Research On Bandwagon Purchase Of Fashion Luxury Products

According to China luxury Report 2015,Chinese people consumed 46%of global market share and becoming the largest market of luxury.While the growth rate of traditional luxury goods industry slowing down,fashion luxury brands name as"affordable luxury" as a breakthrough to fill in the market space between traditional luxury goods and consumer goods.It is quite normal that fashion luxury purchase is strongly influenced by the need for showing off and the pursuit of materialism,which derives bandwagon luxury consumption behavior.This study chooses bandwagon luxury consumption behavior as research theme to explore what psychological constructs explain well a large part of bandwagon luxury consumption.Based on the previous research on related theories and the current fashion luxury market,we conclude that the perceived bandwagon and reference group pressure have great influence on bandwagon behavior.Meanwhile,we propose the bandwagon behavior model to explore what contributes bandwagon behavior happen and 338 questionnaires were used to test the theoretical hypothesis.Results of this study suggest that:First,perceived bandwagon and reference group pressure have a great effect on bandwagon behavior and demand amplification plays an intermediary role in this relationship;Second,perceived bandwagon and demand amplification have a great effect on "Urge to Buy Impulsively";Third,reference group pressure has a great effect on bandwagon behavior,but "Urge to Buy Impulsively" does not have an intermediary effect on this relationship.In this study,we take fashion luxury as the research object of the bandwagon behavior and firstly propose the concept of "Fashion bandwagon behavior" and its research model.Our analysis begins with the effects of perceived bandwagon and reference group pressure on bandwagon behavior and how these effects occur.Meanwhile,it is the first time to use demand amplification and purchase intention as mediating variables to explore bandwagon behavior and to explore the blank field in an innovative way.