Consumer Behavior

Exploring Luxury Gift Giving Behavior in China

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Abstract

Chinese luxury market continues to grow, and gift-giving is one of the key contributing factors. Given the increasing phenomenon of luxury gift-giving among young consumers, it is important to understand the motivations behind their decision. Thus, this study aims to investigate why Chinese consumers are choosing luxurious gifts as a choice to give to others, and their motivation for gift-giving acts. The study focused on three components associated with the gift-giving mechanism to understand Chinese consumers’ willingness to engage in luxury gift-giving behavior: (1) giver’s perspective, (2) giver-receiver relationships, and (3) characteristics of the gift. An online survey was conducted and a total of 328 usable Chinese participants were recruited. The results showed that face-saving, social link, reciprocity, and quality of a luxury gift were statistically significant predictors of luxury gift-giving but not materialism, convenience, and the uniqueness of a luxury gift. The results provide insights to the practitioners.

Keywords: Luxury, Purchase Intention, Chinese consumers, Gift-giving behavior, Attitude

How to Cite:

Liu, J. & Whang, C., (2022) “Exploring Luxury Gift Giving Behavior in China”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15810