The Influence Of Childhood Socio-economic Status On The Choice Of Luxury Buying Channels

The luxury goods sector is characterized by its high-cost and rare products,leading to a unique consumer demographic.This research explores the impact of varying childhood socioeconomic status(SES),a composite indicator reflecting an individual’s family socioeconomic position during childhood,on consumer behavior concerning luxury goods purchases.Although this concept originates from psychology,it holds significant implications in the business sector,especially with the current prevalence of online shopping.This research,through the administration of questionnaires,examines the purchasing behavior concerning luxury goods of individuals from varied childhood SES backgrounds.We propose that perceived risk and self-esteem function as integral mediating variables in this process.The questionnaire’s design incorporates varied degrees of product customization to influence consumer responses and perceptions.Questions were formulated based on established scales from domestic and international research,ensuring appropriate reliability and validity,with data subsequently analyzed using the SPSS software.The study’s findings suggest that childhood SES significantly influences consumer preferences for online versus offline luxury goods purchases.Individuals with higher childhood SES showed a stronger inclination towards online shopping for luxury goods.Additionally,perceived risk and the need for self-esteem partially mediate this relationship,with consumers of higher SES showing a lower aversion to risk,a higher self-esteem,and a lower need for external validation,making them more predisposed towards online shopping.Finally,a higher degree of product customization significantly weakens the need for respect sought by customers in offline settings,particularly when customization levels are high.These insights offer substantial implications for the development of strategic and targeted marketing initiatives in the luxury goods sector.