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The Intermediate Linkage Between Materialism and Luxury Consumption: Evidence from the Emerging Market of China

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Abstract

The emerging materialism and strong demand for luxury goods in China have attracted a great deal of attention. But the mechanism through which materialism influences luxury consumption remains largely unexplored in the social science literature. This study examines the mediating roles of consumer perceived values as purchase motives in luxury consumption. The mediation effects are tested based on an original survey of 613 participants in eastern China. The results show that the three types of consumer perceived values, namely social, emotional and quality values, mediate the relationship between materialism and luxury purchase intentions. Both theoretical and practical implications are discussed.

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Notes

  1. We could provide factor analysis results if readers require them.

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Authors and Affiliations

  1. Department of Marketing, Central University of Finance and Economics, Beijing, China

    Gong Sun

  2. Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai, China

    Wangshuai Wang

  3. Centre for the Health Economy, Macquarie University, Sydney, NSW, Australia

    Zhiming Cheng

  4. School of Management, Shanghai University, Shanghai, China

    Jie Li

  5. School of Management Science and Engineering, Central University of Finance and Economics, Beijing, China

    Junhua Chen

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  1. Gong Sun
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  2. Wangshuai Wang
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  3. Zhiming Cheng
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  4. Jie Li
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Corresponding author

Correspondence to Jie Li.

Appendix 1: Survey Items

Appendix 1: Survey Items

1.1 Materialism

  • I admire people who own expensive homes, cars and clothes.

  • Some of the most important things in life include material possessions.

  • The things I own say a lot about how well I’m doing in life.

  • My life would be better if I could afford to buy more things.

  • I would be happier if I could afford to buy more things.

1.2 Perceived Social Value

  • Luxury products could make me feel acceptable.

  • Luxury products could make me have a sense of belonging.

  • Luxury products could make me achieve social approval.

1.3 Perceived Emotional Value

  • Luxury products could satisfy my own pleasure no matter what others may feel about them.

  • Luxury products are one of the sources for my own pleasure without regard to the feelings of others.

  • I enjoy luxury brands entirely on my own terms instead of others.

1.4 Perceived Quality Value

  • Luxury products have a very high quality image.

  • Luxury products have advanced design and craftsmanship.

  • Luxury products have a very high level of reliability.

1.5 Luxury Purchase Intention

  • I am interested in luxury products.

  • In the next year, I intend to buy luxury products.

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Sun, G., Wang, W., Cheng, Z. et al. The Intermediate Linkage Between Materialism and Luxury Consumption: Evidence from the Emerging Market of China. Soc Indic Res 132, 475–487 (2017). https://doi.org/10.1007/s11205-016-1273-x

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