the Chinese market, and luxury brands have gradually penetrated and integrated into people’s lives. However, different luxury brands have different marketing strategies, and consumers also have different acceptance levels for them. This study examines Chinese mainland consumers’ complex and rational attitudes towards luxury marketing strategies and content communication channels and consumers’ feedback on brand concepts in the context of new media. This study fills a gap in previous studies as surveyed 358 mainland Chinese participants of different ages, compared their opinions on luxury goods and brands with the position of Chinese luxuries in the market, analyzed the possible reasons, and obtained the important predictors of consumers’ luxury purchasing power. The data show that luxury consumption tends to be rational. Consumers have a rational view of the role of luxury in public life and widely accept the brand’s promotion of traditional advertising and new media. The status of Chinese luxury goods in the fashion industry is steadily improving. Advanced management mode and distinct cultural characteristics make Chinese fashion elements an important factor in buying luxuries. Therefore, this study provides reliable data and large-scale studies to further develop the fashion and luxury industry in the new media era.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yutong Ren
AU  - Zhe Yuan
PY  - 2022
DA  - 2022/01/17
TI  - Marketing Strategy and Consumer Psychology
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 100
EP  - 106
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.021
DO  - 10.2991/assehr.k.220105.021
ID  - Ren2022
ER  -