Understanding Chinese Buying Behavior towards Luxury Goods in China in the COVID-19

Abstract

The purpose of this study is to understand Chinese purchase intention towards luxury products under COVID-19. This research explores the factors that Chinese purchase intention by using secondary data analysis, and an archival study approach. This study has been using five frameworks from previous studies to create a new conceptual framework. The results provided factors that impact Chinese purchase intention towards luxury products under COVID-19. The research found that social influence, physical vanity, and luxury brand perceptions are the factors that affect purchase intention. This study has limitations because behavioral intentions may change after the COVID-19 pandemic is over. This survey is conducted in China, and whether the consumers lived in different cities had a large significant effect on their buying behavior. This study is about the important influencing variables that affect the Chinese’s purchase intention towards luxury products during under pandemic.