Cognitive Dissonance in Chinese Luxury Consumption Market

被引：0

作者：

刘建长 ^{[1
]}

袁睿志 ^{[2
,3
]}

刘任远 ^{[2
,3
]}

孙婧 ^{[4
]}

机构：

[1] Business School,Zhejiang Fashion Institute of Technology

[2] Nottingham University Business School China

[3] The University of Nottingham Ningbo China

[4] Cass Business School

来源：

JournalofDonghuaUniversity(EnglishEdition) | 2015年 / 32卷 / 02期

关键词：

cognitive dissonance; luxury consumption; motivation; repurchase intention; culture; China;

D O I：

10.19884/j.1672-5220.2015.02.022

中图分类号：

F723 [市场]; F713.55 [商业心理学、市场心理学];

学科分类号：

020205 ; 1202 ; 120202 ; 0202 ; 040203 ;

摘要：

To examine the cognitive dissonance in Chinese luxury consumption,the paper contains a review of the research and development in the field of cognitive dissonance and the distinctive motivations applicable in Chinese luxury consumption.On the basis of the review,the link between cognitive dissonance and intention to repurchase luxury goods is discussed.This research aims to investigate the impact of Chinese culture on the reflections of cognitive dissonance as well as their repurchase intentions.The study was based on quantitative research,in which the motivations and the levels of cognitive dissonance were explored in the luxury consumption domain.In the study,the effects of Chinese culture(i.e.,Mianzi,group orientation,and buying out of emotions) on luxury consumption and cognitive dissonance were also examined in order to develop a more precise research framework.This study shed light on the different levels of cognitive dissonance relative to the different dimensions of Chinese culture.

引用

页码：277 / 283

页数：7

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