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

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  • Mainolfi, Giada

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.

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  • Mainolfi, Giada, 2020. "Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers," Journal of Business Research, Elsevier, vol. 120(C), pages 286-293.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:286-293
    DOI: 10.1016/j.jbusres.2019.11.038
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