Research On Chinese Consumers' Behavior Intention Toward Imported And Domestic Luxury Goods

With China's rapid economic development, income level of Chinese people raises, Chinese consumers have been very generous towards luxury goods, and China is now a fast-growing and important luxury market. However, China doesn't have a real luxury brand. Besides, Chinese consumers like to buy imported luxury goods but not domestic goods. Why this happens? The author is to find the reason by examining the factors influencing purchase intention.At first, the author re-modified Dongjin-Li's modified Fishbein Model based on the literature review. Then the scale's goodness is verified through Reliability Test, Exploratory Factor Analysis and Confirmatory Factor Analysis. At last the author tested the research hypothesis through Structural Equation Analysis and Variance Analysis.Research results suggest that cognitive belief structure, face saving and group conformity influence attitude, which influences purchase intention. Besides, Country-of-Origin effect exists in China's luxury market. Consumers'attitude and purchase intention towards imported luxury goods is higher than that towards domestic luxury goods. This is mainly because domestic luxury goods can't enhance consumers'face.Concluded from the above results, it is very significant for domestic luxury enterprises to provide high face value to consumers. The author also gives suggestions to achieve it—taking root in Chinese culture and making good use of people's love and interest towards Chinese culture.