The Factors of Chinese Consumer’s Perception, Consumer’s Emotional Attitude and Consumer’s Motivation to Luxury Brand Affecting Consumer Purchasing Behavior: Take Wuhan Consumers as an Example

Abstract

This study aims to examine the impact of factors influencing Chinese consumers’ attitudes towards luxury brands on their purchasing behaviour. The three independent variables of this study are (1) Consumers’ Perceptions, (2) Consumers’ emotional attitudes, and (3) Consumers’ motivation factors. The sub-variables of perception of brand factors include (1.1) Brand awareness, (1.2) Brand quality, (1.3) Brand service. The sub-variables of emotional attitude of luxury brand include (2.1) Consumers’ attention to the brand, (2.2) Consumers’ attention to the brand, and (2.3) Consumer loyalty to the brand. The sub-variables of consumers’ motivation factors include (3.1) self-satisfaction, (3.2) psychology. The dependent variable of this study is consumer’s attitude toward luxury brand on their purchasing behavior. The reliability test was conducted with a volunteer sample group of 386 respondents. The respondent’s occupation include student, enterprise employee, white-collar, freelancer and retire. The data analysis methods used were descriptive statistics and multiple linear regression analysis. The results supported all three hypotheses presented, indicating a positive relationship between the independent variables (consumers’ perceptions, consumers’ affective attitudes and consumers’ emotional attitudes) and the dependent variable (consumers’ buying behaviour).