DETERMINANTS OF PURCHASING LUXURY HANDBAGS AMONG THE CONSUMER IN GUANGZHOU, CHINA

Abstract

The theory of planned behavior (TPB) was established by Icek Ajzen and is widely used to predict various behavioral tendencies. It inherits the theory of rational behavior created by Ajzen and Fishbein, and proposes that human behavior is not completely voluntary, but under control. The theory points out that human behavior patterns are affected by three internal factors :1) personal behavior attitude,2) subjective norms, and 3) behavioral control cognition.

But so far,TPB has rarely been used to predict the purchase motivation of consumers in the luxury market. In order to better understand the consumption behavior of luxury consumers, this study will test the applicability of planned behavior theory to predict the purchase motivation of luxury handbags.

According to the conclusion of predecessors, this paper has created a series of theoretical hypotheses. 1) personal behavior and attitude affect purchase intention; 2) subjective norms affect purchase intention; 3) behavioral control cognition influences purchase intention; 4)functional function influences the purchase intention. In this paper, questionnaires in Chinese and English versions are designed to collect data of Chinese and English consumers.

The paper's target group is the emerging elite. Their common characteristics are young and highly educated, and they have a higher possibility to become rich and especially rich people in the future, and are potential consumers of luxury goods. Questionnaires are distributed online through questionnaire websites, BBS and online communities among selected sample groups. The results of this study prove that most of the theoretical hypotheses are valid. Therefore,TPB is practical and effective in predicting the purchase intention of luxury goods market in guangzhou.

Through exploratory research, this paper also discusses the internal situation of some industries to improve the understanding of the sino-italian luxury market.

At the same time, this paper puts forward the inference based on this theory and its application in management. Finally, this paper expounds the limitations and deficiencies of the article. On this basis, Suggestions are given for the general direction of future research.