| Status | 已發表Published |
| Why do Chinese consumers buy high end but low key goods: A study in Macau | |
Lei, K. ; Liu, T. C. 
| |
| 2017-05-01 | |
| Source Publication | Proceedings of Mystique of Luxury Brands Conference 2017
 |
| Publication Place | Perth |
| Publisher | Curtin University |
| Abstract | Chinese consumers are changing their buying preferences (e.g. from high profile brands to low profile brands) and behaviors in terms of buying luxury goods. This study investigates brand prominence toward Chinese consumers’ perception and purchase intention with samples from Macau, which records highest GDP per capita in China. Consequently, the result demonstrates Chinese consumers’ preference changes with effect of brand conspicuousness in the last decade. In addition, the study develops a Consumer Preference Transformation Model (CPTM) to predict their buying preferences by driving both practical experiences and empirical evidences from both customers from Mainland China with purchase power and senior managerial in the industry in Macau. |
| Keyword | Luxury goods conspicuous consumption brand prominence brand conspicuousness China |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 30068 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Lei, K.,Liu, T. C.. Why do Chinese consumers buy high end but low key goods: A study in Macau[C], Perth:Curtin University, 2017. |
| APA | Lei, K.., & Liu, T. C. (2017). Why do Chinese consumers buy high end but low key goods: A study in Macau. Proceedings of Mystique of Luxury Brands Conference 2017. |
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